International Marketing Vs. Domestic Marketing
• The main difference between them is that the marketing activities take place in more than one country.
• More complicated, at least two levels of uncontrollable uncertainty instead of one
• Uncertainty is created by the uncontrollable elements of all business environments, but each foreign country in which a company operates adds its own unique set of uncontrollable.
• Competition, legal restraints, government controls, weather, fickle consumers, and any number of other uncontrollable elements can, and frequently do, affect the profitable outcome of good, sound marketing plans.
• Marketer cannot control or influence these uncontrollable elements, but instead must adjust or adapt to them in a manner consistent with a successful outcome.
• Marketing objectives are achieved in a way of molding the controllable elements of marketing decisions (product, price, promotion and distribution) within the framework of the uncontrollable elements of marketplace (competition, politics, laws, consumer behavior, level of technology, and distribution).
