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This document provides an overview of international marketing. It discusses reasons why companies go international, including market saturation, foreign competition, and emerging new markets. It also outlines the stages of international marketing expansion from domestic to global. Additionally, it presents the framework of international marketing involving political, economic, socio-cultural, technological environments. It defines a multinational enterprise (MNE) as a firm that owns assets in more than one country, with at least 25% of its operations outside its home base. Finally, it notes characteristics of MNEs such as economic power and large foreign sales, assets and profits.
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chapter-1
- 1. Aspects of International Marketing Chapter 1 International Marketing Dr. Amr Kheir-El-Din
- 2. International Marketing International Marketing is : Satisfying customer needs across national borders
- 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. 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. Stages of International Marketing Expansion 1. 2. 3. 4. 5. 6. Domestic Regional Exporter Exporter International International to Global Global
- 6. Framework of International Marketing Political/Legal Economic Environment Product Price International Customers Promotion Socio Cultural Environment Place Technological Environment
- 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. Ratio of Foreign (F) to total (T) operations At least 25% of its sales, assets, and profits are generated outside the home base.
- 9. Management Attitude Ethnocentric = Are home country oriented Polycentric = Are host country oriented Geocentric = Are world-wide oriented
- 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.