The document discusses the scope and challenges of international marketing. It provides an overview of key topics such as the benefits of international markets, the changing face of US business, and the importance of developing global awareness. It also outlines the progression from no direct foreign marketing to global marketing. International marketing requires understanding how culture influences the marketing task and avoiding ethnocentrism.
Global marketing - international marketing definedRECONNECT
This is the lecture of course "Global Marketing"
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Global marketing - international marketing definedRECONNECT
This is the lecture of course "Global Marketing"
This slideshare network of RECONNECT will provide all the presentation related to case studies, project presentations, educational, motivational slides & much more.
Follow Reconnect on slide share.
Official fb page: facebook.com/reconnectt
Official fb group: facebook.com/groups/reconnecting.tech/
Rights are reserved for this presentation. Please inbox 1st to get permission to use this
How to master the 8 challenges of international marketingDuffy Agency
For even the most accomplished U.S. marketers, the international arena can be a blind spot. Not surprising when you realize just how few US companies actually venture abroad.
Although international marketing operates off the same core marketing principles as domestic marketing, it is fundamentally different in practice. The eight areas outlined here reflect 24 years of dealing exclusively with international marketing. They summarize the most common pitfalls that snare marketers as they venture outside of their home markets or to foreign markets.
Read more: http://bit.ly/IntlMarketingChallenges
International Marketing Management PowerPoint Presentation Slides SlideTeam
Every organization needs to adapt to the ever-changing business environment. Sensing this need, we have come up with these content-ready change management PowerPoint presentation slides. These change management PPT templates will help you deal with any kind of an organizational change. Be it with people, goals or processes. The business solutions incorporated here will help you identify the organizational structure, create vision for change, implement strategies, identify resistance and risk, manage cost of change, get feedback and evaluation, and much more. With the help of various change management tools and techniques illustrated in this presentation design, you can achieve the desired business outcomes. This business transition PowerPoint design also covers certain related topics such as change model, transformation strategy, change readiness, change control, project management and business process. By implementing the change control methods mentioned in the presentation, you will be able to have a smooth transition in an organization. So, without waiting much, download our extensively researched change management framework presentation. With our Change Management Presentation slides, understand the need for change and plan to go through it without any hassles.
Lectures on International Marketing ManagementFarhana Akter
A multi mediia class lecture on-International Marketing Management for BBA,MBA,CA, ICMA Students and Corporate Trainees/Executives
____________________________________________
Dear Students and trainees/
Welcome you all !
This lecture is mainly prepared for the students of marketing & international business and also for the trainees who are working at corporate sectors and whose jobs are related with international marketing management.
I hope, you surely benefited from this lecture at your practical arena.
Thank you all.
Describes in important points how to enter in the market.
Six indicators of market potential.
Trends in international marketing.
Marketing environment.
Identifying marketing opportunities and threats.
International Market Entry & Development Advisory Specialist - Liow Ren Jan, ...RJ. Liow
“Mr. RJ. Liow is the Founder and CEO of AYS Sdn Bhd, the manufacturer and marketer of Sri Kulai halal ready to eat meals, which are available in major supermarkets in Malaysia such as Cold Storage and Tesco, as well as in airlines and food service providers. Sri Kulai is also available in his very own chain of Sri Kulai RTE Stations, “A one stop F&B outlet for halal ready to eat meals” under a licensing program.
In the short time since 2008, AYS has won numerous awards, including “Best Halal Product” presented at the World Halal Forum in 2009, and “Product Innovation Gold Award” from Malaysia Institute of Food Technology. Liow himself was awarded “Outstanding Leadership Award in World HRD Congress” this year, and “Asia’s thought leader award in Manufacturing” in 2012.
