With regards to international marketing, there was a couple of topics that surprised as well as interested me about international marketing.
One of the topic was regarding the mode of choice to venture into international markets. We all know that there are possible options available such as: Strategic alliances, Joint ventures, Subsidiary while entering newer international markets and marketing our products in newer markets. While each of these modes have their own pros and cons, the fascinating thing is to ensure a balance between maintaining control of business and product quality as well as mitigating country risk while pursuing expansion.
The second topic was about currency risk management while undertaking international marketing of goods and services. It is imperative and often critical to hedge the exposures of foreign currency carefully to ensure gains realized through sales of products or services are not wiped out by fluctuations in the currency exchange rates.