Although the marketing function of an organization is essentially the same whether the market is domestic or international, there are many adaptations that must be undertaken when certain key concepts and/ or techniques are carried overseas. The American Marketing Association, cognizant of the changes that have taken place in the concept of marketing, has recently approved a new broader definition of marketing. Marketing is defined as "the 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." 1
Two concepts stand out in this definition. First, there is the idea that the planning and execution relate not only to products but also to ideas and services. The new definition emphasizes that marketing involves much more than just selling goods. Second, there is the notion that the modern marketing function is indeed a strategic matter in that it contributes to the overall strategic mission of the organization.
The overriding objective of the marketing manager is to ensure a long-term competitive advantage for the company. To accomplish this objective, the manager must perform two distinct but interrelated tasks:
(1) Market identification via marketing research
(2) Marketing management via development of a marketing mix
In Figure 14.1 these two tasks are subdivided into a number of subtasks. A review of the literature on marketing reveals a rather remarkable uniformity
of opinion as to the main subtasks that should be mastered by the person who is given the responsibility of devising an international marketing strategy. 2
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