What Is International Marketing?


What Is International Marketing

As technology creates bounds in communication, transport, and fiscal flows, the world continues to shrink smaller and smaller. It is likely for companies and consumers to accomplish business objectives in almost any country around the world thanks to progress in global trade. 

According to the World Trade Organization, the quantity of international merchandise trade increased 33 times between 1951 and 2010.

In this article you will learn about:

1. What is International Marketing?

2. Who employs International Marketing?

3. International Marketing

Brands and products that start in one country are passionately received in others. For example, Louis Vuitton handbags, BMWs, Mercedes Benz, and Columbian coffee, all foreign products, built reputation and became the symbols of class and value in the United States – and many American brands, like Warner Brothers motion pictures, Universal Studio have parallel footholds overseas.



However, globalization has shaped just as many hurdles as opportunities for brands that undertake business ventures overseas. Because consumers have so many more options for parallel products, companies must make certain that their products are elevated in quality and affordability.

In addition, these products cannot be marketed identically all over the world. (See also Global Marketing) International marketing considers more than just language – it engages culture, market saturation, and customer behaviors. 

American and European companies particularly have directed their international marketing efforts into something more than just exporting – they have tailored their branding to account, owing to differences in consumers, demographics, and global markets.

Companies who have prepared this very well include Coca-Cola, who discovered that the word ‘Diet’ carries a negative undertone in Latin America and altered the name of their zero-calorie product to ‘Coke Lite’ for those countries. 

UPS, recognized in America for their brown trucks, supplied a convoy of a different color after learning that their flagship brown trucks resembled Spanish hearses.

What Is International Marketing? 

International marketing refers to the function of marketing values in more than one country, by companies abroad or exceeding national borders. International marketing is founded on an annex of a company’s local marketing policy, with special emphasis put on marketing identification, aiming, and decisions globally (See also Local Marketing).

According to the American Marketing Association (AMA) –

“international marketing is the multinational process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”

Who Employs International Market?

Who Employs International Market

Speedy technical advances denote that geographical and enriching communication barriers are vanishing, and even slighter businesses without a bodily incidence in other countries can promote and sell their products globally (See also Diversity Marketing). 

This means that almost anyone with the yearning can promote internationally, but will do so with unstable levels of success, contingent on the thought and research that is put into the international marketing policy.

Companies advertising goods are likely to tackle customs restrictions, like food and live plants, must put up with a more thorough rigid procedure before advertising their products internationally. While they may face a more hard time setting up their international export business, they also have the chance to introduce other countries to local products they couldn’t contact otherwise.

How Lucrative Is International Market?

Other types of companies that frequently achieve well internationally include those concerned in export, joint ventures, and direct investment.

Exporting is the application of transporting goods straight to a foreign country. Major companies that do an excellent job of advertising their overseas exports to the United States comprise Fanta soft drinks, Honda, and retail giant H&M. In fact, H&M paid a whopping $3.5 million for a 30-second commercial during the 2012 Super Bowl, a marketing rollover prize that American brands has long dominated.

Joint venture companies mention the collective efforts of two or more businesses to their mutual. What kinds of customers are effectively marketed to with international marketing? 

Depending on your brand, any overseas citizen is a possible customer. However, how does a marketing team figure out how to develop an international market? Customers who live in foreign markets have diverse buying preferences, habits, and priorities than the customers they are acquainted with. By tracking these overseas customers through market research and cultural surveys, marketers can find out the best methods of attracting them.


International Marketing is the application of marketing principles. International Marketing is essential for satisfying the varied needs and wants of diverse people residing across the globe. Simply, International Marketing concerns the marketing activities in more than one nation.


1. https://edgy.app/international-marketing
2. https://businessjargons.com/international-marketing.html

Last Updated on January 24, 2022 by

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