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International marketing is simply the application of marketing principles to more than one country. International marketing, also known as Global Marketing, deals with business on international level.  Many marketers see international marketing as a simple extension of exporting, whereby the marketing mix is simply adapted in some way to take into account differences in consumers and segments. It then follows that global marketing takes a more standardized approach to world markets and focuses upon sameness, in other words the similarities in consumers and segments.

At its simplest level, international marketing involves the firm in making one or more marketing mix decisions across national boundaries. At its most complex level, it involves the firm in establishing manufacturing facilities overseas and coordinating marketing.

International Marketing is the performance of business activities that direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit.

One of the fundamental steps that need to be taken prior to beginning international marketing is the environmental analysis. There are several tools available for carrying out this analysis such as PEST analysis, SWOT analysis, Five Forces Analysis etc.

PEST is a well-known and widely applied tool when considering the external nature of the domestic market. However, it is equally as useful when applied to the nature of the international marketing environment.

Another factor that needs to be considered is Tariff and Non – Tariff barriers. There are a number of fences that companies need to plan for when initializing international marketing. Tariff and non-tariff barriers are still very common, even today.

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Internet marketing is also known as e-marketing. It is essentially part of marketing.  Going by the definition of AMA, marketing can be defined as:-

Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

Internet marketing deals with achieving marketing objectives, through the application of digital technology. This digital technology includes web, PDA, mobile phones, as well as interactive television. The objectives can also be achieved with the use of electronic communication technology.

Therefore, internet marketing, by its very nature, is one aspect of an organizational function.  Internet marketing is a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in such a way that benefits both the organization and its stakeholders.  As such, internet marketing has its own approaches and tools that contribute to the achievement of marketing goals and objectives. The purpose of internet marketing is to reach a wider class of people, with minimum expenses. It is quite fast and quick in relaying messages to the target customers. Even the responses of the internet marketing are quite quick, be it negative or positive. If there are no responses, no further follow is necessary and the company can save its precious time and energy in following up dead cases. However if the response is positive, the follow up also can be instantaneous and one can expect quick and immediate benefits, in the form of orders, payments or sales.

For internet marketing strategy, several tools can be applied.  The internet offers a wide range of choices to the marketer, for example for internet marketing strategy, several options exist such as:-

* A company can distribute via internet such as Amazon.com
* The company can also use the internet as a way of building and maintaining a customer  relationship e.g. Dell.com
* The money collection part of a transaction could be done online e.g. electricity, telephone, or gas bills
* Leads generated by attracting potential customers to sign – up for short periods of time, before signing up for the long – term e.g. which.co.uk
* The internet could also be used  for advertising e.g. Google Adwords
* Moreover, , the web can also be used as a way of collecting direct responses e.g. as part of a voting system for a game show

There are several ways internet marketing strategy can be planned, for example

* An existing organization may embark on a plan to carry out internet marketing strategy as part of their marketing plan
* An organization trades solely on internet and hence their internet marketing strategy could include a marketing plan which focuses totally on internet marketing

The next step is obviously marketing plan, which could be either focused on internet marketing or all types of marketing. While planning for internet marketing, it is extremely important to pay attention to the attributes and activities of the competitor.  The questions, whose answers are to be sought are, where we are now and where we are heading. This gives the company a fairly good idea as to what strategies they should adopt.

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Philip Kotler is a renowned teacher who proposed the unique concept of Kotler Marketing Management. He has written a number of books on marketing management. Kotler marketing management focuses on the practical examples along with theories. Philip marketing management has published books on marketing management in association with some other authors on elements of marketing, marketing management, principles of marketing etc. all the books follow  a certain pattern , which first starts with an outline of the chapter and also has a photograph, which has direct relevance to the contents of the chapter .  Each chapter is illustrated with live examples, drawn from Indian European or American context. The idea of giving examples is to ensure that the reader understands the topic very well and also relates to the theory.  After giving the outline, Kotler marketing management books describe each and every point of the topics outlined at the start of the chapter. There are pictures which convey the message to the reader, as well as charts and figures. Further, there are quotes from famous authors also which authenticate the views expressed by the writer of the book.

Practically all aspects of marketing are covered in Philip Kotler marketing management. The start of marketing, with definition and planning aspects are described in a very lucid manner. The language is simple and down to earth for everyone to understand clearly. In fact many students, and teachers have drawn great inspiration from the book and also written their own books, based on the facts and figures given by Kotler

Management assignment, as the name suggests, deal with writing assignments on management subjects.  These subjects can be on any topic of management, such as finance, marketing, legal, human resources or even general. One of the most important skills you will develop as a university student is your ability to study. Although you may have developed effective study techniques in school, being at university poses some new and unique challenges. You must remember while writing management assignment that you are studying at university because you have already passed a lot of exams. What you need to do now is to continue doing those things that have worked for you in the past, and try and eliminate any bad study habits which have previously hampered your success.

At university level you are not just tested on simply what you can remember. University lecturers are not only interested in testing how much you know, but also in finding out how well you apply your knowledge and write your management assignments. You must try not to think of exams as hurdles between you and good marks or a degree. Instead, think about exams as an opportunity for you to demonstrate your understanding of material you have studied. Of course exams require you to work under conditions and time constraints which can be stressful, but this is just practice for dealing with the pressures and deadlines you will face in your working life after you graduate. Writing management assignment is the first step to learning the management aspects.

