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International Marketing
The paper aims at introducing the student to the basic fundamentals of International Marketing.
Marketing concepts, Selling Vs. Marketing, Marketing mix (4 Ps of Marketing), Difference between International and Domestic marketing, International Marketing environment: Meaning, Types of environment-External and Internal (in brief) International market segmentation: Definition, essentials of effective segmentation, International Market targeting, International Market positioning
Foreign market selection: Process International Market entry modes: Exporting, licensing, franchising, Contract manufacturing, Assembly, Joint venture, Strategic alliance, Merger and acquisition. International Product planning: Product concepts, levels, International Product Life Cycle (IPLC), process of new product development
International Pricing: Pricing objectives, factors affecting pricing decisions, pricing process, pricing methods International Packaging: Packaging concepts, importance, levels, and factors influencing packaging. International Distribution: Meaning, importance, types of export distribution intermediaries, factors affecting choice of distribution channel.
International Advertising: Definition, adaptation vs. standardization, Legal aspect of international advertising Personal Selling: Concepts, importance, process Publicity: Concepts, methods, Negative publicity. Sales Promotion: Concepts, tools and techniques of Consumer & dealer promotion
International Marketing Research: Concepts, importance, International marketing research process. International marketing control: Concepts, process, need, tools and techniques of marketing control.
1. Varshney, R.L. and Bhattacharyya, B., International Marketing Management: An Indian perspective, Sultan Chand & Sons, New Delhi.8th edition 2. Jain, Subhash C., International Marketing Management, CBS Publishers & Distributors, New Delhi..3rd edition 3. Kotler, Philip and Keller, Kevin Lan, Marketing Management, Pearson Education (Singapore) Pvt Ltd., Indian branch, New Delhi, 12 edition
1. Onkvisit Sak & Shaw John J “International Marketing-Analysis and Strategy”. Prentice Hall Publishing House,New Delhi.3rd edition. 2. Cateora Philip R & Graham John L , “International Marketing” .Irwin Mc Graw Hill, New Delhi 3 Vasudeva P K, “ International Marketing”. Excel Books,New Delhi 4. Ramaswamy, V.S. and Namakumari, S, Marketing Management: Planning, Implementation & Control, Macmillan India Ltd., New Delhi. 2nd edition.
