International-marketing.

International marketing :

Nowadays, international marketing become a beneficial key for companies who wants to expand their activities and take over other markets. Even though it was hard to access other markets than the original domestic one, Thanks to globalization, the improvement of transport, technology and communication, this strategy got to be advantageous to Small Corporation too.

International marketing turned to be the solution to saturated home markets and their poor trading conditions. Besides, it allowed to companies to increase their profits with less costs and to spread risks between different markets. Moreover, international marketing is different and need a precise research due to differences in most all the sectors.

Acceding international markets is reflected by many ways:

• Exporting : the action of sending goods or service across the national frontiers with the purpose of selling and realizing and an international exchange
• International franchising : when we use one foreign company as a franchisee or individual franchisees to operate a firm’s activities abroad
• Joint ventures: agreement between two or more companies, where one own and operate a part of the production of the other.
• Licensing: allowing a firm to enter the market in order to produce its branded goods under a license. It is a way to move a brand into new businesses without making a major investment in new manufacturing processes…
• Direct investment in subsidiaries: it is about setting up company-owned subsidiaries in foreign countries overcoming the obstacles of differences between the countries.

Thanks the globalization, differences in tastes, culture, fashion, wants has become to decline. On the one hand, some analysts think the world is changing to a standardized one. On the other hand, others assert that differences still exist between consumer, and that firm should adapt to the country needs and conditions. Besides, they are two approaches to selling goods and services:

• Pan-global marketing:  Selling the same products all over the world. Companies convince consumers to buy it with the reason that this product is the one used by famous stars. Although with cultural imperialism and the anti globalization movement, other businesses may make benefits by producing and selling product that fill the consumer’s needs.
• Global localization: Summed up in the expression « thinking global, acting local ». It means that companies should come with new ideas but must adapt to the country culture in order to satisfy customers.

E-commerce:

Called also internet marketing, that consists on selling directly to the final consumer though the company website (business to consumer), selling or buying goods to other business (Business to Business).

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