International market environment: identifying and analyzing opportunities in the international trading environment-understanding the changes in the world trading environment-IMF, WTO, World Bank. The C factors-countries, currency, competitors.
Understanding customer buying behaviour: consumer, business, institutional in different countries at different stages of economic and political development-using marketing research to identify opportunities, similarities and differences.
International marketing research: MR agency selection-the use of comparative analysis in international market appraisal- the development of international market strategy- international marketing planning.
International product management: portfolios, standardization and adaptation. Evaluation of stability with reference to marketing and financial implications.
Marketing communication: availability, constraints, suitability, selection of agencies.
Distribution and logistics: foreign market channel management. Appropriateness for financial, distribution, marketing and international trade purposes, customer service levels-demand generation and costs.
Pricing strategies: skimming and penetration pricing; currency considerations in exporting and in international marketing.
Evaluating and controlling: particular difficulties in evaluating and controlling international marketing strategy.