International Marketing

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International Marketing

CH.1 Scope & Challenge

the progression of becoming a global marketer

The Orientation of International Marketing

marketing plans that will be implemented in could change dramatically from country to country

cultural enviroment influence the marketing mix

relate the foreign env. to mrktng. mix

Environmental/cultural approach

Factors Favoring Faster Internationalization

managers well networked internationally

smaller home markets and larger production capacity

marketing based resources

higher technology

global market orientation

global marketing orientation

Global likel'oreal

multi-domestic marketing oreintation

Region like MENA

Domestic market extention orientation

common borders country EGY - LYB

steps toward becoming global marketer

Global Marketing – Proactive

plus 50% of revenue comes from abroad

market segments according to income , usage pattern

sees the world as one market

International Marketing – Proactive

produce on foreign soil MNC title

committed in foreign markets

Regular Foreign Marketing – Proactive

depend on profits from foreign markets

Products are adapted for foreign markets while grows in domestic demand

strategy use intermediaries -own sales force

dedicate production for foreign markets

Infrequent Foreign Marketing – Reactive

Firm has little or no intention of maintaining continuous market representation

Caused by temporary surpluses

No Direct Foreign Marketing Reactive

foreign order stimulate a compnay's interest in seeking int. sales

Products “indirectly” reach foreign markets ( trading comp. foreign contact/ domestic wholesalers-distributers/ web orders)

Importance of global Awareness

Beyond Obstacles to Adaptation

to control the influence of adaptation obstacles: SRC-Ethnocentrism

conduct cross-cultural analysis

redefine the problem without the SRC influence & solve for the optimum business goal situation .

isolate the SRC and examine it to see how it complicates the problem

(the same as 1 but for foreign country but through consultants there)Define business problem or goal in foreign country cultural traits, habits, or norms through consultation with natives of target country

(definig the problem in HOME )Define business problem or goal in homecountry cultural traits, habits, or norms

recognize that there may be more similarities than differences between countries

recognize the effects on our behavior

to be globally aware

tolerance of cultural differences

knowledge of cultures, history, world market poten/al, and global economic, social, and poli/cal trends

Scope of tasks

Obstacles to Adaptation

Adaptation is an effort from the international marketer to anticipate influence on the uncontrollable domestic and foreign factors on a marketing mix and then adjust the marketing mix to minimize the effect.

Obstacle 2 Ethnocentrism

notion that people in one’s own company, culture, or country know best how to do things

Risk of Ethnocentrism

a problem when managers from affluent countries work with managers and markets in less affluent countries.

Impedes the ability to assess a foreign market in its true light

Obstacle 1 Self - Reference Criterion (SRC)

is an unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions.

Risks of SRC

Influence the evaluation of the appropriateness of a domestically designed marketing mix for a foreign market

Prevent you from becoming aware of cultural differences

Environmental Adaptaion

challenging adaptation in int.Mrkt. in Cultural adjustments

Cultural conditioning be aware of home cultural references before making decisions

establish a frame of reference : - Time conscious america vs opposite in latin america - hand gestures

difference in the Environment

Competition, legal restraints, government controls, weather, fickle consumers, economic conditions, technological constraints, infrastructure concerns, culture, and political situations.

uncontrollable ( Domestic / foreign ) Environment

Foreign Environment 1.legal / political forces 2.Compititive forces 3. Economic forces 4.cultural forces 5.level of technology 6.structure of distribution 7.geography & infrastructure

Domestic environment 1. political / legal forces 2.competitve structure 3.Economic climate

controllable

1.comp. Characteristics 2. Research 3.Marketing Mix (price - product - promotion - channel of distribution)

Intr. mrkt. is the performance of bus. activities designed to plan, price promote, direct the flow of comp. goods or services to cust. in more than one nation for a profit

changing face of U.S bus.

necessity of global markets

intensifying domestic competition

global value increased through global diversification

multinational outperform domestic ones

higher percentage of profit

many U.S controlled by foreigners & came to stay in US & compete with US Comp.

increasing globalization of market, comp. find themselves trapped with foreign competitors, cust, supp. within boarders

benefits

Events & Trends Affecting Global Bus.

Emerging WTO,NAFTA & EU

Acceptance of the free mrkt sys. among developing countries in latin America. Asia.& Eastern Europe

the effect of mushrooming Impact of the internet, mobiles & global media on the dissolution of national boarders

manage resources & global environment for the next generations

Commerce cause Peace

global commerce thrive in peacetime

economic boom in North America in late 1990's bcuz of the end of cold war