GODFREY CHEGE, THE ACCOUNTANT

International marketing involves the same basic marketing tools, concepts, techniques used in domestic marketing. Differences arise in terms of applications of these fundamental domestic marketing practices to international markets, which are characterized by complex environmental differences and conditions. International Marketing and Domestic Marketing: Domestic marketing is the production, promotion, distribution and selling of goods and/or services within the borders of the country of the company origin. International Marketing involves production, promotion, distribution and selling of goods and/or services outside the country borders. International marketing becomes complex due to the host country government polices, political and economical situations, social and cultural difference as well as competition. Product Orientation: Every company believes that it has a superior quality product based on quality and features. Because of this they feel that the customer will ...

I am not a marketer but having taken a minor course in International Marketing while at the university, I know one or two concepts in this important subject. I happened to lead a finance department for more than 8 years in a major film production house in Kenya. One of the areas that I got very much interested is where we would sell our shows. Distribution channels were limited and entries into the available one were not easy.  First off, A marketing channel is ‘an organized network of agencies and institutions which, in combination, perform all the activities required to link producers with users to accomplish the marketing task’. This channel must be designed such that it delivers a level of value to the customer that creates a sustainable competitive advantage for the supply chain. This ‘value’ can take many forms depending upon the requirements of the customer. The relationship between the value of the product and the shopping experience is particularly important and the...