RJ speaks in international conferences. Some of the local and international conferences/events where RJ spoke to included “World Halal Week Conference 2013”, “Effective Entry to Indonesia by Halal Industry Development Corporation Malaysia”, as well as the following upcoming speaking engagements:
1. Food Ingredients Asia - MEGAtrends 2013 (Bangkok, September 2013)
2. National Quality Summit 2013 (Kuala Lumpur, September 2013)
RJ has recently launched a marketing book called “Marketing Halal: Creating New Economy. New Wealth”. Please check out www.marketinghalal.com.my for more insights to a very different kind of marketing book.”
Besides his halal ready to eat meals business, RJ helps companies and government trade organizations around the world to achieve their international business development goals. We generate leads, develop market entry and development strategies, identify and connect distributors and partners in our specialty markets – ASEAN, Middle East, China, Indian Subcontinent and Africa.
His company also provides consultancy services, training and business matching on the followings:
1. Training and consultancy services for setting up of Halal eco-system.
2. Business matching with companies from our network – ASEAN, Middle East, Indian Subcontinent and Africa.
3. Business advisory services on international market entry and development.
4. Speakers on doing business in our network countries.
Parties who are interested in our above services please write to Mr. RJ. Liow at lrj@ays.com.my.
We are also welcome partners who wish to work with us in the sales and marketing of our various programs and services.
How to master the 8 challenges of international marketingDuffy Agency
For even the most accomplished U.S. marketers, the international arena can be a blind spot. Not surprising when you realize just how few US companies actually venture abroad.
Although international marketing operates off the same core marketing principles as domestic marketing, it is fundamentally different in practice. The eight areas outlined here reflect 24 years of dealing exclusively with international marketing. They summarize the most common pitfalls that snare marketers as they venture outside of their home markets or to foreign markets.
Read more: http://bit.ly/IntlMarketingChallenges
International Marketing Management PowerPoint Presentation Slides SlideTeam
Every organization needs to adapt to the ever-changing business environment. Sensing this need, we have come up with these content-ready change management PowerPoint presentation slides. These change management PPT templates will help you deal with any kind of an organizational change. Be it with people, goals or processes. The business solutions incorporated here will help you identify the organizational structure, create vision for change, implement strategies, identify resistance and risk, manage cost of change, get feedback and evaluation, and much more. With the help of various change management tools and techniques illustrated in this presentation design, you can achieve the desired business outcomes. This business transition PowerPoint design also covers certain related topics such as change model, transformation strategy, change readiness, change control, project management and business process. By implementing the change control methods mentioned in the presentation, you will be able to have a smooth transition in an organization. So, without waiting much, download our extensively researched change management framework presentation. With our Change Management Presentation slides, understand the need for change and plan to go through it without any hassles.
Lectures on International Marketing ManagementFarhana Akter
A multi mediia class lecture on-International Marketing Management for BBA,MBA,CA, ICMA Students and Corporate Trainees/Executives
____________________________________________
Dear Students and trainees/
Welcome you all !
This lecture is mainly prepared for the students of marketing & international business and also for the trainees who are working at corporate sectors and whose jobs are related with international marketing management.
I hope, you surely benefited from this lecture at your practical arena.
Thank you all.
Describes in important points how to enter in the market.
Six indicators of market potential.
Trends in international marketing.
Marketing environment.
Identifying marketing opportunities and threats.
International Market Entry & Development Advisory Specialist - Liow Ren Jan, ...RJ. Liow
“Mr. RJ. Liow is the Founder and CEO of AYS Sdn Bhd, the manufacturer and marketer of Sri Kulai halal ready to eat meals, which are available in major supermarkets in Malaysia such as Cold Storage and Tesco, as well as in airlines and food service providers. Sri Kulai is also available in his very own chain of Sri Kulai RTE Stations, “A one stop F&B outlet for halal ready to eat meals” under a licensing program.
In the short time since 2008, AYS has won numerous awards, including “Best Halal Product” presented at the World Halal Forum in 2009, and “Product Innovation Gold Award” from Malaysia Institute of Food Technology. Liow himself was awarded “Outstanding Leadership Award in World HRD Congress” this year, and “Asia’s thought leader award in Manufacturing” in 2012.
