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Introduction of Marketing versus International marketing Scope and challenges. Seminar 2. Marketing versus International marketing. Marketing means every activities , which are connented with product at beginn of idea´s creation , of production to the target consumers .
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Marketing meanseveryactivities, which are connentedwithproductatbeginnofidea´screation, ofproduction to thetargetconsumers.
Itmeanseveryactivities, whichprovideforthefinalproduct to purchaser, in therighttime, on therightplace, in hightquality, in the „friendlyprice“
International marketing is defined as the performance of business activities designed to plan, price, promote, and direct the flow of a company´s goods and services to consumer or users in more than one nation for a profit.
The difference between the definitions of domestic and international marketing is that, in the latter case marketing activities take place in „MORE THAN ONE COUNTRY“.
It accounts for the complexity and diversity found in international marketing operations.
The changing face of business
The increasing importance of global awareness
The progression of becoming a global marketer
The high-tech and information technology development
The rapid growth of the WTO and regional free trade areas (NAFTA, EU)
General acceptance of the free market system among developing countries in Latin Amerika, Asia and Eastern Europe
Impact of the Internet and other global media on the dissolution of national borderds,
Managing global environmental sources.
Product adaptation and development for international marketing
Packaging and labelling
Translation of technical literature
Licensing and contract manufacturing
Choice of pricing strategy
Determination of discount structures
Choice of delivery terms
Costing and budgeting
International advertising, public relations and sales promotion
International direct marketing
Control of salespeople
Translation of sales literature
Control of agents
Establishment of joint ventures and subsidiaries
-To identify and to respect the regional identity, the geography ore regions and natural landscape-