Ticket-3 What is negotiation and why is it important?

There must be at least three major dimensions to the spills of international marketing:
1. Competence in marketing, with a sound grasp of marketing concepts, tools and techniques.
2. Ability to perceive patterns of consumer behaviour in different countries and the ability to evaluate the essential differences and similarities between markets.
3. Management skill to organise, plan, co-ordinate and control an operation of considerably greater complexity particularly in its human relationships – than that involved in the home market.
The skills involved in marketing have been aptly summed up by J.B. Mckitterick of the General Electric Company as, ” the principal task of the marketing function in a management team wedded to the marketing concept is not so much to be skillful in making the customer to what suits the interests of the business as to be skillful, in conceiving and then making the business to what suits the interests of the customer.”
Therefore it is apparent that the job of International marketing involves an additional dimension and requires a unique combination of skills.
International marketing is the marketing across the national frontiers. It refers to the strategy, process, and implementation of the marketing activities in the international arena.
International marketing may be defined as an activity related to the sale of goods and services of one country in the other, subject to the rules and regulations framed by the countries concerned. In simple words, it refers to marketing activities and operations among the countries of the world following different political and economic systems.
International marketing is marketing abroad i.e., beyond the political boundaries of the country. International marketing brings countries closer due to economic needs and facilitates understanding and co-operation among them. It is essentially a constructive economic and commercial activity which is useful and beneficial to all participating countries. International marketing act as an instrument of global growth and development.
According to Hess and Cateora international marketing is ‘the performance of business activities that direct the flow of goods and services to consumers or users in more than one nation.’ Marketing may be understood as human activity directed at satisfying needs and wants through exchange process.
It means working with markets. It means attempting to actualise potential exchange for the purpose of satisfying human needs and wants. It includes analysing the markets for their potentials in order to assess the needs of the customers. International marketing is a part of total marketing process.
It is marketing activities carried on by a marketer in more than one nation. It may be defined as – ‘marketing carried on across national boundaries.’ Marketing activities, i.e., buying, selling, transportation, storage and warehousing, financing risk bearing, pricings, standardising, advertising and sales promotion etc., may be called international marketing when performed in foreign markets across the national border.