RJ speaks in international conferences. Some of the local and international conferences/events where RJ spoke to included “World Halal Week Conference 2013”, “Effective Entry to Indonesia by Halal Industry Development Corporation Malaysia”, as well as the following upcoming speaking engagements:
1. Food Ingredients Asia - MEGAtrends 2013 (Bangkok, September 2013)
2. National Quality Summit 2013 (Kuala Lumpur, September 2013)
RJ has recently launched a marketing book called “Marketing Halal: Creating New Economy. New Wealth”. Please check out www.marketinghalal.com.my for more insights to a very different kind of marketing book.”
Besides his halal ready to eat meals business, RJ helps companies and government trade organizations around the world to achieve their international business development goals. We generate leads, develop market entry and development strategies, identify and connect distributors and partners in our specialty markets – ASEAN, Middle East, China, Indian Subcontinent and Africa.
His company also provides consultancy services, training and business matching on the followings:
1. Training and consultancy services for setting up of Halal eco-system.
2. Business matching with companies from our network – ASEAN, Middle East, Indian Subcontinent and Africa.
3. Business advisory services on international market entry and development.
4. Speakers on doing business in our network countries.
Parties who are interested in our above services please write to Mr. RJ. Liow at lrj@ays.com.my.
We are also welcome partners who wish to work with us in the sales and marketing of our various programs and services.
International marketing mix: global products and servicesluispachon
International marketing mix: global products and services takes into account what are the characteristics that companies must consider in order to satisfy the local customer's needs.
new product development and product life-cycle strategies sabaAkhan47
In this presentation i have explained the following:
1) definition of NPD (new product development)
2) NPD process
3) MANAGING NEW PRODUCT DEVELOPMENT
a) Customer-centered NPD.
b) Team based NPD.
c) Systematic NPD
4) Product life cycle and its stages.
5) Additional product and service considerations
6) Product decision and social responsibility
7) International product and services marketing.
This chapter is an introduction to International marketing. It covers the need for International Marketing, Difference between Domestic and International Marketing, The EPRG frame work, Challenges for International Marketing.
Learning Activity 1In the readings for this week we learned about .docxjesseniasaddler
Learning Activity 1
In the readings for this week we learned about the Demand Model that was introduced by Professor Michael Porter. According to the model, the ability of the firms in an industry whose origin is in a particular company to be successful in the international arena is shaped by four factors (1) their home country’s demand conditions, (1) their home country’s factor conditions, (3) related and supporting industries within their home country, and (4) strategy, structure, and rivalry among domestic competitors.
Learning Activity
Respond to the following questions:
(1)
Which of the four elements of the diamond model do you believe has the strongest influence on a firm’s fate when it competes in international markets?
(2)
Provide an example of a company that demonstrates this ability to compete internationally and how this company demonstrates this ability.
(3)
Which of the three types of International Strategies that were discussed in our readings does this company demonstrate? Provide a justification for your strategy choice.
Learning Activity 2
Multinational Organizations
1. International firms or multinational corporations are organizations that conduct business operations across national borders.
2. The strategic-management process is conceptually the same for multinational firms as for purely domestic firms, although the process is more complex for international firms due to more variables and relationships.
3. More time and effort are required to identify and evaluate external trends and events in multinational organizations than in domestic corporations.
4. Multinational corporations face unique and diverse risks, such as expropriation of assets, currency losses through exchange rate fluctuations, unfavorable foreign court interpretations of contracts and agreements, social/political disturbances, import/export restrictions, tariffs, and trade barriers.
5. Before entering international markets, firms should scan relevant journals and patent reports, seek the advice of academic and research organizations, participate in international trade fairs, form partnerships, and conduct extensive research to broaden their contacts and diminish the risk of doing business in new markets.
