International marketing environment is a set of controllable (internal) and uncontrollable (external) forces or factors that affect international marketing. International marketing mix is prepared in light of this environment.
International marketing environment consists of global forces, such as economic, social, cultural, legal, and geographical and ecological forces, that affect international marketing decisions.
International marketing environment for any marketer consists of internal, domestic, and global marketing forces affecting international marketing mix.
Global or external Marketing Environment
- Economic Environment
- Social Environment
- Cultural Environment
- Demographic Environment
- Technological Environment
- Institutional Environment
- Legal/Political Environment
- Competitive Environment
Domestic Marketing Environment
- Domestic political climate,
- Government approach towards international trade,
- Legal system and business ethics,
- Availability and quality of infrastructural facilities,
- Availability and quality of raw-material,
- Functioning of institutions and availability of facilities,
- Technological factors, and
- Ecological factors
Organizational or Internal Environment
- Goals and objectives of organization,
- Managerial philosophy of organization,
- Personal factors related to management,
- Managerial attitudes toward other nations, customers, social welfare, etc.,
- Organizational policies and rules,
- Marketing mix,
- Form of organization and structure of organization,
- Internal relations with other departments, and
- Company’s relations with other stakeholders and service providers
One thought on “International Marketing Environment: External and Internal”