What is International Marketing?

International Marketing: When practicising international marketing, a company goes beyond exporting and becomes much more directly involved in the local marketing environment within a given country or market. The international marketer is likely to have own sales subsidiaries and will participate in and develop entire marketing strategies for foreign markets. At this point, the necessary adaptation to the firm‘s domestic marketing strategies becomes a main concern. Companies going international now will have to find out how they must adjust an entire marketing strategy, including how they sell, advertise, and distribute, in order to fit new market demands. An important challenge for the international marketing phase of a firm becomes the need to understand the different environments the company needs to operate in. understanding different cultural, economic, and political environments becomes necessary for success. This is generally described as part of a company‘s internationalization process, whereby a firm becomes more experienced to operate in various foreign markets. It is typical to find a considerable emphasis on the environmental component at this stage. Typically, much of the field of international marketing has been devoted to making the environment understandable and to assist managers in navigating through the differences. The development of the cultural/environmental approach to international marketing is an expression of this particular phase.