Int mktg defined
The process of planning and conducting transactions across national borders
to create exchanges that satisfy the obj of individuals and orgs.
o Cross border transactions
o Satisfaction of consumer needs
o Exchange between truncating parties
Some companies would extend mktg stats into another country
Int sales were seen as a second to develop the domestic mktg.
Over time country differences were recognized and began to develop
separate mktg stats for each target country. (muti-domestic mktg strat was
o However, no head office coordination between country mktg
Emphasis is now on global mktg
o Marketing activities coordinated and integrated across multi country
o Integration involves product standardization; identical branch names;
consistent packaging and a similar advertising message.
Levitt’s Homogeneous Markets:
o Ted Levitt said in 1983 that markets are becoming more homogenous
and therefore could be targeted with standardized products (argued
that tech and communication were the drivers, his work gave rise to
the notion of global marketing)
o Take advantage of opps for growth