Marketing concepts, ASPECTS OF THE They include elements of the country

INTERNATIONAL Plan processes and principles DOMESTIC that can have a direct effect on the
MARKETING are universally applicable. ENVIRONMENT success of a foreign Company.
v Set prices
It allows us to carry out
business activities that are Political and legal forces
already fully designen to: Promote and Direct the The company's goal is to
flow of goods and make a profit by promoting, ELEMENTS
services pricing, and distributing Economic climate and
products for which there is competition
a market
Unlike national marketing,
THE INTERNATIONAL
international activities take
MARKETING TASK A political decision can have a direct
place in more tan one
country Firm Characteristics Promotion effect on a company's international
marketing success
Price Product Research
CONTROLLABLE
The difference is in the
environment in which the It is an important home-based
marketing plans must be Channels of
variable with far-reaching effects on a
implemented. distribution
company's competitive position in
foreign markets.
Political/legal forces
FOREIGN DOMESTIC
ENVIRONMENT ENVIRONMENT
Competitive Structure
(Uncontrollable) (Uncontrollable)

Economic Climate

Political/legal forces Economic forces

MARKETING Everything becomes a combination of Price, product, promotion, distribution

Cultural forces Competitive forces DECISIONS resources, structures and channels and research activities must
FACTOR competencies, since these can be used together to capitalize on
promote or limit strategic choice. anticipated demand.
Geography and Level of
Infrastructure

Structure and
Distribution
Produced by: Liliana Ovando Pérez
REFERENCE: R. Cateora, P., C. Gilly, M., & L. Graham, J. (2011). INTERNATIONAL MARKETING (15th ed., pp. 10-25). McGraw-Hill-Irwin.

ENVIROMENTAL
ADAPTATION NEEDED
The influence and impact of
uncontrollable environmental
elements must be interpreted
effectively in the marketing plan of
each foreign market in which
business will be done.
These elements constitute culture;
which can be difficult, if we cannot
recognize its impact.
THE TASK OF CULTURAL ADJUSTMENT
Is the most challenging and important
one confronting international
marketers
Marketing efforts must be tailored to
unfamiliar cultures
One must be aware of the frames of
reference that are used when making
decisions or evaluating the potential
of a market
One must be aware of the frames of
reference that are used when making
decisions or evaluating the potential
of a market
REFERENCE: R. Cateora, P., C. Gilly, M., & L. Graham, J. (2011). INTERNATIONAL MARKETING (15th ed., pp. 10-25). McGraw-Hill-Irwin.
THE SELF-REFERENCE CRITERION
AND ETHNOCENTRISM: MAJOR
OBSTACLES
The key to successful international
marketing is adaptation to
environmental differences from one
market to another
Steps to carry out an intercultural
analysis that isolates the
influences of the SRC:
1. Define the business problem or
goal in home-country cultural traits,
habits, or norms.
2. Define the business problem or
goal in foreign-country cultural traits,
habits, or norms through consultation
with natives of the target country.
Produced by: Liliana Ovando Pérez
It is an effort to anticipate the
influences of domestic and foreign
ADAPTATION
uncontrollable factors in a marketing
mix.
The SRC is an unconscious
PERSON'S SELF-REFERENCE
reference to one's own cultural
CRITERION
values, experiences and knowledge
as the basis for decisions.
The SRC is an unconscious
ETHNOCENTRISM reference to one's own cultural
values, experiences and knowledge
as the basis for decisions.
DEVELOPING A GLOBAL
AWARENESS
Isolate the SRC influence in the
problem and examine it carefully to
see how it complicates the problem. It talks about being globally aware and
for that we must have:
4. Redefine the problem without the
SRC influence and solve for the TOLERANCE OF KNOWLEDGE OF
optimum business goal situation CULTURAL DIFFERENCES CULTURES, HISTORY,
WORLD MARKET
POTENTIAL AND GLOBAL
ECONOMIC, SOCIAL AND
It is essential in international POLITICAL TRENDS.
marketing, since through it we can
understand cultural differences and
accept and / or work with others
whose behaviors may be different. Knowledge of cultures is important to
understand behavior in the market.
 STAGES OF
INTERNATIONAL
MARKETING INVOLVEMENT
These decisions should reflect
considerable study and analysis of
market
A number of factors favoring
faster internationalization:
NO DIRECT FOREIGN
MARKETING
Your products can reach foreign
markets
All through national wholesalers or
distributors who sell abroad without
explicit encouragement or even
without the knowledge of the
producer.
NO DIRECT FOREIGN
MARKETING
Most often do not represent careful
strategic thinking about international
expansion.
REFERENCE: R. Cateora, P., C. Gilly, M., & L. Graham, J. (2011). INTERNATIONAL MARKETING (15th ed., pp. 10-25). McGraw-Hill-Irwin.
1. Companies with either high-technology
and/or marketing-based resources
appear to be better equipped to
internationalize than more traditional
manufacturing kinds of companies
2. Smaller home markets and larger
production capacities appear to favor
internationalization
3. Firms with key managers well networked
internationally are able to accelerate the
internationalization process
The first two stages of international
marketing involvement are more
reactive in nature.
Therefore, sales to foreign markets
are made as goods become available
The consensus of researchers and
authors in this area suggests three
relatively distinct approaches to
strategic decisions.
Produced by: Liliana Ovando Pérez
REGULAR FOREIGN
MARKETING
At this level, the firm has permanent
productive capacity devoted to the
production of goods and services to be
marketed in foreign markets.
REGULAR FOREIGN
MARKETING
Such companies seek markets all
over the world and sell products that
are a result of planned production for
markets in various countries.
This planning generally entails not
only the marketing but also the
production of goods outside the home
market.
. At this point, a company becomes
an international or multinational
marketing firm.
1. Regular foreign marketing
2. Multidomestic or international
marketing
3. Global marketing
The primary focus of GLOBAL MARKETING
operations and production
is to service
At this stage, companies treat the
world, including their home market, as
one market.
Instead, market segments are defined by
Market segmentation
income levels, usage patterns, or other
decisions are no longer
factors that frequently span countries
focused on national
and regions.
borders.
THE ORIENTATION OF INTERNATIONAL MARKETING
Is the most effective approach to a meaningful
presentation.
The authors are of the opinion that a study of foreign marketing
environments, people and cultures and their influences on the total
marketing process is of primary interest.
Such companies seek markets all This planning generally entails not
over the world and sell products only the marketing but also the
that are a result of planned
production of goods outside the
production for markets in various
home market.
countries.
At this point, a company becomes
an international or multinational
marketing firm.