Aspects of International Marketing

Chapter 1
International Marketing
Dr. Amr Kheir-El-Din
International Marketing
International Marketing
is :

Satisfying customer
needs across national
borders
Why Go International?
1. Market Saturation
Ex: cigarettes, entertainment, fast
food, consumer electronics.
2. Foreign Comp...
Why Go International?
4. Globalization of Markets
5. Opportunities via Foreign Aid programs
6. Other reasons
a. Economies ...
Stages of International Marketing Expansion

1.
2.
3.
4.
5.
6.

Domestic
Regional Exporter
Exporter
International
Internat...
Framework of International Marketing
Political/Legal

Economic
Environment

Product

Price

International
Customers

Promo...
MNE
Definition
An MNE is a firm that owns,
manages, and controls income
generating assets in more than
one country.
Number...
Ratio of Foreign (F) to total (T) operations

At least 25% of its
sales, assets, and
profits are generated
outside the hom...
Management Attitude
Ethnocentric = Are home country oriented

Polycentric = Are host country oriented

Geocentric = Are wo...
MNE: Characteristics
Economic Power.
Oligopolistic Market structure.
Large percentage of sales, assets,
and profits are ge...
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chapter-1

  1. 1. Aspects of International Marketing Chapter 1 International Marketing Dr. Amr Kheir-El-Din
  2. 2. International Marketing International Marketing is : Satisfying customer needs across national borders
  3. 3. Why Go International? 1. Market Saturation Ex: cigarettes, entertainment, fast food, consumer electronics. 2. Foreign Competition Ex: cars, copying machines, photographic, construction 3. ُEmergence of new markets Ex: China, India, Eastern Europe, NICs
  4. 4. Why Go International? 4. Globalization of Markets 5. Opportunities via Foreign Aid programs 6. Other reasons a. Economies of scale b. Labor cost c. Tax incentives d. The desire to test products overseas e. The desire to have access to technological advances
  5. 5. Stages of International Marketing Expansion 1. 2. 3. 4. 5. 6. Domestic Regional Exporter Exporter International International to Global Global
  6. 6. Framework of International Marketing Political/Legal Economic Environment Product Price International Customers Promotion Socio Cultural Environment Place Technological Environment
  7. 7. MNE Definition An MNE is a firm that owns, manages, and controls income generating assets in more than one country. Number of nations In more than 6 countries.
  8. 8. Ratio of Foreign (F) to total (T) operations At least 25% of its sales, assets, and profits are generated outside the home base.
  9. 9. Management Attitude Ethnocentric = Are home country oriented Polycentric = Are host country oriented Geocentric = Are world-wide oriented
  10. 10. MNE: Characteristics Economic Power. Oligopolistic Market structure. Large percentage of sales, assets, and profits are generated outside the home base. The product of developed nations.

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