Slide 1.

Chapter 1
International marketing and
exporting

Albaum et al., International Marketing and Export Management, 8e © Gerald Albaum, Edwin Duerr, Alexander Josiassen 2017
Slide 1.2

International marketing and exporting

The world economy was in a recession in late 2000s

and is now recovering.

Albaum et al., International Marketing and Export Management, 8e © Gerald Albaum, Edwin Duerr, Alexander Josiassen 2017
Slide 1.3

International marketing and exporting

(Continued)

The case for continued growth in international business

Five reasons:

1.Technological advances

2.Improved supply chain management

3.Increasing importance of innovation

4.More segmented markets in and across countries

5.Lower regulatory barriers

Albaum et al., International Marketing and Export Management, 8e © Gerald Albaum, Edwin Duerr, Alexander Josiassen 2017
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International marketing and exporting

(Continued)

The challenges of exporting and international marketing

Albaum et al., International Marketing and Export Management, 8e © Gerald Albaum, Edwin Duerr, Alexander Josiassen 2017
Slide 1.5

International marketing and exporting

(Continued)

Q: If going international is so challenging then why should

firms even bother?

The simplest reason is that for most products the export

market is greater than the domestic market!

Albaum et al., International Marketing and Export Management, 8e © Gerald Albaum, Edwin Duerr, Alexander Josiassen 2017
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Figure 1.2 Schematic model of the export marketing mix

Albaum et al., International Marketing and Export Management, 8e © Gerald Albaum, Edwin Duerr, Alexander Josiassen 2017
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1. Technical competence in marketing.

2. Specialized knowledge of the factors in the international environment
that are dissimilar or absent from the domestic environment.
3. The ability to utilize such knowledge in working with others, at home
or abroad, to develop and implement sound marketing programs.
Cultural empathy is a key ingredient.
4. A global perspective and an international outlook.
5. Experience outside one’s home country.
6. Knowledge of, or at least some training in, a foreign language.
7. International orientation (this includes cultural empathy/sensitivity
and language skills).

Exhibit 1.6 Some characteristics of export marketing executives

Albaum et al., International Marketing and Export Management, 8e © Gerald Albaum, Edwin Duerr, Alexander Josiassen 2017
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Figure 1.3 Export marketing planning process

Albaum et al., International Marketing and Export Management, 8e © Gerald Albaum, Edwin Duerr, Alexander Josiassen 2017
Slide 1.9

Table 1.1 Dimensions of export barriers

Source: Adapted from Shoham and Albaum, 1995, p. 93

Albaum et al., International Marketing and Export Management, 8e © Gerald Albaum, Edwin Duerr, Alexander Josiassen 2017