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...Business and Economics
Academy of Economic Studies
1. Definition of international marketing and self reference criterion
International marketing has been defined by many authors and box, no. 1 offers some of these
definitions. However, in the simplest way international marketing can be defined as
marketing across borders. But what is marketing? And we will go back to the definition of
marketing. One of the most recognized definitions of marketing was given by the American
Association of Marketing that defines marketing as “the process through which the company
plans and executes the concept, the price, the distribution and the promotion of goods, ideas,
services, in order to create exchanges that satisfy both individuals and organizations”.
International marketing is about the application of marketing skills and techniques to markets
beyond the domestic market. The marketing concepts, skills and techniques are universal, but
their application to different markets varies, because of the environmental differences
encountered.
At international level the environment in which the companies function (the uncontrollable
elements) can change dramatically from one country to another and this is the international
marketer’s primary concern: the difficulties created by different environments and how to
deal with them.
Cateora et al. (2002) present the fact that the international marketer’s task is more complex
than that of the domestic marketer. This happens because the international marketer must
deal at international level with at least two levels of uncontrollable variables instead of one
(besides the domestic environment of the home market, it is also the foreign environment of
the foreign market).
Marketing controllable are the elements the marketer controls and he can change at his own
will (price, promotion, product, distribution).The...
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