Unit 964: International Marketing

1. Introduction to International Marketing

1.1 Definition and Scope

• Understanding international marketing
• Differences between domestic and international marketing

1.2 Importance of International Markets

• Globalization and market opportunities
• Economic, political, and social factors driving international marketing

1.3 Challenges in International Marketing

• Cultural, legal, and economic barriers
• Market entry risks and competition

2. Market Research in International Marketing

2.1 Role of Market Research

• Importance in decision-making
• Differences from domestic market research

2.2 Research Methods in Foreign Markets

• Primary and secondary data collection
• Qualitative and quantitative approaches
• Use of technology and digital tools

2.3 Data Analysis and Interpretation

• Handling multicultural data
• Understanding consumer behavior variations
• Interpreting cultural influences and biases

3. Entry Modes in International Marketing

3.1 Overview of Entry Modes

• Exporting
• Licensing and franchising
• Joint ventures and strategic alliances
• Foreign direct investment (FDI)

3.2 Advantages and Disadvantages

• Cost, control, risk, and resource implications
• Case examples for each mode

4. Global Marketing Strategies

4.1 Standardization vs Adaptation

• Arguments for standardization
• Benefits of adaptation to local markets

4.2 Segmentation, Targeting, and Positioning (STP) in International Markets

• Identifying international market segments
• Selecting target markets
• Positioning strategies across cultures

4.3 Cultural Sensitivity in Marketing Campaigns

• Importance of cultural awareness
• Examples of successful and failed campaigns

5. International Product and Pricing Strategies

5.1 Product Decisions

• Product adaptation vs standardization
• New product development for global markets

5.2 Pricing Strategies

• Cost-based, competition-based, and value-based pricing
• Impact of tariffs, taxes, and currency fluctuations
• Transfer pricing considerations

6. Distribution Channels in International Marketing

6.1 Distribution Channel Options

• Direct vs indirect distribution
• Selecting and managing distribution partners

6.2 Logistics and Supply Chain Management

• Cross-border logistics challenges
• Inventory management and warehousing

6.3 Role of E-commerce

• Expanding global reach through online channels
• Digital marketplaces and platforms

7. International Marketing Communication

7.1 Communication Challenges

• Language barriers and translation issues
• Cultural differences in advertising and promotions

7.2 Digital Marketing Tools

• Social media marketing across borders
• Search engine marketing and localization

7.3 Integrated Marketing Communications (IMC)

• Coordinating communication strategies internationally

8. Legal and Ethical Considerations in International Marketing

8.1 Legal Compliance

• International trade laws and regulations
• Intellectual property rights protection

8.2 Ethical Issues

• Ethical dilemmas in marketing practices
• Navigating cultural norms and corporate social responsibility

8.3 Case Studies

• Examples of legal and ethical challenges faced by companies