This document outlines the key topics and assignments for an international marketing course. It includes chapters from the textbook on topics like cultural dynamics, global marketing research, and international marketing management. The assignments require students to analyze controllable and uncontrollable elements of entering a new global market with a selected product, develop a cultural analysis and marketing plan, and identify an appropriate international marketing channel. Grading is based on attendance, coursework, midterm and final exams.

1. Dr. Wegdan Hagag

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