The document provides an introduction to international marketing, including definitions of key terms, differences between international and domestic marketing, and challenges in international marketing. It discusses the international marketing concept, environmental forces companies must consider, and stages of international marketing involvement ranging from no direct foreign marketing to global marketing. Language barriers, standardization-customization issues, and ethnocentrism are highlighted as major obstacles international marketers face.

1. INTRODUCTION TO INTERNATIONAL MARKETING IMR300 – Lecture 1

12. International Marketing Environment Source: Philip R. Cateora. International Marketing. Ninth edition Source: Philip R. Cateora. International Marketing. Ninth edition Source: Philip R. Cateora. International Marketing. Ninth edition Source: Philip R. Cateora. International Marketing. Ninth edition (controllables) Domestic environment (uncontrollable) Economic climate Competitive structure Political/ legal forces Political/legal forces Foreign environment (uncontrollable) Economic forces Cultural forces Competitive forces Geography and infrastructure Structure of distribution Level of technology Environmental uncontrollables country market A

17. Language barrier

26. Global Economics and Global Exchange Free trade or Protectionism