1. International Marketing

2. Opportunity World has shrunk – increasing globalisation
Technological advances facilitate international transport & telecommunications
Expansion of the EU in 2004
Trade barriers between European nations lifted in 1992

3. Why market products internationally?

4. Why market products internationally?
Ansoff matrix – new market development
Potential to increase profits through increased sales (may also receive higher price overseas)
Home market may be saturated (mobile phones)
Unfavourable trading conditions in the UK market
Spreading the risk
Legal differences (develop markets in countries that have fewer restrictions – e.g. pharmaceuticals)

5. Major challenge Differences to home market may increase risk:
Political differences
Cultural differences
Differences in legislation
Economic & social differences
Differences in business practice (e.g. accounting techniques)

6. Entering overseas markets
Exporting
Franchising
Licensing
Joint ventures
Direct investment
Mergers
Takeovers

7. Ethics of international marketing
Tobacco companies looking for new markets
Western companies exploiting new markets in developing world?