Elena Horsk

1
Elena Horská, Slovak University of Agriculture
in Nitra

• The Scope and Challenges
• of International Marketing

2
Global perspectives, recent events and trends ...

1. The changing face of business
2. The increasing importance of global awareness
3. The progression of becoming a global marketer
4. Global terrorism, SARS but international
   commerce continued
5. The high-tech and information technology
   development
6. The rapid growth of the WTO and regional free
   trade areas (NAFTA, EU)
7. General acceptance of the free market system
   among developing countries in Latin Amerika, Asia
   and Eastern Europe
8. Impact of the Internet and other global media on
   the dissolution of national borderds,
9. Managing global environmental sources.

3
Global marketing opportunities and threats

• Opportunities
• Increase in market potential
• Trade and investment potential
• Resources accessibility
• Threats
• Increasing number of competitors
• Increase in intensity of competition coupled with
  higher market uncertainty

4
International marketing

• International marketing is defined as the
  performance of business activities designed to
  plan, price, promote, and direct the flow of a
  companys goods and services to consumer or users
  in more than one nation for a profit.
• Marketing principles, processes and concepts are
  universally applicable all over the world.

5
Under influence of globalization the separate
parts of marketing management activities are
actual

• In the relations with customers there is emergent
  real time management, online communication,
  internet based organization, faster product
  diffusion
• Transferable market is based on global customer
  needs, with strong power of distribution
  channels, economic power of a few lead countries
  and globalized competition.
• Paradox of high level of product standardization
  and product adaptation, with short innovation
  cycles, high costs of product development, fast
  changing technology and powerful brand policy.