International Marketing Environment

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International Marketing Environment

Marketing in modern context goes beyond its immediate role as a process through which exchange of goods and services take place and is viewed as an integral part of the total socio-economic system which provides the framework within which activities take place. It is, therefore, necessary to understand the total structure of the society including its political, legal, social, economic and cultural institutions and of marketing system and behavior and response pattern. Let us first understand the concept of international Marketing. This can be defined as follows:

(a)    Marketing involves the performance of operations in a Business System: In a manufacturing enterprise these operations usually include-research and development, production, distribution, finance purchasing and personnel.

(b)    Marketing includes those operations that determine exiting and obtained change in the market; In order to determine the market opportunity, it is necessary to study the customer market needs and characteristics through the performance of activities like market research, demand analysis and fore-casting.

(c)    Marketing includes those operations that influence existing and potential demand; In order to influence the demand pattern of customers, the marketing operations include activities like product development, barding and packaging, pricing, advertising, sales promotion, public relations, etc.

(d)    Marketing includes those operations that activate the supply of goods and services: Marketing is concerned with all activities that are connected with the physical distribution of goods and their exchange in the market place, including channel selection, transportation, shipping, warehousing, storage, inventory control and so on.

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