International Marketing, Price, Distribution

1. Introduction to International Marketing
2. Export process and International Marketing
   1. Case Study: Coca-Cola’s Global Marketing Strategy
3. Key concepts related to International Marketing
4. Global marketing mix (Promotion, Distribution, Price, and Product)
5. Extended Ps (People, Process, Physical Evidence)
   1. Case Study: PepsiCo’s Global Marketing Mix
   2. Case Study: Sunrise Boutique Hotel
6. International Marketing Plan
7. Global Marketing Evolution
   1. Case Study: Nike’s Global Marketing Evolution. AI in Nike campaigns
8. International Business Plan
9. From local to a global company
10. Intellectual Property Rights (TRIPS)
11. Case Study:
    1. TESCO
    2. Fiat Iveco
    3. General Electric

AI for Global Business

1. AI in International Marketing and Customer Insights

The educational aims of the Subject “Foundations of International Marketing” are:

In this subject, student learns how to identify the key elements of International Trade, and how to design an International Marketing strategy effectively.

1. Examining the Objectives of International Marketing
2. Exploring the concepts of price and value to the customer
3. Contrasting global marketing to local marketing
4. Examining the marketing mix in the context of International Marketing
5. Highlighting the key factors to include in an export marketing plan

IMPORTANT NOTE - this subject is only an introduction to International Marketing, student will have a real vision of International Marketing, after studying the following subjects:

1. Global Market Research
   1. PESTEL Analysis (Political, Economic, Social, Technological, Environmental, and Legal)
2. Global Pricing Policy
3. Global Promotion Policy
   1. Religion and international promotion
4. International Distribution
   1. Religion and global distribution
5. Global Product Policy
   1. Religion and international product/service policies
6. Segmentation, Brand, and Positioning
   1. Positioning
   2. Faith-based Marketing
7. Standardization vs. Adaptation. Glocalization Strategies
8. Business strategies to successfully adapt to religious diversity
9. Global Marketing & Trade Agreements

All ethical principles and values derived from religions influence consumption patterns and all the variables of traditional Marketing, including the 4Ps (Product, Promotion, Distribution, Price), as well as the other 3Ps (People, Process, Physical Evidence). Anyone wishing to conduct global business must evaluate the impact of each religion on these 7Ps.

1. Religion and ethical frameworks

The Subject “Foundations of International Marketing” is included within the curriculum of the following academic programs at EENI Global Business School:

Masters: Foreign Trade, International Business.

Postgraduate Certificate in Global Marketing.

Doctorate: World Trade.

Languages: or Marketing international Marketing internacional Marketing internacional.

Credits of the Subject “Foundations of International Marketing”: 1 ECTS.

There are many definitions of International Marketing. The better definitions are focused on the orientation and satisfaction of the customer needs.

International Marketing has been defined as the matching of the company resources to the needs of the foreign customer in the context of achieving business goals. It is the best way of using the company resources to satisfy the needs of foreign customers to the greatest benefit of the enterprise.

From another viewpoint, the International Marketing is the process of getting a product/service from the producer to a customer in a foreign country.

The global marketing mix refers to the set of controllable marketing elements that a company strategically adjusts to effectively reach and engage customers across international markets. It is based on the traditional 4Ps—Product, Price, Place, and Promotion—but is often expanded to include additional elements such as People, Process, and Physical Evidence to address the complexities of global operations.

By adapting each element to suit local market conditions, cultural differences, regulatory environments, and consumer preferences, companies can create cohesive yet flexible marketing strategies that drive global competitiveness and brand consistency.

1. Cultural influence of religion in global business

Nestlé exemplifies an effective global marketing mix by balancing standardization and adaptation. The company standardizes its core products, such as the globally recognized KitKat brand, while tailoring flavors to local tastes—like the popular green tea KitKat variant in Japan.

1. Standardization vs. Adaptation. Glocalization Strategies

Pricing strategies are adjusted competitively to reflect local economic conditions, ensuring affordability and market relevance. Distribution channels combine global retailers with local partners to maximize reach and convenience. Meanwhile, promotional campaigns are customized to resonate culturally, leveraging local traditions, media channels, and consumer behaviors.

Extended Ps in the Global Marketing Mix (Service-Oriented or Advanced Considerations)

1. People: Invest in training employees and local partners to deliver consistent, culturally sensitive service
2. Process: Optimize and standardize operational workflows to ensure efficiency and consistency across markets, while adapting systems like ordering or payment platforms to local languages and preferences.
3. Physical Evidence: Design physical and digital brand touchpoints—such as retail stores or websites—to reflect the company’s quality standards while catering to local tastes and cultural nuances.

To profitably satisfy the customer needs, the company first must understand its external and internal situation, including the client, market environment, ande business capabilities.

Furthermore, it needs to forecast trends in  dynamic environment in which it operates. A useful framework for performing a situation analysis is the 5 C Analysis.

In any case, the design of an International Marketing Plan will also be one of the pillars of the export activity.

The new Economy requires the implementation of new approaches and technologies. Many things should be re-invented to be adjusted to the new environment. Traditional marketing strategies are being transformed. The principles of  traditional marketing need to be re-discovered. Without a doubt, e-business has an impact on a product, price, promotion, and distribution.

One must also consider online marketing policies. In e-marketing, the supplier is interested in developing a one to one communication with the consumer. This subject examines e-marketing characteristics and the new approach to the e-marketing plan.

From local to a global company.

The seven stages by which a company moves from being just a company supplying to national market to being an export company may be detailed as follows:

1. The company does not want to take on board the extra burden of export. Although it receives orders from abroad from time to time; it does not process them as “we are too engaged” or “we are not organized to deal with them”
2. The company does process the orders from abroad but does not attempt to prospect for more
3. The company seriously studies the viability of exporting. This stage may occur without number 2
4. The company exports experimentally to a few countries
5. The company uses the experience gained in exporting to these countries to develop the skills needed to export successfully
6. Based on this new experience; it selects the most relevant markets and applies International Marketing techniques tailored to the needs of each market
7. The company goes global. All the markets of the World can be accessed to advantage

Global marketing has undergone a significant transformation, shaped by technological advancements, shifting consumer behaviors, and global economic changes. Its development can be broadly categorized into four key phases:

1. Early Stage (Pre-1990s): Localized and Traditional
2. Digital Dawn (1990s–2000s): Rise of the Internet
3. Social Media and Mobile Era (2000s–2010s): Consumer Empowerment
4. Data-Driven and AI-Powered Marketing (2010s–Present): Personalization at Scale

Nike's global marketing strategy blends standardized branding—such as the iconic “Swoosh” logo—with localized campaigns that resonate with regional audiences. This includes sponsoring local athletes and customizing product designs to reflect local fashion trends. The company leverages digital platforms like X to connect with global consumers, while also adapting its messaging and practices to align with local regulations and cultural preferences.