International marketing

4.6 Oxford textbook

International marketing

International marketing

International marketing is the marketing of goods and services across national boundaries.

Globalisation

Globalisation is the increasing worldwide competition leading to a rise in internal marketing. 

E-commerce

E-commerce is trading over the internet and has become an extremely popular entry strategy for many businesses. 

Piggybacking

Piggybacking is the use of the existing distribution channels of one domestic business by another home country business trying to sell a new product overseas. 

How business enter international markets

• The internet

• Exporting

• Direct investment

• Joint venture

• International franchising

Opportunities granted by entering internationally.

• A larger market

• Diversification 

• Enhanced brand image

• Gaining economies of scale

• Forming new business relationships

Threats as a result of entering internationally

• Economic challenges

• Political challenges

• Legal challenges

• Social challenges

• Technological challenges