When it comes to applying basic principles, there is no difference between domestic and international marketing. The processes of proper planning, designing, selecting the target audience and communicating the benefits of a business, product or services, will be universally applicable to both markets. Despite globalization taking centre stage and the fundamentals of the concept remaining the same, differences exist between the two types of marketing.
Domestic marketing is country specific in the sense that the production, promotion and distribution take place locally or internally as opposed to international marketing, which applies the same concept at a global level.
In the former case, there is little restriction and no government involvement in how the product is marketed, as businesses are generally aware of the limitations of the market. However, when you trade internationally, you will be subject to greater scrutiny with regards to various factors such as tariffs, taxes etc and must comply with the laws of that region. Similarly, there is a high degree of interference from local governments, trying to ensure that the marketed content is not violating any rules and regulations.
Domestic marketing leaves little room for diversification and sharing of knowledge, expertise and technology when compared with the international approach, which allows greater diversity and gives access to a whole new culture. Competitiveness hence increases as factors such as language barriers, immobility etc come into play.
Domestic marketing will therefore have a limited scope in how all the marketing elements will come in to play. However, international marketing opens endless opportunities for businesses to grow, expand and take advantage of various factors such as low wages and taxes. However, documentation requirements will be complex and the mode of payment will usually take electronic form when compared with domestic marketing, which allows clear patterns of payment with little to no documentation. Similarly, international marketing will be subject to greater volatility as different currencies will be used.