Nature/Characteristics of International Marketing

International marketing is simply the application of marketing principles to more than one country. The other important characteristics explain the nature of international marketing which are as follows:-

• Large Scale Operations : - International marketing is always conducted on a large scale. It is done on a wholesale  basis and not on a retail basis, to get the advantage of large scale operations regarding transportation, handling and warehousing.
• Wide Scope :- International marketing has a wide scope. The important areas covered by international marketing are product planning, product development, pricing, packaging, branding, advertising, marketing, labeling, communication, procedural formalities, sales promotion, international marketing research etc.
• Advanced Technology :- International marketing is very dynamic and competitive. Thus, an organisation must be able to sell goods of the best quality, at competitive prices. Advanced countries like U.S.A., Japan and Germany dominate in international marketing because they use advanced or sophisticated technology in production and marketing of goods.
• International Restrictions :- In domestic marketing, there are no restrictions. In international marketing, there are various trade restrictions due to the protective followed by different countries. Trade barriers are adopted practically by all countries.
• Advantages to All Participating Countries :- International marketing is advantageous to all the countries participating in international marketing. It helps in having smooth and good relations between countries and thereby ensures world peace. But, the advantages of international marketing are not shared in a fair proportion by all participating countries rich and poor countries. But, some benefits are availed by all participating counties.
• International Forums :- International marketing is regulated by international forums like WTO and UNCTAD. International marketers should have a deep knowledge of the forums rules and regulations. 
• Lengthy and Time-consuming :- International marketing is lengthy and time consuming due to long distances, restrictions imposed by different countries, payment difficulties because of the use of different currencies, and lengthy procedural formalities.

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