MINISTRY OF EDUCATION AND SCIENCE OF THE RUSSIAN FEDERATION

PLEKHANOV RUSSIAN UNIVERSITY OF ECONOMICS

CHAIR OF INTERNATIONAL BUSINESS AND

CUSTOM AFFAIRS

Coursework in International business

“Marketing and PR in international business”

Student: Pastukhova Arina

Group: 190-144MM

Supervisor: prof. Vincenzo Ligorio

Moscow

2016

Content

Introduction

CHAPTER 1 – Marketing and PR as an effective mean of selling goods and services.

1. Idea and essence.

2. Targets of PR and Marketing in international business.

3. The differences between PR and advertising

4. The concepts of international marketing

CHAPTER 2 – Competition and pricing policy

1. Product life cycle

2. Marketing researches and strategy development on international market.

CAPTER 3 - Examples

CONCLUSION

BIBLIOGRAPHY

APPENDIX

Introduction.

As technology creates leaps in communication, transportation, and financial flows, the world continues to feel smaller and smaller. It is possible for companies and consumers to conduct business in almost any country around the world thanks to advances in international trade. According to the World Trade Organization, the volume of international merchandise trade increased 33 times between 1951 and 2010.

Brands and products that originate in one country are enthusiastically accepted in others. For example, Louis Vuitton handbags, BMWs, and Columbian coffee, all foreign products, are symbols of status and quality in the United States – and many American brands, like Warner Brothers motion pictures, have similar footholds overseas.

However, globalization has created just as many challenges as opportunities for brands that venture overseas. Because consumers have so many more options for similar products, companies must ensure that their products are high in quality and affordability. Additionally, these products cannot be marketed identically across the globe. International marketing takes more into consideration than just language – it involves culture, market saturation, and customer behaviors. American and European companies especially have turned their international marketing efforts into something more than just exporting – they have adapted their branding to account for differences in consumers, demographics, and world markets.

Companies who have done this very well include Coca-Cola, who discovered that the word ‘Diet’ carries a negative connotation in Latin America and changed the name of their zero-calorie product to ‘Coke Lite’ for those countries. UPS, known in America for their brown trucks, issued a fleet of a different color after learning that their flagship brown trucks resembled Spanish hearses.

International marketing is the application of marketing principles in more than one country, by companies overseas or across national borders. International marketing is based on an extension of a company’s local marketing strategy, with special attention paid to marketing identification, targeting, and decisions internationally.

According to the American Marketing Association ¹(AMA) "international marketing is the multinational process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives."