International Marketing

Syllabus

Unit 1

Introduction to International Marketing

Nature Scope and Significance of International Marketing; International Marketing Distinguished from Domestic Marketing. Exporting, International Trade and International Business, International Business, International Marketing Management Process an Overview.

Unit 2

International Marketing Environment

Geographic, Demographic, Economic, Politic, Legal, Socio-Cultural Environments; their Nature and Effect on International Marketing Operations, Tariff and Non-Tariff Barriers; WTO, UNCTAD, Generalized System of Preferences (GSP), Regional Economic Groupings European Union(EU), NAFTA, ASEAN, Facilities and Incentives for Exporters.

Unit 3

International Product/ Market Selection and Entry Modes

Selection of Products, Selection of Market, Various Modes of Entry into International Markets and their Evaluation, Export Licensing Franchising, Contracting, Joint Venture, Setting Up Wholly Owned Subsidiary.

Unit 4

International Product Planning and Pricing

Product in International Context, Standardisation vs. Adoption Decision, other Considerations; Packaging, Branding after Sales Services, ISO 9001:2000 Quality System Standard, Factors Influencing Price, Pricing Methods and Process, Price Quotations and Related Considerations.

Unit 5

International Distribution and Promotion

Types and Functions of Foreign Distribution Channels, Selection of Middlemen, Distribution Logistics- Transportation and Warehousing Decisions, International Advertising- Standardization vs. Adaptation, Selection of Media, Selection of Agency, Measuring Advertising Effectiveness.