International Marketing:

Marketing is a universal economic activity that is found in all societies. Through marketing, individuals and organizations obtain what they need and want. When conditions allow some marketers can sell goods and services outside their national boundaries. When business people or entrepreneurs see opportunities to make profits by serving the needs of users of a product in other parts of the world then international trade takes place. The principles of marketing are universal but their application is affected by the environmental conditions that each country faces. The goal of any marketer whether local or international is the same: "to execute exchanges with the market".

The key element in international marketing or exchange is the ability to recognise foreign opportunities, to interpret the external uncontrollable environment and to understand how the company's resources fit the requirements for a profitable exchange.