Not many classifications are to be found in marketing. However, if analyzed in terms of market location, marketing can be referred to on its national and international levels. Such classification does not seem to be intellectual game. In reality, it is about recognizing the needs of enterprises who attempt to move, at least part of their production, outside national market. Rising number of internationalizing enterprises face specific obstacles in foreign markets. There is a need for more efficient means of operation in the light of growing global competition. For enterprises, developing globalization process creates both opportunities and risk. For consumers, it can be beneficial, providing they are able to act in the new, global market reality. International marketing can serve as a guide - for enterprises in particular.
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