A study on impact of international marketing on local and international players and its impact on consumers

Abstract

In 21^st century market, globalization and liberalization has opened new doors for the producers and the consumers both. Consumers are now well informed and well equipped with information and the producers on the other side have access to latest technology to reduce cost and improve quality for penetrating into the new market which has no hurdles of geographical boundaries. International marketing has become one of the important factors for success of the business. In the global market different kinds of marketing strategy is used for targeting the across range of country. This paper tries to analyze the impact of international marketing on local and international players and also study its impact on the consumers. The rationale of the study is to know which door (strategy) companies use to enter in the international market. Exploratory Research Method is used to study the impact of international marketing with the help of primary and secondary data. Primary data is collected through questionnaire from the General Manager (Marketing) of various Multinational companies to study their strategies and Consumers view to study its impact.