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4.7 International marketing (HL only)

Unit 4.7 - International marketing (HL only)

Learning outcomes

International marketing refers to the marketing of an organization’s goods and services in overseas markets.  By operating beyond their national borders, multinational companies can earn significantly more sales revenue from international trade. Globalization has created many marketing opportunities for businesses

Benefits to an organization selling products in international markets include:

  1. Access to new markets

  2. Greater brand awareness and brand recognition

  3. Opportunities to enjoy further economies of scale by operating on a larger scale

  4. Increased sales and profits.

Watch this example of how Apple created a “global” advert in different countries:

The learning outcomes (or assessment objectives) for this section of the syllabus are:

  • Methods of entry into international markets (AO2)
  • The opportunities and threats posed by entry into international markets (AO3)
  • The strategic and operational implications of international marketing (AO3)
  • The role of cultural differences in international marketing (AO3)
  • The implications of globalization on international marketing (AO3)
InThinking resources

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Return to the Unit 4 Marketing homepage

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