Tài liệu ebook - international marketing

Firms that do not take full advantage of global opportunities will in time lose their home base and
might get taken over by strong foreign players. International marketing focuses a fi rm’s resources
and its objectives on international opportunities. Each fi rm has some driving and stimulating forces in
this regard as also some restraining forces, like laidback ideas, rigidity of views, fear of the unknown.
The fact, however, remains that the international market provides enormous potential for business.
Overall, it is the place of perfect competition—there are lots of sellers and lots of buyers too. Products
sold can be undifferentiated products like ores and raw materials (which are sold on the basis of price
only). With differentiated or branded products, fi rms charge higher prices and they sell these products
on the basis of their brand equity the world over.
Countries differ from each other in terms of their we