The Global Challenge
1. Few companies can afford to ignore the presence of international competition. Firms that seem insulated and comfortable today may be vulnerable tomorrow.
a. How to gain and maintain exports to other nations
b. How to defend domestic markets against imported goods.
2. America's economy is becoming much less American, as a world economy and monetary system are emerging. More and more countries around the world are welcoming foreign investment and capital. As a result, labor markets have steadily become more international.
3. Many countries became more protectionist during the recent global economic recession. Protectionism refers to countries imposing tariffs, taxes, and regulations on firms outside the country to favor.
Learning Activity 1In the readings for this week we learned abou.docxSHIVA101531
Learning Activity 1
In the readings for this week we learned about the Demand Model that was introduced by Professor Michael Porter. According to the model, the ability of the firms in an industry whose origin is in a particular company to be successful in the international arena is shaped by four factors (1) their home country’s demand conditions, (1) their home country’s factor conditions, (3) related and supporting industries within their home country, and (4) strategy, structure, and rivalry among domestic competitors.
Learning Activity
Respond to the following questions:
(1) Which of the four elements of the diamond model do you believe has the strongest influence on a firm’s fate when it competes in international markets?
(2) Provide an example of a company that demonstrates this ability to compete internationally and how this company demonstrates this ability.
(3) Which of the three types of International Strategies that were discussed in our readings does this company demonstrate? Provide a justification for your strategy choice.
Learning Activity 2
Multinational Organizations
1. International firms or multinational corporations are organizations that conduct business operations across national borders.
2. The strategic-management process is conceptually the same for multinational firms as for purely domestic firms, although the process is more complex for international firms due to more variables and relationships.
3. More time and effort are required to identify and evaluate external trends and events in multinational organizations than in domestic corporations.
4. Multinational corporations face unique and diverse risks, such as expropriation of assets, currency losses through exchange rate fluctuations, unfavorable foreign court interpretations of contracts and agreements, social/political disturbances, import/export restrictions, tariffs, and trade barriers.
5. Before entering international markets, firms should scan relevant journals and patent reports, seek the advice of academic and research organizations, participate in international trade fairs, form partnerships, and conduct extensive research to broaden their contacts and diminish the risk of doing business in new markets.
The Global Challenge
1. Few companies can afford to ignore the presence of international competition. Firms that seem insulated and comfortable today may be vulnerable tomorrow.
a. How to gain and maintain exports to other nations
b. How to defend domestic markets against imported goods.
2. America's economy is becoming much less American, as a world economy and monetary system are emerging. More and more countries around the world are welcoming foreign investment and capital. As a result, labor markets have steadily become more international.
3. Many countries became more protectionist during the recent global economic recession. Protectionism refers to countries imposing tariffs, taxes, and regulations on firms outside the country to favor th ...
In this presentation, we will discuss International Marketing while focusing on motives and problems of international marketing along with International market trend, world export, production sharing towards internationalization and various stages. Various types of decision making in the international marketing, scopes of Indian productions in abroad, driving and restraining forces to establish a market internationally, will also be discussed.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
International Marketing explores the history of trade and marketing between countries. In the year 1970, with the onset of progressive trade liberalization there was a tremendous expansion of the world trade. An organization’s way of marketing in a given country is termed “International marketing”. This comes into play when an organization is part of or associated with an enterprise which also operates in other countries and there is some degree of influence or control of the organization’s marketing activities from outside the country in which it sells and or produces.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
This Slideshare is the sole Property of the Welingkar School of Distance Learning – Reproduction of this material , without prior consent, either wholly or partially will be treated as a violation of copyright.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
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What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
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Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
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Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
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Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
3. Overview
1 The benefits of international markets
2 The changing face of U.S. business
3 The scope of the international marketing task
4 The importance of the self-reference criterion
(SRC) in international marketing
5 The increasing importance of global awareness
6 The progression of becoming a global marketer
1-3
4. Global Commerce Causes Peace
Global commerce thrives during peacetime
Economic boom in North America in the late 1990s
largely due to the end of the cold war
http://www.bea.gov
1-4
5. The Internationalization of U.S. Businesses
Exhibit 1.1 Foreign Acquisitions of U.S. Companies, Sources: Compiled from annual
reports of listed forms, 2012.
