International or global marketing is defined as presenting an idea and final product to the rest of the world for the purpose of gaining an international marketing community. Domestic marketing refers to presenting products within the country where the company is located. Examples of companies that engage in both types of marketing are Coca-Cola and McDonald's.
ConsumerPsychologist explains that international marketing deals with communicating to different cultures. One cited example includes a U.S. company not displaying a dog on its package in a country with a large Muslim population, as Muslim tradition views dogs as "dirty" animals. In contrast, domestic marketing enables a company to act more ethnocentric and ignore global realities.
Additionally, experts mention two forms of market research to aid in advertising: primary and secondary. Primary research involves a firm gathering information for its own needs, while secondary research stems from outside resources, such as the Internet. Forbes Funds states that both modes of research turn up hard and soft data. Hard data is strictly quantitative and measurable, while soft data is more qualitative and subjective. ConsumerPsychologist indicates the cost and reliability of each type of data must be taken into consideration before research begins for both domestic and international markets.