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Lecture 1: Ch.1 | Int'l Marketing-MKTG 335-G | Chad Jardine, Utah Valley University, 2015–2017

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Lecture 1: Ch.1 | Int'l Marketing-MKTG 335-G | Chad Jardine, Utah Valley University, 2015–2017

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Chapter 1: Scope and Challenge of International Marketing
This presentation is part of a series of lectures by Chad Jardine, teaching MKTG 335-G, International Marketing at Utah Valley University, 2015–2017.

International marketing is a fascinating topic and I hope publishing my lectures will inform and educate. It's important to note that this is NOT an online course. The video contains lecture content only and is presented without the course context where assignments, exams, and a schedule of other coursework would be included. Enjoy!

Chapter 1: Scope and Challenge of International Marketing
This presentation is part of a series of lectures by Chad Jardine, teaching MKTG 335-G, International Marketing at Utah Valley University, 2015–2017.

International marketing is a fascinating topic and I hope publishing my lectures will inform and educate. It's important to note that this is NOT an online course. The video contains lecture content only and is presented without the course context where assignments, exams, and a schedule of other coursework would be included. Enjoy!

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Lecture 1: Ch.1 | Int'l Marketing-MKTG 335-G | Chad Jardine, Utah Valley University, 2015–2017

  1. 1. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. International Marketing MKTG 335-G
  2. 2. McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. The Scope and Challenge of International Marketing Chapter 1
  3. 3. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Takeaways What You Need to Know: • The impact of global commerce on world peace • The benefits of international markets • The changing face of U.S. business • The scope of the international marketing task • The self-referencing criterion (SRC) i.e., “Me Marketing” • Importance of global awareness • The progression of a global marketer
  4. 4. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Does global awareness matter?
  5. 5. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Global Commerce Global commerce causes peace
  6. 6. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Global expansion increased as a result of the North American economic boom in the 1990s, due in large part to the end of the Cold War Global Commerce
  7. 7. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Who owns some of the top U.S. brands? The Internationalization of U.S. Business
  8. 8. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Owned by Brazilian private equity firm, 3G. The Internationalization of U.S. Business
  9. 9. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Also owned by 3G in partnership with Berkshire Hathaway. The Internationalization of U.S. Business
  10. 10. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Owned by Belgian-Brazilian conglomerate InBev. The Internationalization of U.S. Business
  11. 11. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Owned by South African Brewing Co. The Internationalization of U.S. Business
  12. 12. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Owned by the Dalian Wanda Group out of China. The Internationalization of U.S. Business
  13. 13. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Owned by the government of Venezuela. The Internationalization of U.S. Business
  14. 14. 1-5 Bimbo (a nonsense word in Spanish) has purchased U.S. brands such as Oroweat and Sara Lee.
  15. 15. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. The Internationalization of U.S. Business Unilever (British) Reckitt Benckiser (British) Electrolux (Sweden) Karl and Theo Albrecht (German Billionaires) Ito-Yokado (Japan) Bass (British) Henkel KGaA (Germany) Koninklijke Nederlandsche (Netherlands)
  16. 16. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. The Internationalization of U.S. Business
  17. 17. Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. International Marketing: MKTG 335-G Developing Global Awareness
  18. 18. Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. International Marketing: MKTG 335-G Requires objectivity
  19. 19. Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. International Marketing: MKTG 335-G Tolerance of cultural differences
  20. 20. Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. International Marketing: MKTG 335-G Knowledge of cultures, history, world market potential …
  21. 21. Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. International Marketing: MKTG 335-G … and global economic, social, and political trends.
  22. 22. Also current events: natural disasters, politics, wars, technology
  23. 23. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. SRC
  24. 24. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Body Photoshopping Female designers were instructed: Photoshop her form. The idea is to Photoshop and retouch this woman to make her more attractive to the citizens of your country. You can modify clothing, but her form must be visible. No nudity. All other changes, including those to her shape and form, are up to you. Source: http://petapixel.com/2015/08/15/one-woman-photoshopped-by-18-countries-beauty-standards-revealed/
  25. 25. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Body Photoshopping
  26. 26. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Body Photoshopping
  27. 27. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Body Photoshopping
  28. 28. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Body Photoshopping
  29. 29. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Body Photoshopping
  30. 30. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Body Photoshopping
  31. 31. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Body Photoshopping
  32. 32. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Body Photoshopping
  33. 33. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Body Photoshopping
  34. 34. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Body Photoshopping
  35. 35. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Body Photoshopping
  36. 36. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Body Photoshopping
  37. 37. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Body Photoshopping
  38. 38. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Body Photoshopping
  39. 39. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Body Photoshopping
  40. 40. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Body Photoshopping
  41. 41. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Body Photoshopping
  42. 42. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Body Photoshopping
  43. 43. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. SRC & Ethnocentrism Self-Reference Criterion (SRC) is an unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions.
  44. 44. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. SRC & Ethnocentrism Ethnocentrism is the notion that people in one’s own company, culture, or country know best how to do things.
  45. 45. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. The International Marketing Task Marketing Mix Controllable Research Distribution Channels Characteristics of the Firm Domestic Environment (Uncontrollable) Political/Legal Forces Competitive Structure Economic Climate Cultural Forces Geography & Infrastructure Level of Technology Structure of Distribution Competitive Forces Economic Forces Foreign Environment (Uncontrollable) Political/Legal Forces
  46. 46. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Source: Compiled from annual reports of listed firms, 2012 Company Global Revenue (billions) Non-U.S. Revenue Walmart $401.2 24.6% Ford 146.3 51.9 General Electric 182.5 53.7 Citigroup 52.8 74.8 Hewlett-Packard 118.4 68.2 Boeing 60.9 38.9 Intel 37.6 85.4 Coca-Cola 31.9 77.0 Apple 36.5 46.0 Starbucks 10.4 20.8 Selected U.S. Companies and Their International Sales Foreign Revenue of U.S. Multinationals
  47. 47. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Source: http://www.bea.gov/scb/pdf/2015/07%20July/0715_direct_investment_positions.pdf U.S. Outward Investment
  48. 48. Probably not an accident
  49. 49. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. 1. No Direct Foreign Marketing Stages of International Marketing 2. Infrequent Foreign Marketing 3. Regular Foreign Marketing 4. International Marketing 5. Global Marketing
  50. 50. 1-‹#› Factors Favoring Faster Internationalization ▪ Companies with either high technology and/or marketing-based resources are better equipped to internationalize than more traditional manufacturing companies ▪ Smaller home markets and larger production capacities favor internationalization ▪ Firms with key managers well networked internationally are able to accelerate the internationalization proces
  51. 51. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. The KOF Globalization Index (top 10 plus selected other countries) Globalization
  52. 52. 1-‹#› The Orientation of International Marketing ▪ Environmental/cultural approach ▪ Relate the foreign environment to the marketing process ▪ Illustrate how culture influences the marketing task ▪ The cultural environment within which the marketer must implement marketing plans can change dramatically from country to country
  53. 53. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. For Next Class Due by Next Week (Jan 18, 2017): • LearnSmart Ch. 1–2 • Video Icebreaker Assignment • Country and Product Selection
  54. 54. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. Takeaways What You Need to Know: • The impact of global commerce on world peace • The benefits of international markets • The changing face of U.S. business • The scope of the international marketing task • The self-referencing criterion (SRC) i.e., “Me Marketing” • Importance of global awareness • The progression of a global marketer
  55. 55. International Marketing: MKTG 335-G Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. International Marketing MKTG 335-G

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