1-5
8. Exhibit 1.2 Selected U.S. Companies and
Their International Sales
US Bureau of Economic Analysis
Source: Compied from annual reports of listed firms, 2012
1-8
9. Self-Reference Criterion & Ethnocentrism
Self-Reference Criterion (SRC) is an unconscious
reference to one’s own cultural values, experiences,
and knowledge as a basis for decisions.
Ethnocentrism is the notion that people in one’s own
company, culture, or country know best how to do
things.
Both the SRC and ethnocentrism impede the ability
to assess a foreign market in its true light.
Unconscious Filters
1-9
10. Developing Global Awareness
To be globally aware is to have:
tolerance of cultural differences and
knowledge of cultures, history, world market
potential, and global economic, social, and political
trends
$2/Day
1-10
11. Stages of International Marketing
Involvement
No Direct Foreign Marketing
Infrequent Foreign Marketing
Regular Foreign Marketing
International Marketing
Global Marketing
http://www.airtractor.com
P&G in China
1-11
12. Factors Favoring Faster Internationalization
Companies with either high technology and/or
marketing-based resources are better equipped to
internationalize than more traditional manufacturing
companies (Tseng et. al., 2007)
Smaller home markets and larger production
capacities favor internationalization (Fan & Phan,
2007) and
Firms with key managers well networked
internationally are able to accelerate the
internationalization process (Freeman and Cavusgil,
2007)
1-12
13. The Orientation of International Marketing
Environmental/cultural approach
Relate the foreign environment to the marketing
process
Illustrate how culture influences the marketing task
The cultural environment within which the marketer
must implement marketing plans can change
dramatically from country to country
P&G's Diaper Revolution (print)
Pampers China Ad
Pampers' China Ad
1-13
Editor's Notes
In times of peace, international trade flourishes as relationships between countries improve. This has a ripple effect and a positive impact of the economies of all countries involved.
The ownership of many U.S. businesses is located with companies headquartered outside of the U.S. It is interesting to see that a company like Burger King is British and Seven Eleven is Japanese, brands in our daily life that we consider “American.”
Gigante, one of Mexico’s largest supermarket chains, now has several stores in Southern California, including this one in Anaheim. On store shelves are a variety of Bimbo bakery products. Grupo Bimbo, a growing Mexican multinational, has recently purchased American brand-named firms such as Oroweat, Webers, Sara Lee, and Mrs. Baird’s Bread.
What makes international marketing so much more complicated than domestic marketing are the various uncontrollable factors that companies have to encounter in international markets in addition to all the uncontrollable factors they would normally face in domestic markets. The uncontrollables in a foreign country could range from political or legal regulations that are unique to a country, competition, to consumer tastes and socio-cultural differences that are new to the company. Exhibit 1.3: The International Marketing Task illustrates the environment in which a firm operates in global markets.Case 1–1, Starbucks-Going Global Fast, is a good way to think about the marketing mix and the effects of uncontrollables and controllables both in the domestic and foreign environments. How would you have done things differently to overcome some of the problems illustrated in the case? Starbucks is looking to boost its overall rate of growth by applying its business formula to other nations that lack a Starbucks-type chain. In doing so, it is helping to change aspects of the material culture of those countries it enters, to feel more like the U.S. At the same time, Starbucks has found that to succeed internationally, it must customize aspects of its operations and marketing to local conditions, by introducing new versions of its basic drinks that appeal to local tastes for example.
