The Scope and Challenge of International Marketing

1
The Scope and Challenge of International Marketing

• Chapter 1

2
What are the trends?

• Late 1990s
• Early 2000s
• Since then

3
Internationalization of America

• Foreign Ownership of Businesses
• Chrysler
• Foreign Investment 25.2 trillion (2013)
• Exportation of Products
• Why go international?

4
International v. Domestic Marketing

• International
• Domestic

5
The International Marketing Task

• Controllable Factors
• Product
• Price
• Place
• Promotion
• Domestic Uncontrollables
• Political/Legal
• Economic
• Competition

6
The International Marketing Task

• Foreign Environment Uncontrollables
• Political/Legal
• Economic
• Competitive
• Level of technology
• Structure of distribution
• Geography and infrastructure
• Cultural forces

7
International Marketing Issues

• Self-Reference Criterion
• Ethnocentrism
• Examples
• Cross-cultural Analysis

8
Global Awareness

• Tolerance for other cultures
• Knowledge of other cultures

9
International Marketing Involvement

• No Direct Foreign Marketing
• Infrequent Foreign Marketing
• Regular Foreign Marketing
• International Marketing
• Global Marketing

10
Strategic Orientation

• Domestic Market Extension Orientation
• Primarily domestic
• Multidomestic Market Orientation
• Fine-tune product/strategy to market
• Global Market Orientation
• Look at entire world as market
• Use the same product, different forms of
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