2. Chapter 1: The scope and challenge of
international marketing
Chapter 4: Cultural dynamic in assessing
global markets
Chapter 8: Developing a global vision through
marketing research
Chapter 11: Global marketing management:
planning and organization
Chapter 12: Product and services for
consumers
3. Chapter 14: International marketing channels
Chapter 18: Pricing for international markets
Attendance 10%
Course work 20% (submission deadline is the
1st of May)
Midterm exam: 20%
Final exam 50%
4. Assume you are an international marketer
and you have to market a specific product
globally (select any product, and identify the
global market to penetrate with your product,
mention why)
Identify any controllable and uncontrollable
elements you are expecting to face in the new
market.
Prepare cultural analysis for your potential
market.
5. What type of method you may apply to
research your potential market
How you may plan for entering your new
market and what is the entering strategy you
may adapt
What is the marketing channel you may use
to market your product internationally.
6. International marketing definition:
Business activities deigned to plan, price,
promote and direct the flow of goods and
services to consumers in more than one
nation for profit.
Difference of definition of domestic and
international marketing:
Marketing environment (more than one
country)
Complexity and diversity of marketing
operation.
7. International marketing task
Controllable elements
(Price, Product,
promotion, Distribution
channel, Research)
Uncontrollable elements
Domestic
environment
(Uncontrollable)
Foerign
environment
(Uncontrollable)
8. Controllable elements
Can be anticipated based on demand variation
Can be altered in the long run
Can be adjusted in the short run based on the
marketing conditions
9. Uncontrollable elements
Domestic environment (uncontrollable):
Home-country elements that can have a direct
effect on the success of foreign trade such as:
Political/legal (USA restrictions to trade with
Iraq)
Economic climate (restrictions against foreign
purchasing or investments)
Competitive forces (Kodak and Fuji film)
10. Uncontrollable elements
Foreign environment (uncontrollable):
The process of evaluating uncertainties in
foreign markets. This includes political,
economic, competitive, cultural,
infrastructure/ Geography and technology.
Example: Registration with China government.
Coca-Cola in India
11. Dealing with uncontrollable elements requires
environmental adaptation
Cross- cultural adjustments
Example: empty beach in tourism ads.
Meaning of words across countries (circle
with finger example)
12. Developing global awareness
To be global aware is to have:
1. Tolerance of cultural differences (accepting
to work with others whose behavior may be
different from yours due to cultural
variation)
2. Knowledge of culture, history, social and
political trends in foreign markets
13. Global awareness approaches:
1. Personal relationships in other countries
2. Successful long-term business
relationships with foreign customers
3. Foreign agents and partners
4. Having a culturally diverse senior executive
staff or board of directors
14. Degree of international marketing
involvement:
Should be based on study and research of
1. Marketing potential
2. Company capabilities
Factors that faster internationalization
1. Companies with high technology or excess
capacity and resources
2. Smaller home market and larger production
3. Firms with key managers having well
network.
15. Stages of international marketing involvement
Not necessary to be in liner order.
No direct foreign market
Do not directly reach customers outside
home borders
Products reach global markets without the
knowledge of the producers via:
1. Domestic wholesalers
2. Distributors
16. Infrequent foreign marketing
Infrequent and temporary marketing sales
overseas due to variation in demand or
production level
Little or no intention to maintain continuous
market representation
Foreign sales decrease or withdraws due to
domestic sales increase
No changes is made to the product line
Few companies fit this model today. Why?
17. Regular Foreign Market
Permanent commitment to produce at foreign
markets
Companies may employ foreign or domestic
overseas intermediaries or have it’s own sales
distributors
Aim is to serve foreign market needs
Companies start to depend on foreign sales
instead of just considering it bonus beside
domestic profit.
18. International marketing
Fully committed to international marketing
Seeks market allover the world
Production are planned for market in various
countries
Separate lines are directed to different
countries
19. Global market
Different between international marketing
and global market?
Company orientation toward markets and
planning activities.
Market orientation: treating home and world
market as one market
Planning activities: Segmentation decision is
no longer based on national boarders instead
segmentation is based on income
20. Managers strategic orientation toward
international marketing involvement
Domestic market extension orientation
International operation is viewed as a
secondary and extension of domestic
operation
Firms remain basically domestic
Very profitable
21. Multidomestic market orientation
Believes that market is different and each
market needs a separate approach
Follow market on a country to country basic
Uses separate marketing strategy
Advertising campaign is localized
22. Global market orientation
Generally referred to a global company
Marketing activity is global and the market
coverage is the world
23. Difference between marketing mix in the
mangers strategic orientation
Domestic market Multidomestic
market
Global market
• Target foreign
countries which they
can adapt similar
marketing mix
•Seeks markets with
same demand
•Market to foreign
customers with same
manner of domestic
customers
• Target any
foreign country
and attempt to
adapt marketing
mix to each
country
•Each country’s
marketing mix is
unique
•Marketing mix is
standardized
across boarders
Ex: Coca Cola
