Firms participating in international marketing require knowledge regarding the global marketplace. These firms rely on international marketers to (1) identify market opportunities, (2) select and execute market entry strategy, and (3) design and manage a successful marketing mix. Like other markets, international marketers face efficiency and cost pressures to standardise their activities across markets as well as pressures to adapt activities to meet specific demands within markets. Identifying the optimal mix of standardisation and adaptation to achieve local and international success is the goal that international marketers must accomplish.
This unit examines the nature and practice of international marketing and includes an introduction to economic, political and legal dimensions. This unit will increase your awareness of some of the problems inherent in the field of international marketing, and the way in which the impact of these problems may be minimised. It is in your interest to prepare thoroughly for each seminar.