Factors of International Marketing Environment

                 Factors of International Marketing Environment:

Factors or forces involved in the international marketing environment can be classified into three categories as stated in the figure 1. Manager dealing with international marketing has to design his marketing mix and marketing (mix) strategies in accordance with these forces.

1. Global Factors:

Such factors are related to the world economy. Broader picture of global phenomenon affects every decisions of international marketing.
Main global factors include:
i. Customer-related factors
ii. Political and legal factors
iii. Social factors
iv. Cultural factors
v. Competition
vi. Global relations among nations and degree of the worldwide peace.
vii. Geographic/ecological/climate-related factors
viii. Functioning of international organisations like UNO, World Bank, WTO, etc.
ix. Availability of marketing facilities and functioning of international agencies, etc.

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