International marketing is not the same thing as international trade. Only a part of the international trade flows represent international marketing. Further, there is a category of international marketing, which is not captured by the international trade statistics. Walsh, who states international marketing is perhaps best regarded as a shorthand expression for the special international aspects of marketing, defines international marketing as: “the marketing of goods and services across national frontiers, and the marketing operations of an organisation that sells and/or produces within a given country when: that organisation is part of, or associated with, an enterprise which also operates in other countries; and there is some degree of influence on or control of the organisation’s marketing activities from outside the country in which it sells and/or produces. Another view is that international marketing is simply an attitude of mind, the approach of a company with a truly global outlook, seeking its profit impartially around the world, “home” market included, on a planned and systematic basis. Another definition of international marketing is that it is the marketing function of multinational companies.
Concept of International Marketing
A common approach to marketing is to regard it as the function of finding customers for goods that the firm has
already decided to supply. Thus, management select products that are economical to put on the market relative to
production cost and resource availabilities and then sets up a marketing department to persuade customers to purchase
the goods. This approach although fairly common, does not accord with the marketing concept.
The alternative approach is for the firm to evaluate the marketing opportunities before it decides the product
characteristics to offer, assesses potential demand for various items, determines the product attributes most needed
and desired by consumers, predicts the prices consumers are willing to pay., and then supplies goods corresponding
to these requirements. Firms that adopt marketing concept are more likely to sell their products because these will
have been conceived and developed to satisfy customer demands. The marketing concept, then, is the proposition
that the supply of goods and services should depend on the demands for them. Even the most vigorous advertising
and other promotional campaigns will fail if people do not want the products.
The international marketing concept implies a shift away from looking for foreign customers who appreciate the
firm’s products and towards a focus on the supply of the goods that foreign consumer’s desire. Manifestations of
the latter approach include:
• Careful research into foreign consumer behaviour.
• Willingness to create new products and adapt existing products to satisfy the needs of world markets. Products
may have to be adapted to suit the tastes, needs, purses and other characteristics of consumers in specific regions.
Firms cannot assume that an item that sells well in one country will be equally successful in others.
• Integration of the international side of the company’s business with all aspects of its operations.
International marketing considerations must be taken into account when designing and developing products,
when selecting transport and distribution system, when dealing with banks, advertising agencies and so on, and
when structuring the overall organisation of the firm. The international marketing manager needs to be involved
in corporate planning, sales forecasting, the recruitment and training of marketing personnel, and the control of
salespeople ‘in the field’.
