...International Marketing 14th Edition P h i l i p R. C a t e o r a M a r y C. G i l l y John L. Graham The Scope and Challenge of International Marketing Chapter 1 McGraw-Hill/Irwin International Marketing 14/e Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. What Should You Learn? • The changing face of U.S. business • The scope of the international marketing task • The importance of the self-reference criterion (SRC) in international marketing • The progression of becoming a global marketer • The increasing importance of global awareness 1-2 Global Perspective: Global Commerce Causes Peace • Global commerce during peace time – Commercial aircraft and space vehicle industries – Mobile phone industry – Individuals and small companies • International markets are ultimately unpredictable – Flexibility means survival 1-3 Events and Trends Affecting Global Business • • The rapid growth of the World Trade Organization and regional free trade areas The trend toward the acceptance of the free market system among developing countries in Latin America, Asia, and Eastern Europe The burgeoning impact of the Internet, mobile phones, and other global media on the dissolution of national borders The mandate to properly manage the resources and global environment for the generations to come 1-4 • • The Internationalization of U.S. Business • Increasing globalization of markets • Increasing number of U.S. companies are foreign...
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...International Marketing The Scope and Challenge of International Marketing Chapter 1 1 Thursday, 27 February 14 What Should You Learn? • LO1: The benefits of international markets • LO2: The changing face of U.S. business • LO3: The scope of the international marketing task • LO4: The importance of the self-reference criterion (SRC) in international marketing • LO5: The increasing importance of global awareness • LO6: The progression of becoming a global marketer 2 Thursday, 27 February 14 LO1 Global Perspective: Global Commerce Causes Peace • Global commerce during peace time – Commercial aircraft and space vehicle industries – Mobile phone industry – Individuals and small companies • International markets are ultimately unpredictable – Flexibility means survival 3 Thursday, 27 February 14 LO1 Global Perspective: Global Commerce Causes Peace Basil pesto from Israel + raw materials and glass jars from Arab partner = Moshe & Ali’s Gourmet Foods http://www.peaceworks.com/press/libraryArticleMakingPeaceByMakingPastaSauces.html COOPERATION NEVER TASTED SO GOOD!™ 4 Thursday, 27 February 14 LO1 Events and Trends Affecting Global Business • The rapid growth of the World Trade Organisation and regional free trade areas • The trend toward the acceptance of the free market system among developing countries in Latin America, Asia, and Eastern Europe • The burgeoning impact of the Internet, mobile phones, and other global media on the dissolution of national borders • The...
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...International Marketing Strategy, 5th Edition Isobel Doole and Robin Lowe Publishing Director: John Yates Publisher: Jennifer Pegg Development Editor: Lucy Mills Production Editor: Leonora Dawson-Bowling Manufacturing Manager: Helen Mason Senior Production Controller: Maeve Healy Marketing Manager: Angela Lewis Typesetter: Newgen, India Cover design: Adam Renvoize Text design: Design Deluxe, Bath, UK For product information and technology assistance, contact emea.info@cengage.com. For permission to use material from this text or product, and for permission queries, email clsuk.permissions@cengage.com Products and services that are referred to in this book may be either trademarks and/or registered trademarks of their respective owners. The publishers and author/s make no claim to these trademarks. British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library. ISBN: 978-1-84480-763-5 Cengage Learning EMEA High Holborn House, 50-51 Bedford Row London WC1R 4LR Cengage Learning products are represented in Canada by Nelson Education Ltd. For your lifelong learning solutions, visit www.cengage.co.uk Purchase e-books or e-chapters at: http://estore.bized.co.uk CHAPTER 1 AN INTRODUCTION TO INTERNATIONAL MARKETING INTRODUCTION Managers around the globe are recognising the increasing necessity for their companies and organisations to develop the skills, aptitudes and knowledge to compete effectively in international markets...
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...Chapter 01 The Scope and Challenge of International Marketing True / False Questions 1. (p. 3) Global commerce thrives during peacetime. TRUE Difficulty: Easy Type: Knowledge 2. (p. 4) To date, the lesson for international commerce in the 21st century is "expect the unexpected." TRUE Difficulty: Easy Type: Knowledge 3. (p. 5) Today, every American business is international. TRUE Difficulty: Moderate Type: Comprehension 4. (p. 5) One event that will influence the shape of international business as the future unfolds is the rapid growth of the World Trade Organization, NAFTA, and the European Union. TRUE Difficulty: Moderate Type: Comprehension 5. (p. 5) One event that will influence the shape of international business as the future unfolds is the unprecedented acceptance of communism and socialism in Latin America. FALSE Difficulty: Moderate Type: Comprehension 6. (p. 5) A trend that will impact international business in the future is a mandate to properly manage the resources and global environment. TRUE Difficulty: Moderate Type: Comprehension 7. (p. 5) Today, most business activities are local or regional in scope. FALSE Difficulty: Moderate Type: Knowledge 8. (p. 6, Crossing Borders 1.1) What do French farmers, Chinese fishermen, and Russian hackers have in common--they can all receive subsidy payments from the U.S. government. FALSE Difficulty: Moderate Type: Knowledge 9. (p. 6) Foreign-made products remain a small...
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...Marketing Student’s name Global versus International Marketing Date Global marketing refers to the marketing that involves different countries in the world taking a commercial benefit against each other on global opportunities, with an aim of achieving the set global goals. International marketing on the other hand refers to a kind of marketing, in which the principles of marketing are applied across the national boundaries; in other words, it can involve two firms of two different countries. The two terms can be used interchangeably but in most cases global marketing involves multiple or a network of countries; international marketing on the other hand can involve up to a minimum of two countries since it only involves the national borders of a country. Another chief difference seen in these two marketing are concerning the products in which they deal in; global marketing for instance will deal in products in which the producer is one and therefore sells the product to the entire world. That kind of business does not have branches that are located in other parts of the world; they are simply the major distributors and sellers of their products, a good example being companies like Apple which will sell their phones and other equipments worldwide. International marketing on the other hand involves a company or any other business entity in established in another country so that it can sell goods and services to the people of that nation (Johansson 2000). It is also worth noting...