The changing world economy has created unique opportunities for marketers. A product that has reached the end of its lifecycle in a mature western market may have tremendous potential in emerging markets such as Brazil, Russia or China. The reduced barriers and access to cross-border trade makes it possible for firms to source from various countries, reduce costs and sell worldwide. Deregulated markets in the former USSR and Eastern Europe, increasing competition, and open foreign investment policies in Asia, South America, and Africa have created new opportunities. It has allowed businesses to expand internationally.
The need to customize products and operations to local conditions that Starbucks encountered is a consistent theme in international marketing. Similarly, Starbucks' decision to take on foreign partners to help expand internationally is one that many companies must deal with. It also illustrates that it is inevitable for companies not to be influenced by Self Reference Criterion (SRC) or Ethnocentric attitudes, it is important that they consciously pay attention to overcome these attitudes while entering foreign markets. A person from one culture is often not aware that a reaction is influenced by one’s cultural background and that those from another culture may have a different perspective. The nature of the SRC is that whenever confronted by some aspect of another culture one’s reaction and evaluation is routinely clouded by one’s own cultural experiences. For example, it is common for one to frown upon the foods of another country when the same feelings may be expressed when people from that country visit other world regions. It is how one is raised and the foods one is accustomed to, such pepperoni topping on pizza in the U.S., a topping which most of the rest of the world is not familiar with. When this topping was requested by an American tourist in Germany, she received a pizza topped with “pepperoncini” peppers. In Korea, it is common to top ice cream with canned corn, which most of the western world may view with distaste at first reaction which is a natural reaction based on one’s own SRC and ethnocentric values.
Tolerance for cultural differences is crucial in international marketing. Tolerance is understanding cultural differences and accepting and working with others whose behaviors may be different from ours. Global awareness also involves knowledge of world market potentials and globaleconomic, social, and political trends. Over the next few years, there will be major changes in the socio-economic and political scenes round the world, particularly in the developed world. Global awareness is not simply recognizing that your world views are different from others, but also accepting the diverse perspectives of others. For example, that slurping and burping is a sign of respect for the host’s cooking and not bad manners, it means that the guests are thoroughly enjoying the food. Behaviors are not standard across countries, what’s acceptable in one country may be completely taboo in another.
No Direct Foreign Marketing In this stage, a company does not send its products overseas directly, but its products may become available in other countries through intermediaries or middlemen such as trading companies. Occasional internet sales because of a request from an overseas customer may also fall into this category.Infrequent Foreign Marketing Temporary surpluses in inventory may cause companies to sell their excess product in overseas markets. Note that in the first two stages of International Marketing Involvement, the strategies are reactive rather than proactive.Regular Foreign Marketing In this stage a firm has committed permanent resources towards international marketing and engages in it regularly on a proactive basis. The firm may use intermediaries to engage in international marketing.International Marketing In this stage has planned production and marketing to many countries around the world with specific targets for each overseas country market. It involves not only marketing but also production of goods in overseas markets.Global Marketing In the global marketing stage, the firm starts viewing the world, including their home market as one market. The major change is the orientation towards world markets and the activities directed at supporting this view.When exploring the different stages of international marketing involvement, it is important that we understand the differences between global markets and global products. We also need to understand that a global marketing orientation does not necessarily mean standardization across all markets. Instead it may mean operating as if all country markets in a company’s scope of operations (including the domestic market) are approached as a single global market that may have multiple market segments extending across national borders and that the company may be seeking commonalties across country markets in order to standardize the marketing mix where it is culturally feasible and cost effective.
Refer to text page 20, footnotes for the references on this slide.
The text addresses issues relevant to any company marketing in or into any other country or groups of countries, however slight the involvement or the method of involvement. Hence this discussion of international marketing ranges from the marketing and business practices of small exporters, such as a Colorado-based company that generates more than 50 percent of its $40,000 annual sales of fish-egg sorters in Canada, Germany, and Australia, to the practices of global companies such as Microsoft, Mary Kay, and Johnson & Johnson, all of which generate more than 50 percent of their annual profits from the sales of multiple products to multiple country-market segments all over the world.