This module addresses global issues and describes concepts relevant to all international marketers. It emphasizes the strategic implications of competition in different national markets and gives an approach and framework for identifying and analyzing the key cultural and environmental characteristics of any nation or global region.


Introduction: meaning of international marketing, international market selection process, and market expansion strategies. Product decisions for export: product policy, international product and market life cycle, positioning segmentation, branding and packaging. International pricing decisions: factors influencing international price decisions, international pricing strategies, terms of sale and payment, export financing. Distribution decisions: determinants of channel decisions, structure for the channel, managing physical distribution and logistics. Communication decisions: communication process, communication tools – advertising, publicity, public relations, trade fairs and exhibitions, sales promotion, direct marketing, and personal selling