Professional Documents
Culture Documents
International Marketing
International Marketing
Management
Chapter I
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Paradigm shifts
-- From latter half of last century international business
underwent major changes when large companies from U.S.,
Europe, Japan started expanding their operation beyond their
home countries.
-- These companies started identifying needs and wants of
customers in different nations and then provided them with
suitable products and service to satisfy; known as
multinational approach by firms like IBM, GM, Bayer,
Unilever, Toyota, Suzuki etc.
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Challenges
-- Difference in environment, competition, national income etc.
give rise to formidable challenges in international marketing
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