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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.