A market is a system of institutions, rules and procedures relating to the exchange of goods and services between persons or organisations. Markets can be defined in different ways including by geography, customer, products or even by behaviour characteristics of customers.
An international market is defined geographically as a market outside the international boarders of a company‘s country of citizenship. Hence international marketing is defined as the exchange of goods and services across national borders to meet the requirements of the customers. It includes customer analysis in foreign countries and at identifying the target market. With the
increasing change in customers demand choices, preference and taste. The economies are expanding and giving way to more competitive marketing thus organisations need to respond rapidly to the demands of the customers with well-defined marketing strategies.