Countries, which have problems in the field of economic relations with aboard, usually misapply basic postulates and concepts of international marketing, as modern conceptions for achieving competitive advantage on international scale. Accordingly, this paper work researches the role of international marketing in the process of raising competitiveness of the agricultural and food products. Global marketing is facing a stronger and more complex challenge that needs faster and more subtle strategic responses. Namely, it must expect rapid changes, complex strategic situations, stricter and more unpredictable competition and changing mental maps of management, especially in regard to the affirmation of social awareness about the importance of respecting the environmental, social, political, cultural, and other components of the local market. Because the tastes, needs and consumer habits differ significantly, there is also justification for market segmentation of agri-food products.