Elena Horská, Slovak University of Agriculture in Nitra The Scope and Challenges of International Marketing

Global perspectives, recent events and trends The changing face of business 2. The increasing importance of global awareness 3. The progression of becoming a global marketer 4. Global terrorism, SARS – but international commerce continued 5. The high-tech and information technology development 6. The rapid growth of the WTO and regional free trade areas (NAFTA, EU) 7. General acceptance of the free market system among developing countries in Latin Amerika, Asia and Eastern Europe 8. Impact of the Internet and other global media on the dissolution of national borderds, 9. Managing global environmental sources.

Global marketing opportunities and threats: n Opportunities: –Increase in market potential –Trade and investment potential –Resources accessibility n Threats: –Increasing number of competitors –Increase in intensity of competition coupled with higher market uncertainty

International marketing n International marketing is defined as the performance of business activities designed to plan, price, promote, and direct the flow of a company´s goods and services to consumer or users in more than one nation for a profit. n Marketing principles, processes and concepts are universally applicable all over the world.

Under influence of globalization the separate parts of marketing management activities are actual: 1. In the relations with customers there is emergent real time management, online communication, internet based organization, faster product diffusion 1. Transferable market is based on global customer needs, with strong power of distribution channels, economic power of a few lead countries and globalized competition. 1. Paradox of high level of product standardization and product adaptation, with short innovation cycles, high costs of product development, fast changing technology and powerful brand policy.