Professional Documents
Culture Documents
International Marketing
International Marketing
Dimensions of Marketing
Consumer Marketing vs. Business-to-Business
Marketing
Domestic Marketing vs. Foreign Marketing
Comparative Marketing
International Marketing vs. Global/Multinational
Marketing
Domestic Marketing vs. International Marketing
- similar in nature but not in scope (scale)?
- different in degree but not in kind?
Overview of Global
Marketing
Domestic marketing
encompasses a firms
efforts in its home
country.
International
marketing involves
marketing goods and
services outside the home
country.
Global marketing is an
advanced form of
international marketing in
which a firm addresses
global customers,
markets, and competition.
Levels of International
Marketing
Domestic
Marketing
Export
Marketing
International
Marketing
Least
international
commitment
Limited
international
commitment
Substantial
international
commitment
Domestic
focus
Global
Marketing
Extensive
international
commitment
Focus on
segments,
rather than
countries or
regions
Geocentric
Comparativ
e
Advantage
Tax Incentives
Stage in the
Product
Life Cycle
Growth of
Internation
al
Marketing
Economic and
Demographic
Trends
Competition
at Home
International Philosophy
Human
Resources
Marketing
&
Sales
Corporation &
Business Lines
Manufacturing
& Distribution
Finance
Management
internationalizat
ion philosophy
affects all
functional areas
of the
corporation.
International marketing
It refers to marketing carried out by
companies overseas or across national
borderlines.
The performance of the business activities
that direct the flow of a companys goods
and services to consumers or users in more
than one nation for a profit.
INTERNATIONAL
MARKETING
Range of Global
Marketing Options
THEINTERNATIONALMARKETING
ENVIRONMENT
Asindomesticmarkets,marketersmustpayattentiontolocal
environmentalfactors.
INTERNATIONALECONOMICENVIRONMENT
Importantfactors:nationssize,percapitaincome,stageofeconomic
development,andinfrastructure.
IndiaandChinatogethercontributeonethirdoftheglobalGDP.
ExchangeratePriceofonenationscurrencyintermsofanothernations
currency.
INTERNATIONALSOCIALCULTURALENVIRONMENT
Marketersmustunderstandanationscultureandlanguage.
INTERNATIONALTECHNOLOGICALENVIRONMENT
Internettechnologiesconnectlargeandsmallfirmstoworldmarkets.
Asia,Europe,andNorthAmericaaccountfor87percentofworlds
Internetusage.
INTERNATIONALPOLITICALLEGALENVIRONMENT
Marketersmustbeawareofpoliticalconditionsandlegalenvironmentin
eachcountryinwhichtheycompete.
Internationallawregulatinginternationaltrade.
U.S.lawregulatinginternationaltrade,includingtraderegulations,tax
laws,andimport/exportrequirements.
Legalrequirementsofothernationsinwhichacompanyisdoing
business.
International Marketing
Environment
Foreign environment
Political/legal
forces
Cultural
forces
Political
/ legal
forces
Geography and
infrastructure
(uncontrollable)
Domestic environment
(uncontrollable)
(controllables)
Economic
climate
Structure of
distribution
Environmental
uncontrollables
country market A
Economic forces
Competitive
Competitive
structure
forces
Level of
technology
International environmental
forces
A strategy successful in one country can be
rendered ineffective in another by
differences in political climate, staged of
economic development, level of technology,
or other cultural variation.
International marketing
Considerations
Stages Of International
Marketing Involvement
1. No Direct Foreign Marketing: trading
companies, foreign customers, domestic
wholesalers, distributors
2. Infrequent Foreign Marketing:
Temporary surpluses caused by variations in
production levels or demand (few
companies today fit this model)
3. Regular Foreign Marketing: foreign or
domestic overseas intermediaries, own
sales force or sales subsidiaries
Stages Of International
Marketing Involvement
4. International Marketing: fully committed
and involved in international marketing
activities. Such companies seek markets all
over the world and sell products that are a
result of planned production for markets in
various countries.
5. Global Marketing: Market segmentation
decisions are no longer focused on national
borders. Instead, market segments are
defined by income levels, usage patterns, or
other factors.
Objectives of International
Business/International Marketing
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