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Dr. Paurav Shukla

International Marketing Defined

IM is the performance of business activities designed to plan, price, promote and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit.

The multinational process of planning & executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual & organizational objectives.

Is that the only difference between domestic and International marketing?

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Self Reference Criterion (SRC)

Unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decision

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Being Globally Aware

To be Globally Aware is to be:

  • Objective

  • Tolerant of Cultural Differences

Knowledgeable of:

  • Cultures

  • History

  • World Market Potentials

  • Global Economic, Social and Political

Trends

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Marketing

The International Marketing Task

Foreign environment (uncontrollable)

Political/legal forces

7

Cultural forces

Political/ legal forces

1 Economic forces Domestic environment (uncontrollable) 2 Competitive structure Competitive Forces (controllable)

Price Product

3

Environmental uncontrollables country market A

6

Promotion

Channels of distribution

Environmental uncontrollables country market B

Geography and Infrastructure

5

Economic climate

Structure of distribution

4

Level of Technology

Environmental uncontrollables country market C

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Suggested framework for avoiding SRC influences

Step I : Define the business problem or goal in home- country cultural traits, habits or norms

Step II : Define the business problem or goal in foreign country cultural traits, habits or norms. Make no value judgments

Step III : Isolate the SRC influence in the problem & examine it carefully to see how it complicates the problem

Step IV : Redefine the problem without the SRC influence and solve for the optimum business goal situation

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Stages of IM Involvement

  • No Direct Foreign Marketing

  • Infrequent Foreign Marketing

  • Regular Foreign Marketing

  • International Marketing

  • Global Marketing

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