Market research is basically any organized effort to gather information about markets or customers. It is used to determine and implement a business strategy. Market research and marketing research are interchangeable words, but the main difference between the two is that while marketing research deals with specifically the marketing process, market research on the other hand is specifically concerned about the markets.  With market research, researchers discover what people want, need or believe in. another aspect is that it can also discover how people act in a particular way.  After completion of market research, one can determine the methods of marketing the products or services.  Several instruments are used for market research focus group discussion and survey is some of the common tools used extensively by marketers to meet their objectives.

Prior to starting a business venture, one needs to have information about the markets in terms of prices of commodities, supply and demand of the end products. All this can be obtained with market research. Such information gives an edge to the marketers in launching a product which meets the requirements of the end customers to a large extent.  Without proper market research, marketers would be hitting in dark and their efforts would simple go waste.  With market research, one can predict the upwards or downwards trends / movements of the market during a particular period of time.  This gives a fairly good idea to marketers to know about the acceptability of their products and services

Market segmentation is the process of defining and sub – dividing homogenous market into clearly identifiable segments having similar needs, wants or demand characteristics. Its objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment.

Few firms are big enough to supply the needs of an entire market, most must breakdown the total demand into segments and choose the one or some of them,  , which the firm is capable enough to handle.

Four basic factors that affect the market segmentation are

* Clear identification of the segment
* Measurability and effective size
* Its accessibility through promotional efforts
* Its appropriateness to the policies and resources of the firm

Market segmentation can be done in four ways viz

Behavioral, demographic, psychographic and geographical differences. These tools are quite precious in determining the right marketing mix, i.e. the 4 Ps of marketing (product, price, place and promotion) a judicious combination of the 4 Ps help marketers achieve their aims

Market segmentation is another part of market research where in you carry out division of the market or population, into sub groups with similar motivations.

Market segmentation is widely used for segmenting on geographic differences, personality differences, demographic differences, technology differences. Knowledge of such differences gives an insight to the marketers in designing their marketing strategies in such a way that they can target the right customers and position their products in the minds of customers , in such a way that they end up buying the product.

The  market strategy or marketing strategy is the term used by marketers. A market strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.  While preparing market strategy the aim should be customer satisfaction that should be the main goal.

Market strategy is a method of focusing an organization’s energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche. A market strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firm’s marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Market strategy determines the choice of target market segments, positioning, marketing mix (four Ps of marketing) and allocation of resources.   Its effect is maximum when it is an integral component of overall firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena, corporate strategies, mission and goals.  A customer is the main source of revenue for the company and therefore, market strategy and sales are closely linked.

Market strategy should always keep the marketing in line with the company‘s overall mission.  It is the mission of the company which decides all the policies and issues guidelines for operations.  A market strategy serves as a basis of marketing plan. A marketing plan contains a set of specific actions required to successfully implement a marketing strategy. A strategy consists of a well thought out series of tactics to make a marketing plan more effective.

The word marketing  and sales are often used interchangeably.  In marketing one tries to get a summary of the characteristics of a market, including information of typical purchasers and competitors, and often general information on the economy and retailing patterns of an area.

Using the art of listening is so crucial to the success of your company’s marketing, that to deny it is to invite failure. Listening to the prospects, trying to understand their needs and wants and then suggesting the best solution to solve their problems is the core concept of marketing.

There are times where businesses spend money on marketing, but for some reason their products still don’t sell. Consumers show no interest in their product, it’s almost as if the marketing message is invisible to them. There are several reasons that customers don’t buy and when we can take those reasons and evaluate our marketing message against them. This will help us in understanding why consumers may not be buying our product and how we can change our marketing message to turn that around.

Let us consider the following reasons why consumers don’t buy and evaluate how you can do better at marketing your products in a way that converts consumers into your customers.

* They are not aware of your product
* They don’t understand the benefit of your product
* They don’t feel  your product has  the perceived value
* They don’t see how your product meets their needs
* Your product is not accessible to them

All these reasons need to be considered before preparing a marketing plan and strategy

Integrated marketing is basically a management strategy, which is closely related to integrate marketing communications.  This term is used to describe a holistic approach to marketing communication. The idea is to ensure the consistency of message and the complementary use of media.  In integrated marketing, the essential identity of the firm needs to be molded and operational zed harmoniously in a coherent brand or company – wise strategy.  This can be done through quality of ideas, technology, processes, human resources and leadership.  This identity can be expressed in different forms such as:-

1. Vision,  which is expressed through cultural values, unique, competence, purpose
2. Positioning, by brand essence, brand personality
3. Product/service design values, and business model, integrated scorecard
4. Governing idea and customer satisfiers/values and
5. Marketing communications and media mix.

Integrated marketing is a strategy, which when correctly deployed, leads to the interconnection or evolution of a number of contemporary management principles. These can be incorporated as market positioning, brand identity corporate identity as management objectives. The success of any organization depends on proper functioning of various departments and integrated marketing ensures that the entire department has the same focus viz. customer satisfaction and with this objective, integrated marketing is used as a successful tool in meeting company’s objectives. It has benefits for both, company as well as customers.  The company can achieve economies of scale and be successful in their venture. The customer, on the other hand, is benefitted by getting one message from the company, by way of brand or product. As all the departments of the company work together, there is harmony and the net result is customer satisfaction