Elena Horská, Slovak University of Agriculture in Nitra

The Scope and Challenges The Scope and Challenges

of International Marketingof International Marketing

Global perspectives, recent events and trends ...1. The changing face of business2. The increasing importance of global awareness3. The progression of becoming a global marketer4. Global terrorism, SARS – but international commerce

continued5. The high-tech and information technology development6. 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.

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

International marketing

International marketing is defined as the performance of business activities designed to plan, price, promote, and direct the flow of a company´s 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.

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

1. In the relations with customers there is emergent real time management, online communication, internet based organization, faster product diffusion

1. Transferable market is based on global customer needs, with strong power of distribution channels, economic power of a few lead countries and globalized competition.

1. 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.