1. Remember This!
Guo,Li (Lisa)
Ateneo Graduate School of
Business
May 9, 2013
Companies Manage
International Marketing Activity

2. • Concept 6
• Companies manage their
international marketing activity in
three ways:
• 1. Export Departments
• 2. International Divisions
• 3. Global Organization

3. Most companies
first organize an export department,
then create an international division,
and finally become a global
organization.

4. Think about A Clock ...

5. There are three hands ...
The Second Hand The Minute
Hand
The Hour
Hand

6. The Second Hand
The Second Hand click 60 times for the minute hand to click 1 time.
Export Departments
﹦

7. The Minute Hand International Divisions
The Minute Hand click 60 times for the hour
hand to click 1 time.
﹦

8. Finally, The Hour Hand have to clike 12 Times
to finish one circle.
The Hour Hand Global Organization
﹦

9. The Second
Hand
The Minute Hand
The Hour
Hand
Export
Departments
International
Divisions
Global
Organization

10. Summary
Concept 6
Companies manage their international
marketing activity in three ways:
1. Export Departments
2. International Divisions
3. Global Organization