Marketing is a very important part of any organization. It is essentially the process of production, promotion, pricing and distribution of products and services, with the aim of fulfilling the needs of customers, while also attaining the objectives of the organization.
There are two kinds of marketing that will be discussed in this article, i.e. domestic marketing and international marketing. Domestic marketing refers to the marketing activities carried out by a company within its national borders. International marketing extends to different countries across the world, i.e. the marketing activities are carried out at a global level. The world is rapidly shrinking and the borders between countries are slowly diminishing, which is why most companies are not only concentrating on the local market, but are also trying to cater to customers from all over the world. This is why it is important to comprehend both domestic marketing and international marketing. The two terms will be described in this article and the main differences between them will be highlighted.
Definitions and explanations
Domestic marketing
Domestic marketing comprises of the marketing strategies used by a company to attract customers and compel them to purchase a product or service within a local market. The marketing activities in domestic marketing are restricted to the local boundaries, and a limited number of customers are served.
Domestic marketing has several advantages. It is more convenient to carry out as it has to deal with just a single form of competition and economic issues. No communication barriers are faced as the local customers can easily comprehend the message of the company. In addition, the company can easily acquire and understand data regarding the trends of the local market and the requirements, tastes and preferences of consumers. This allows companies to take decisions and formulate marketing strategies in a more effective manner. There are also lower risks in domestic marketing and limited investments are required.
However, the scope of local markets is quite narrow and growth is limited. Hence, many companies aim to expand their operations to the international market.
International marketing
International marketing is the kind of marketing that focuses on a wider customer base, one that extends the national boundaries. Customers from all over the world are targeted in international marketing. This kind of marketing is quite complicated and requires significant financial investments.
There are different laws and regulations pertaining to business in each country, and it is important for a country seeking to gain entry into a foreign market to first become aware of these rules. The requirements and preference of customers may also be different; hence, the marketing strategies should be developed according to these different needs and requirements.
Companies need to put in more time and effort to carry out international marketing. In addition, it is also much more risky than domestic marketing. The international market is quite uncertain and companies should always be prepared to handle any changes that take place suddenly.
Difference between domestic marketing and international marketing
The main difference between domestic marketing and international marketing has been explained below:
1. Meaning
In domestic marketing, the company is involved in the production, promotion, distribution and sale of products and services within its own country. However, in international marketing, these activities extend beyond the boundaries of the company’s own country to offer goods and services to various countries across the globe.
2. Growth opportunities
Domestic marketing has a limited scope and offers little opportunities for growth, whereas the scope of international marketing is vast, offering numerous growth opportunities.
3. Area covered
Domestic marketing covers a limited area within a single country, whereas in international marketing, an extensive area is covered, spanning across several countries.
4. Government intervention
There is less intervention from the government in domestic marketing in comparison to international marketing. This is because in international marketing, the company has to consider the laws and regulations of various countries.
5. Risks involved
Lower risks are involved in domestic marketing, and fewer challenges are experienced because of the limited scope of this form of marketing. On the other hand, high risks and challenge are involved in international marketing because of issues like socio-cultural differences, exchange rates, uncertainty of entering a foreign market, and so on.
6. Technology use
In domestic marketing, there is limited use of technology. International marketing, in contrast, can take advantage of the latest technologies being used in different countries.
7. Research required
A company involved in domestic marketing does not have to carry out a lot of research because they cover a limited area. In addition, since they are catering to only the local market, they are already aware of conditions prevailing in the market. On the other hand, foreign markets need to be studied extensively because the company is not aware of the conditions prevailing in those markets.
8. Customer characteristics
Domestic marketing deals with a single type of consumers that have similar characteristics. On the other hand, international marketing caters to different kinds of customers that have distinct characteristics, tastes and preferences.
9. Financial resources
Domestic marketing requires fewer financial resources and capital investment, whereas significant investments are needed to carry out international marketing.
10. Limitations
Not many limitations are experienced in domestic marketing. However, international marketing faces several limitations, including language barriers, cross-cultural differences, differences in customs and norms of different societies, exchange rate fluctuations, and so on.
Domestic marketing vs international marketing – tabular comparison
A comparison of domestic marketing and international marketing in tabular form is presented below:
|
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| Meaning | ||||
| Carrying out marketing activities within the local market | Carrying out marketing activities in different countries all over the world | |||
| Scope | ||||
| Limited | Wide | |||
| Area covered | ||||
| Single countries | Multiple countries | |||
| Government intervention | ||||
| Low | High | |||
| Risk involved | ||||
| Low | High | |||
| Technology use | ||||
| Limited | Using and sharing latest technologies of different countries | |||
| Research required | ||||
| Less research needed | Extensive research of the foreign markets is required | |||
| Customer characteristics | ||||
| Similar customer characteristics | Different features, requirements and preferences of customers | |||
| Financial resources | ||||
| Few financial resources required | High financial resources required | |||
| Limitations | ||||
| Very few | Several limitations faced: communication barriers; currency rates; different customer characteristics; high risk; different laws, customs, traditions, etc. | |||
Conclusion – domestic marketing vs international marketing
Companies typically start their operations at the domestic level. This is because they are already familiar with the market conditions, laws, policies and customer preferences and so they find it easier to function in a domestic setting. In addition, domestic marketing requires limited funds, which makes it less challenging for companies to work in the local market. However, the scope of the domestic market is limited, and the growth of the companies soon becomes stagnant because of which they wish to expand their operations to the international market as it offers significant opportunities for growth and considerably higher returns. However, international marketing is quite risky, and to be successful, the companies need to exhibit a high degree of commitment. They need to put in a lot of time and effort to research about the new market and develop plans so that they can deal with the various challenges that they come across in the foreign market.
