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    This document provides an overview of international marketing. It discusses key topics like what marketing and international marketing entail, environmental influences on international marketing including social/cultural, legal, economic, political and technological factors. Some of the challenges of the international marketing environment are also outlined such as diverse cultures, markets and stakeholders as well as difficulties controlling operations across borders. Finally, it briefly touches on the international marketing strategy process.

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    CH 1

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    72 views21 pages
    This document provides an overview of international marketing. It discusses key topics like what marketing and international marketing entail, environmental influences on international marketing including social/cultural, legal, economic, political and technological factors. Some of the challenges of the international marketing environment are also outlined such as diverse cultures, markets and stakeholders as well as difficulties controlling operations across borders. Finally, it briefly touches on the international marketing strategy process.

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    This document provides an overview of international marketing. It discusses key topics like what marketing and international marketing entail, environmental influences on international marketing including social/cultural, legal, economic, political and technological factors. Some of the challenges of the international marketing environment are also outlined such as diverse cultures, markets and stakeholders as well as difficulties controlling operations across borders. Finally, it briefly touches on the international marketing strategy process.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    72 views21 pages

    CH 1

    Uploaded by

    srinivasane_1
    This document provides an overview of international marketing. It discusses key topics like what marketing and international marketing entail, environmental influences on international marketing including social/cultural, legal, economic, political and technological factors. Some of the challenges of the international marketing environment are also outlined such as diverse cultures, markets and stakeholders as well as difficulties controlling operations across borders. Finally, it briefly touches on the international marketing strategy process.

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    AN INTRODUCTION TO INTERNATIONAL MARKETING

    Session 1
    Use with INTERNATIONAL MARKETING STRATEGY: Analysis, development and implementation 5TH edition ISBN 13-978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

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    WHAT IS MARKETING?

    Marketing Involves:
    Focusing on the needs and wants of customers Identifying the best method of satisfying those needs and wants Orienting the company towards the process of providing that satisfaction Meeting organisational objectives
    Use with INTERNATIONAL MARKETING STRATEGY: Analysis, development and implementation 5TH edition ISBN 13-978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

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    WHAT IS INTERNATIONAL MARKETING?

    Different Levels of International Marketing


    Export marketing International marketing Global marketing

    Use with INTERNATIONAL MARKETING STRATEGY: Analysis, development and implementation 5TH edition ISBN 13-978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

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    ENVIRONMENTAL INFLUENCES ON INTERNATIONAL MARKETING


    Socio/Cultural Language Religion Aesthetics Values and attributes Social organisation Material culture Legal Local domestic laws International law Home domestic law Political Operational restrictions Discriminatory restrictions Physical actions

    Economic Developed economies Emerging economies Less developed economies Currency movements

    Environmental Influences on International Marketing

    Technological Satellite Communications ISDN Internet WWW The Electronic Superhighway


    ch1/4

    Use with INTERNATIONAL MARKETING STRATEGY: Analysis, development and implementation 5TH edition ISBN 13-978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

    SOCIAL / CULTURAL INFLUENCES

    Coca-Cola:
    2 Litre bottles too big for Spanish fridges Pronunciation in China Kooke Koula
    A thirsty mouthful of candle wax

    Pepsi-Cola:
    Come Alive with Pepsi in German translated to:
    Come alive out of the Grave

    McDonalds:
    The white face of Ronald McDonald
    A white face is seen as a death mask in Japan
    Use with INTERNATIONAL MARKETING STRATEGY: Analysis, development and implementation 5TH edition ISBN 13-978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

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    SOCIAL INFLUENCES

    Emergence of a global village in which there ..will be a nationless state marked by the convergence of consumer needs that transcends political and cultural boundaries" Omahe; 2005
    80% world population currently live in developing countries By 2025, 85% population will live in emerging markets 2 out of every 5 people currently live in China and India In the next 50 years, the African population will treble

    Use with INTERNATIONAL MARKETING STRATEGY: Analysis, development and implementation 5TH edition ISBN 13-978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

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    WORLDS MEGA CITIES

    By 2010, 50% of people will live in urban areas By 2015, the top 5 largest cities will be:

    Source: United Nations Use with INTERNATIONAL MARKETING STRATEGY: Analysis, development and implementation 5TH edition ISBN 13-978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

    Tokyo - Japan Mumbai - India Lagos - Nigeria Dhaka - Bangladesh San Paulo - Brazil

    26.4 million 26.1 million 23.2 million 21.1 million 20.4 million

    ch1/7

    ENVIRONMENTAL INFLUENCES ON INTERNATIONAL MARKETING


    Legal Local domestic laws International law Home domestic law

    Economic Developed economies Emerging economies Less developed economies Currency movements

