Abstract:

There is no difference between international marketing and domestic marketing. International (and multinational) marketing is only more complicated: the variables of the environment in many countries differ still from the variables in the home-market, but the commercial boundaries within Europe fade away. The countries of the EEC are forming the new home-market of the European firm. The European firm can only survive if they change their management vision from "traditional exporting" to export marketing or international marketing in the EEC. Besides is international marketing research indispensable. The activities in the export or international marketing planning: a. to analyse the environment and to distinguish the possibilities in the EEC (international marketing research; international market segmentation) b. to formulate the marketing strategy, among which the entry strategy c. to control and to evaluate the marketing strategy.