International Marketing Notes from Ch. 1 – 7
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2026/2027
International Marketing - Business activities designed to plan, price,
promote, and direct the flow of goods and services to consumers in
more than one nation for profit.
Domestic Marketing - Marketing activities conducted primarily within a
company's home country.
Controllable Elements - Marketing factors a company can control,
including product, price, promotion, and distribution.
Uncontrollable Elements - External factors a company cannot directly
control, such as competition, politics, laws, economics, culture,
technology, and geography.
Domestic Uncontrollables - External environmental factors in a
company's home country that influence marketing decisions.
Foreign Uncontrollables - External political, legal, economic, cultural,
competitive, and other forces within a foreign market.
,Marketing Relativity - The idea that marketing strategies and judgments
must be evaluated within the context of a particular market and
culture.
Self-Reference Criterion (SRC) - The unconscious tendency to use one's
own cultural values, experiences, and knowledge as the basis for
decisions.
Why is the SRC dangerous in international marketing? - It can cause
marketers to assume foreign consumers think and behave like
consumers in their own culture, leading to poor decisions.
How can marketers reduce the SRC? - Define the problem using home-
country values, define it again using the foreign culture's values,
identify the SRC influence, and redesign the solution without that
influence.
Ethnocentrism - The belief that one's own culture, country, or way of
doing things is superior to others.
Global Awareness - Knowledge and understanding of cultures, history,
world markets, economic trends, and global social and political
conditions.
Adaptation - A conscious effort by an international marketer to adjust
to differences in foreign markets.
, Environmental Adaptation - Adjusting marketing decisions and
strategies to fit the uncontrollable environment of a foreign market.
No Direct Foreign Marketing - A stage in which a company does not
actively seek foreign customers, although its products may still reach
foreign markets.
Infrequent Foreign Marketing - A stage in which a company temporarily
sells excess inventory or surplus production in foreign markets.
Regular Foreign Marketing - A stage in which a company regularly
markets products internationally and dedicates resources to foreign
markets.
International Marketing - A stage in which a company actively seeks
markets throughout the world and treats international markets as an
important part of its business.
Global Marketing Orientation - An orientation in which a company
views the world, including its home market, as potential markets and
develops strategies with a global perspective.
Globalization - The increasing interconnectedness and interdependence
of countries, businesses, markets, and consumers around the world.
well verified note for the learner latest note
2026/2027
International Marketing - Business activities designed to plan, price,
promote, and direct the flow of goods and services to consumers in
more than one nation for profit.
Domestic Marketing - Marketing activities conducted primarily within a
company's home country.
Controllable Elements - Marketing factors a company can control,
including product, price, promotion, and distribution.
Uncontrollable Elements - External factors a company cannot directly
control, such as competition, politics, laws, economics, culture,
technology, and geography.
Domestic Uncontrollables - External environmental factors in a
company's home country that influence marketing decisions.
Foreign Uncontrollables - External political, legal, economic, cultural,
competitive, and other forces within a foreign market.
,Marketing Relativity - The idea that marketing strategies and judgments
must be evaluated within the context of a particular market and
culture.
Self-Reference Criterion (SRC) - The unconscious tendency to use one's
own cultural values, experiences, and knowledge as the basis for
decisions.
Why is the SRC dangerous in international marketing? - It can cause
marketers to assume foreign consumers think and behave like
consumers in their own culture, leading to poor decisions.
How can marketers reduce the SRC? - Define the problem using home-
country values, define it again using the foreign culture's values,
identify the SRC influence, and redesign the solution without that
influence.
Ethnocentrism - The belief that one's own culture, country, or way of
doing things is superior to others.
Global Awareness - Knowledge and understanding of cultures, history,
world markets, economic trends, and global social and political
conditions.
Adaptation - A conscious effort by an international marketer to adjust
to differences in foreign markets.
, Environmental Adaptation - Adjusting marketing decisions and
strategies to fit the uncontrollable environment of a foreign market.
No Direct Foreign Marketing - A stage in which a company does not
actively seek foreign customers, although its products may still reach
foreign markets.
Infrequent Foreign Marketing - A stage in which a company temporarily
sells excess inventory or surplus production in foreign markets.
Regular Foreign Marketing - A stage in which a company regularly
markets products internationally and dedicates resources to foreign
markets.
International Marketing - A stage in which a company actively seeks
markets throughout the world and treats international markets as an
important part of its business.
Global Marketing Orientation - An orientation in which a company
views the world, including its home market, as potential markets and
develops strategies with a global perspective.
Globalization - The increasing interconnectedness and interdependence
of countries, businesses, markets, and consumers around the world.
