Class notes MKTG320 International Marketing

International Marketing Fundamentals: Class 1–5
Notes 2026
Class 1: Introduction to International Marketing
Meaning of International Marketing
International marketing is the process of planning, pricing, promoting,
and distributing goods and services across national borders.
It involves marketing products in more than one country.
Objectives of International Marketing
 Increase sales and profits
 Expand business globally
 Reach new customers
 Reduce dependence on local markets
 Improve brand recognition worldwide
Importance of International Marketing
 Encourages international trade
 Creates employment opportunities
 Increases foreign exchange earnings
 Promotes economic growth
 Improves international relations
Differences Between Domestic and International Marketing
Domestic Marketing International Marketing

Operates within one country Operates across countries

, Domestic Marketing International Marketing

Fewer risks Higher risks

Same culture and laws Different cultures and laws

Simple distribution Complex distribution
Challenges of International Marketing
 Language barriers
 Cultural differences
 Government regulations
 Currency fluctuations
 Political instability


Class 2: International Marketing Environment
Meaning of Marketing Environment
The international marketing environment includes all factors affecting
global business operations.
Types of International Marketing Environment
Economic Environment
Factors related to:
 Income levels
 Inflation
 Exchange rates
 Economic growth