Marketing is the flow of goods from producer to consumers. It emphasises on satisfying needs and wants of the customer through exchange process. Knowing the needs of the customers and analysing their potential are some of the most important aspects of marketing. Marketing starts with knowing the needs of the customers, converting them into product and ends at satisfying the customer. Marketing activities which are carried out within the national boundaries are termed as 'DOMESTIC MARKETING'. Whereas marketing activities which are carried out across the national boundaries are termed as 'INTERNATIONAL MARKETING'.
During last few decades, due to liberalisation and globalisation there is fast increase in the activities of marketing at global level. Even today many companies due to stiff competition and commercialisation have started moving towards markets. Now people have started thinking beyond their national boundaries which gives rise to international marketing. Now firms have started looking for opportunities in foreign markets.
According to the American Marketing Association,,"International marketing is the multi-national process of planning and executing the conception, prices, promotion and distribution of ideas, products and services to create exchanges that satisfy the individual and organisational goals."
According to the Hess and Cateora, "International marketing is the performance of business activities that direct the flow of goods and services to consumers or users in more than one nation."
According to Doole and Lowe, " At its simplest level, international marketing involves the firm in making one ore more marketing mix decisions across national boundaries. At its most complex level, it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe."
L.S Walsh defines International marketing as:-
(a) "the marketing of goods and services across national frontiers, and
(b) the marketing operations of an organisation that sells and/or produces within a given country.
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