International Marketing in Germany – From a cultural perspective

1.2.1
 
Definition of International Marketing 
International marketing is very different to domestic marketing, not only in the aspect of 
turning to more than one country. Czinkota and Ronkainen have defined international 
marketing as follows: 
"(...) international marketing is the process of planning and conducting 
transactions across national borders to create exchanges that satisfy the 
objectives of individuals and organizations.”
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In the last few years literature has been published, with new definitions like “global 
marketing” with the meaning that they coordinate marketing actions to more than one 
country. Both global and international marketing means taking marketing actions in more than 
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Czinkota, M. R., Ronkainen I. A., 
International Marketing, 
(2004), p. 4

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one country, but global marketing is when the actions are standardized over the world and 
international marketing when the message is differentiated for each country.
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1.2.2
 
The Marketing Mix and Internationalization 
In the internationalization process, some of the most important decisions concern the 
marketing mix and how it should be practiced. The traditional marketing mix contains the 
four Ps: price, product, place and promotion and it was first introduced in 1962 by Neil 
Borden.
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The names of the four Ps have remained the same since the introduction, though their 
meanings have been expanded. There have been attempts to add additionally Ps such as 
Magrath’s extra three Ps: personnel, physical facilities, and process management
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, as well as 
Kotler’s extra two Ps: power and public relations.
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The process of internationalization can occur in two ways, planned or unplanned. The planned 
international business process consists of a marketing phase, a negotiation phase and an 
implementation phase (see figure 1.1).
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