international marketing environment

                            International marketing environment

Environment consists of forces. Environment is made of such controllable and uncontrollable forces. It is the environment that determines favourable or unfavourable conditions, and hence, provides either opportunities or threats and challenges. Degree of one’s success, to a large extent, depends on effect of marketing environment and ability of the firm to respond effectively. International marketing environment covers all the relevant global forces influencing international marketing decisions.

These forces may be internal (such as resource ability and management attitudes), may be domestic (such as government policy toward international business and facilities), and global (such as overall international business environment of relevant part of the world). However, discussion of global forces is more relevant as they are major considerations in international marketing.

We can define the word ‘international marketing environment as under:
 International marketing environment is a set of controllable (internal) and uncontrollable (external) forces or factors that affect international marketing. International marketing mix is prepared in light of this environment.