    Environmental Influences on International Marketing

    Use with INTERNATIONAL MARKETING STRATEGY: Analysis, development and implementation 5TH edition ISBN 13-978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

    ch1/8

    THE LEGAL ENVIRONMENT

    3 dimensions in the legal environment:


    local domestic law:
    different in every country

    international law:
    issues include piracy, treaties, patents etc

    domestic laws in the home country:


    export controls, plus duty to abide by national laws in all activities
    Use with INTERNATIONAL MARKETING STRATEGY: Analysis, development and implementation 5TH edition ISBN 13-978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

    ch1/9

    ECONOMIC ENVIRONMENT

    Developed triad Economies


    account for 80% of world trade

    Emerging Economies
    huge and growing consumer demand government directed economic reforms dual economy

    Less Developed Countries (LDCs)


    low GDP, limited manufacturing base infrastructure weaknesses heavy reliance on one product/one trading partner
    Use with INTERNATIONAL MARKETING STRATEGY: Analysis, development and implementation 5TH edition ISBN 13-978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

    ch1/10

    WORKING TIME REQUIRED TO BUY A BIG MAC

    Use with INTERNATIONAL MARKETING STRATEGY: Analysis, development and implementation 5TH edition ISBN 13-978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

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    ENVIRONMENTAL INFLUENCES ON INTERNATIONAL MARKETING


    Political Operational restrictions Discriminatory restrictions Physical actions

    Environmental Influences on International Marketing

    Technological Satellite Communications ISDN Internet WWW The Electronic Superhighway


    ch1/12

    Use with INTERNATIONAL MARKETING STRATEGY: Analysis, development and implementation 5TH edition ISBN 13-978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

    POLITICAL ENVIRONMENT

    A risk due to a sudden or gradual change in a local political environment that is disadvantageous or counter productive to foreign firms and markets

    Government actions which may constitute potential risk for the firm:
    Operational restrictions eg. exchange controls or employment policies Discriminatory restrictions eg. special taxes and tariffs Physical actions eg nationalisation, riots and war
    ch1/13

    Use with INTERNATIONAL MARKETING STRATEGY: Analysis, development and implementation 5TH edition ISBN 13-978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

    TECHNOLOGICAL CONSIDERATIONS

    Impact of technological advances:


    Ability to gather data on markets Management control capabilities Operational practicalities of electronic communication

    Global access to the World Wide Web


    Est. 1.2 billion users in 2007 17% of global population

    Importance of English language for web users


    Use with INTERNATIONAL MARKETING STRATEGY: Analysis, development and implementation 5TH edition ISBN 13-978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

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    GLOBAL COMMUNICATIONS.....

    Globally e-business;
    US $10 trillion (nearly all B2B)

    HOWEVER.....
    Some countries have been bypassed by the global electronic highway Only 10% have direct access to a pc Only 7% have direct internet access
    Use with INTERNATIONAL MARKETING STRATEGY: Analysis, development and implementation 5TH edition ISBN 13-978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

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    DIVERSITY OF STAKHOLDER INTEREST

    Use with INTERNATIONAL MARKETING STRATEGY: Analysis, development and implementation 5TH edition ISBN 13-978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

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    THE CHALLENGES OF THE INTERNATIONAL MARKETING ENVIRONMENT #1

    Culture
    Often diverse and multicultural

    Markets
    Widespread and sometimes fragmented

    Data
    Difficult to obtain and sometimes expensive

    Politics
    Regimes vary in stability, political risk becomes an important variable

    Use with INTERNATIONAL MARKETING STRATEGY: Analysis, development and implementation 5TH edition ISBN 13-978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

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    THE CHALLENGES OF THE INTERNATIONAL MARKETING ENVIRONMENT #2

    Governments
    Can be a strong influence in regulating importers and foreign business ventures

    Economies
    Varying levels of development

    Finance
    Many differing finance systems and regulatory bodies
    Use with INTERNATIONAL MARKETING STRATEGY: Analysis, development and implementation 5TH edition ISBN 13-978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

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    THE CHALLENGES OF THE INTERNATIONAL MARKETING ENVIRONMENT #3

    Stakeholders
    Commercial, home country and host country

    Business
    Diverse rules, culturally influenced

    Control
    Difficult to control and co-ordinate across markets
    Use with INTERNATIONAL MARKETING STRATEGY: Analysis, development and implementation 5TH edition ISBN 13-978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

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    INTERNATIONAL MARKETING STRATEGIES Success and Failure

    Failure arises from:


    inability to find right market niche unwilling to adapt products products not perceived as sufficiently unique vacillating commitment assigning the wrong people picking the wrong partners inability to manage local stakeholders mutual distrust/lack of respect between HQ & management inability to leverage ideas to all countries
    Use with INTERNATIONAL MARKETING STRATEGY: Analysis, development and implementation 5TH edition ISBN 13-978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

    ch1/20

    THE INTERNATIONAL MARKETING STRATEGY PROCESS

    Use with INTERNATIONAL MARKETING STRATEGY: Analysis, development and implementation 5TH edition ISBN 13-978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

    ch1/21

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