In simple terms, international marketing is the marketing of an organisation’s products in overseas markets. A business might seek to do this for several reasons, for example to increase its customer base. By marketing its products overseas, a business can benefit from a larger market size. This has been a huge driving force for businesses such as Nokia and Toyota that have experienced saturated markets in their respective countries.
A business might also benefit from economies of scale by marketing internationally. Operating on a larger scale can result in lower unit costs, allowing the business to reduce its prices and thereby gain a price advantage. In addition, there might be some risk-bearing economies of scale since the internationally marketed business is less exposed to the external business environment (such as an economic downturn) in any one particular country.
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