Introduction to International Marketing
It is necessary to use marketing techniques, methods of organization and the principles of corporate governance that provides marketing strategy, market-oriented exterior.
Their access should be decided strictly rationally analyzing export opportunities through market research, feasibility analysis and a proper planning of business. The export is not a residual or marginal and should be considered by companies as essential in the commercial management of a company, especially in a global economy in which we find ourselves today.
Some differences between national and international marketing:
National Market:
- A language and nationality.
- Markets are relatively homogeneous.
- Political factors influencing little.
- Availability of accurate and simple.
- A stable environment.
- Weather Financial homogeneous.
- A single currency.
- Rules of the game clear and understandable.
International Market:
- Several languages, nationalities and cultures.
- Fragmented and differentiated markets.
- Political factors are crucial.
- Collection of data difficult to clear.
- Instability in the environment.
- Different financial climate.
- Different currencies.
- Rules of the game different, changing and unclear.
Market research should provide answers to four basic questions:
What to export?
Selecting the Product
Where to export?
Selection the potential markets. Segmentation market!
How to Export?
Selected forms of presence in the markets.
What export prices?
Knowledge of the band of fluctuation in the price selected.
