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International marketing

The performance of marketing activities across national borders, where decisions are affected by more than one national environment.

Self-reference criterion (SRC)

The unconscious tendency to use your own culture, values, experiences, and knowledge as the basis for decisions.

Ethnocentrism

The belief that one's own culture, methods, or ways of doing things are superior to those of other cultures.

SRC analysis

A process of defining a problem from the home-country perspective, redefining it from the foreign market's perspective, identifying the SRC influence, and then redefining the problem without that bias.

Controllable elements

Marketing decisions the company can directly influence, such as product, price, place, promotion, and research.

Uncontrollable elements

External forces the marketer cannot directly control, such as culture, politics, laws, competition, geography, and economic conditions.