 1-1 Background on the basic concept

 Whether international or local marketing is identical to its

foundations.

 definition 1
 “International marketing is the performance of business
activities designed to plan, price, promote, and direct the flow of
a company’s goods and services to consumers or users in more
than one nation for a profit. The only difference between the
definitions of domestic marketing and international marketing
is that in the latter case, marketing activities take place in more
than one country. Marketing concepts, processes, and principles
are universally applicable.
Definition 2
 "It is in fact an economic and social mechanism by
which individuals and groups meet their needs and
desires through creating and exchanging products of
value for others"
In general, the potential of a local market is not
sufficient to absorb the production rates of modern
factories . It is therefore, necessary to find
opportunities beyond the natural boundaries . The
size of the market for a company is no longer limited
to the local market. They consist of several countries
where features are common . We'll talk about the area
markets.
1-2 The usefulness of international marketing?

Companies rediscover marketing when competitive

pressure diminishes the positive balance of power .
These favorable conditions are often a reflection of a
more or less protected domestic market.
The emergence of a new international competition force
companies to rethink their strategy. In this context,
they need to adapt to marketing skills, both on the
domestic market and outside their borders.
1-3 The interdependence of marketing with other
business functions :
The national marketing such as international marketing
does not work independently. The one and the other is
related to other business functions .
Business functions induced system performance at
different levels:
- The control of the supply
- Cost optimization of purchases permitted by the
marketing
- R&D department
- An efficient production and specialized factories
- A social peace inside the company
- A constant commercial presence in foreign markets
- A coherent international strategy
The combination of these performances creates a system
of interdependence
2 - Definition and basic concepts
2-1 definition
"International marketing is a process that aims to
optimize resources and focus the goals of an
organization through the opportunities of a global
market "

or in a more limited way " is running at least one of the

tasks of marketing, beyond national borders"
Since the 90s , the marketing strategy is oriented around
the following alternatives:
1 - How appropriate is it to adopt the opposite attitude to
local market and adjust each case (export market) to
different products and marketing policies?
2 - Can we sell products that were engineered to be
standardized across the world?
3 - Can we finally stop and search a midline
standardization of manufacturing but by adopting
locally?
These alternatives emerge three basic concepts

- The export marketing ,

- International Marketing Management
- The appropriate standardization (think global- act
local) .
2-2 The Export Marketing
The company engaged the " Export Marketing "
committed to each foreign market and own marketing
policy different to them . The shares are differentiated
for all elements of the marketing mix . Adaptation is
consistent on each export market.
2-3 International Marketing Management
The company may instead wish to opt for a concept of
international marketing management, in
standardization of its marketing policies across all
export markets. The company then applies a
standardized global strategy.
2-4 The appropriate standardization
The "appropriate standardization" is a middle position
between the systematic adaptation and adaptation to
standardization . It can meet the demands of local
consumers while allowing to establish the commercial
and financial profitability .
3 - The characteristics of
international marketing

3-1 Marketing & International Marketing

International marketing differs from domestic marketing
(national) by the fact that it interprets more numerous and
complex variables. These variables are mainly constituted
by the sociocultural characteristics of the country. These
socio-cultural differences affect both the final market
intermediaries. International marketing will lead the
company:
- To be managed by people in the state of mind more eclectic,
- Choose tools and techniques appropriate to the specific and
differentiated international markets,
3-1-1 A particular mindset :
- Tolerance and acceptance of socio- cultural differences,
- A good ability to understand the sociological changes ,
- Curiosity about foreign market
- Innovation
- Use tools for observation and analysis of foreign
markets
3-1-2 The use of differentiated tools
 International marketing tools must take into account :
- Local economic culture
- The moral and religious values
- The level of economic development ,
- The sociological differences in the country
applications of international
marketing

4-1 The objectives of international marketing

- Allow the company to maintain its position in foreign
markets and international segments it occupies taking into
account the slope of the annual market. This objective is
determined in terms of market share.
- Allow progress on the various foreign markets where it
operates.
- Identify new markets, microsegments on current markets or
new foreign markets in which it has a competitive
advantage .
- Identify and validate new product concepts likely to find
broad opportunities in the global market.
4-2 The functions of international marketing
- Identify potential markets with the facilities approach and
penetration costs are related to the size and expertise of the
company export ( export diagnosis )
- Identify microsegments related to the company's business
- Understand the psychology related to the purchase and
consumption
- Analyze the competitive position of competitors
- Identify potential niches compared to the specificities of business
- Stop a policy of penetration ( solo / partnership , commercial and
/ or industrial )
- Determine the product policy and the policy range
- Setting business goals quantity value (CA and margin) by market,
by segment and by line .
- Implement measures to support business networks
- Programming tactical actions with direct competitors.
4-3 Specific applications
4-3-1 International marketing purchases
It is important to include purchases in a marketing
approach. Finding the best conditions ( quality,
logistics , price, product variety ) imposes a
competition , a systematic selection of international
suppliers. This is called the international marketing
purchases also called marketing upstream relative to
the market-oriented sales & marketing, downstream.
4-3-2 Marketing major international projects
Some large global companies are trying to implement actions
designed to restore or bright side their image among
politicians and public opinion. These actions fall under the
"mega marketing." They are intended to communicate the
humanity of these companies both at individual and
collective level .
Exp: - Sponsorship of a national or international event in the
country
- Implementation of a local humanitarian action ( import
vaccine for children Outbreak )
- Total or partial funding of a cultural or social project
(museum, school , stadium ..)
- Financing of infrastructure ( bridges, dams , airport ... )