Page 21 - International Marketing

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BRILLIANT'S Introduction to International Marketing 23

2. International marketing is "Marketing carried on across the na-
tional boundaries". - P.Kotler
3. “International marketing are transaction devised and carried out
across international borders to satisfy corporations and individu-
als. The focus of international on international transactions.”
- Zinkotra, Grosse and Kojawa
Nature of International Marketing
International marketing is similar to marketing to some extent and in
some cases, it is different from marketing. So, we can understand the
nature of international marketing on the basis of following points.
1. Customer of Importer, nation centered: International marketing
is based on satisfaction and the happiness of importer. So, the activities
of marketing must be directed by the importer nation. Exporter nation can
remain in their customer’s mind if they satisfied customer.
2. Business: All performance of the exporter is directed to the con-
sumers, exporter has to seek customer to search to his product in inter-
national market. Exporter and importer are the bases of international mar-
keting. Both are complementary for each other. Importer demands for bet-
ter product and exporter completes their needs and these transactions
make business, so International Marketing is a business.
3. Surrounded by Importers needs: International marketing starts
with the identifiation of importers needs and requirements. After the iden-
tification of needs, exporter tries to satisfy the basic needs of customer
and makes them delight.
4. Creates Healthy and beneficial re- Nature of Inter-
lationship: International marketing is directed national Marketing
to the importers needs. Importer is the centre 1. Customer of Impor-
of all international marketing activities. ter, nation centered
But during the last years, the consider- 2. Business
ation is shifted to the way of doing business. 3. Surrounded by
Exporters want to increase export. On the ba- Importers needs
sis of their knowledge and experience, import- 4. Creates Healthy and
ers want better product. So the result is in the beneficial relatio-
form of mutual beneficial relationship. nship
5. Protective Nature: Basically, Interna- 5. Protective Nature
tional marketing is of a protective nature. Ev- 6. Competitive Nature
ery country wants to increase its exports and 7. Nature of Risk
decrease its import to the possible level.