International Business Definitions
After looking at the term International Business yesterday, let’s look at International Marketing.
What Is International Marketing?
Again, I tend to use the most basic definition, and this is what I encounter in multicultural environments:
International Marketing is simply marketing to people or companies outside of your own domestic market.
What Is The Difference Between International Marketing And Global Marketing?
Again, most people out in the field will say they mean the same thing. Most people refer to international and global marketing from one standpoint: when they are referring to one person’s or company’s marketing to a foreign market.
But this time I do actually see a slight difference if I’m on the receiving end of the marketing efforts.
Here’s an example of Global Marketing:
Nike’s Slogan
USA: Just Do It
France: Just Do It!
= Global Marketing
Here’s an example of International Marketing:
McDonald’s Slogan
USA: I’m lovin’
France: C’est tout que j’aime .
= International Marketing
This is probably not a good academic example for company’s trying to define the difference. That’s how it comes across to me as a consumer living in a foreign country.
Nike is just flying around the planet at its own speed. And McDonalds is a bit closer down to the people in each country.
What Does This Mean To You?
Well if you are just starting to expand your international business, international marketing is where you are right now. International marketing is researching and communicating within each country you are targeting.
Don’t miss this guide on Get International Clients:
- International Business Success Basics
Read more articles on International Business Definitions:
- Define International Business
- 5 Success Keys For Small Businesses Developing Into International Markets
Here's to your international success,
Cindy King
Cross Cultural Copywriter & International Sales Specialist
Find out about working with Cindy
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But I guess to the French, Nike seems more of an exciting, exotic brand.
Hi Joshua,
Well this is a middle aged woman speaking here. So you might still be right. But I had two thoughts when I read your comment.
1. Last time I went to the US, the lines at immigration were horrendously long. There was a mixture of half French, half Americans and no had anything better to do that to start looking around. I heard a young American man say that it was real easy to see who the French people were and who the Americans were. Americans wear very thick tennis shoes and the French wear thinner shoes. It reminded me of the all the Hummers I had seen in the US compared to the French cars.
2. Looking at the shoes people wear can often tell you alot about where the person is from. I used to spend hours at a cafe when I was younger, trying to guess where people were from when the were far away, and then getting confirmation as to what nationality they were by tuning in to their conversations when they walked by.
I have no idea how Nike is doing in France. My two teenage daughters are not into them.
I suppose I’ve got you grinning now, a woman talking about shoes!
Cindy
Nice
Best wishes,
Alex
Thanks Alex!
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