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...Role of Standardization, Localization, Culture and Market Research in International Marketing Strategies Adamu Yushau Usumanu This Paper is Submitted in Partial Fulfillment of the requirement for International Marketing Management course SMC University School of Management Dr. Babu P. George May 19 , 2014 Abstract The research paper discussed standardization and localization strategies, where standardization strategy refer to a common marketing program cutting across nations and marketing segments, while localization strategy seek to adapt products and marketing strategy to the specific characteristics of individual markets. The paper further identified the advantages and disadvantages of standardization and localization strategies in the context of international marketing. The role of cultural pattern in society and its effect on consumption were also discussed, where culture refer to a system of values and norms that are shared among a group of people. Cultural patterns exert a great influence on consumption in a social setting. The paper finally discussed the need for a business entity to carry out a research on differences in language culture, regulations governing marketing before entering a new international market. Key Words Marketing Strategy, Standardization, Localization,, International Marketing, Cultural Patterns, Marketing Mix, Market Research Introduction The discussions concerning...
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...Global Marketing Level 6 44-6979-00L-A Module handbook 2014 to 2015 Module leader: Giovanna Battiston g.battiston@shu.ac.uk Stoddart 7241 0114 225 5260 Contents 1. | Welcome to global marketing | Page 3 | 2. | Code of conduct | Page 4 | 3. | About your module | Page 5 | 4. | Teaching and learning strategy | Page 6 | 5. | Resources for reading and research | Page 7 | 6. | Assessment | Page 8 | 7. | Lecture and seminar programme | Page 11 | 8. | Module prize | Page 37 | 9. | The SHU Marketing Student Society | Page 38 | 10. | Appendices:Task one assessment criteriaTask two assessment criteria | Page 39Page 41 | Welcome to global marketing Contact details Module leader: Giovanna Battiston g.battiston@shu.ac.uk Stoddart 7241 0114 225 5260 Your seminar tutor: Learning time: On the successful completion of this unit you will receive 20 credit points at level 6. As in all units you are expected to devote 150 hours learning time to this unit, some of which will comprise lectures and seminars. These will be important for introducing and discussing new materials and for you to gauge your level of understanding of the subject. You will need to spend several hours per week in private study getting to grips with the pre-seminar tasks and necessary post-lecture reading and the associated activities. It is expected that the remainder of the time will be spent on assessment related activities such as reading and...
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...Global marketing strategies Chapter 1 Introduction to global marketing Question for discussion 1. Expalin the scope for global marketing. * Global marketing is a process of conceptualizing and then conveying a final product or service worlwide with the hopes of reaching the international marketing community. In today business world the scope of global marketing is extending far and wide all over the world. The good and servies developed in one place can be extended to all over the world through global marketing, for eg. Coca-cola which is also the world largest soft drink company in the world has use the benefit of global marketing . In the same way mac donald which is the world largest chain of fast food resturant enjoy the benefit of global marketing. Global markeing is especially important to those companies that provide good and servies that have a universal demand such as automobiles, soft dring and fastfood. Different strategies are implemented based on the region to make the best use of global marketing for example the menu at mac donald varies based on the location of the resturant. The company focuses on marketing popular items within the country. In today world whole range of service industries are involved in global marketing for eg, banks, airlines, hotel chains, consulting companies, major advertising agencies and many more market their service worldwide. So the scope of global marketing is unlimited. 2...
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...PREFACE xv PART 1 CHAPTER 1 GLOBAL MARKETING ENVIRONMENTS 1 Understanding Global Markets and Marketing 2 markets are becoming global 2 globalization: the world is becoming smaller 3 globalization and global marketing 4 Globalization: Opportunity or Threat? The Global Marketing Approach 6 6 global marketing and global markets 7 the cage distance framework 7 domestic and global marketing compared 8 Geographic or Spatial Distance 10 Psychic/Cultural Distance 12 The EPRG Framework 13 Developing Global Marketing Strategy 14 The Standardization versus Localization–Adaptation School 14 Levitt and the Globalization of Marketing 16 Standardization versus Mass Customization 17 Managing the Firm’s Value Chain 18 Global Value Chain Configuration 19 Integrating the Firm’s Competitive Strategy 20 Global Competition 20 a global marketing management framework Global Marketing Performance 22 Global Vision—The World Is My Oyster CASE 1-1 CASE 1-2 CHAPTER 2 21 23 A Tortuous Road Ahead for Proton of Malaysia 26 Dabur—Developing Values in an Emerging Economy Through Value Chain and Product Line 31 Assessing the Global Marketing Environment—The Global Economy and Technology 36 the global economy 37 Economic Growth and World Trade 37 Who Are the United States’ Major Customers? 38 High Tech Products Lead World Trade 40 Characteristics of High Technology Markets 42 Technology and Global Financial Services 44 vi alo29279_fm_i-xxii...
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...Summary Global commerce produces peace, which makes international marketing possible and important. At the same time, international marketing promotes the peace and prosperity of the world, satisfying the needs and wants of customers from all over the world. U.S. business is a good example of the internationalization. Many familiar U.S. companies are now foreign controlled or headed in that direction. Meanwhile, there are other foreign companies that entered the U.S. market through exporting their products into the U.S. realized sufficient market share to justify building and buying manufacturing plants in the U.S. , such as Honda and BMW. International marketing 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. International marketing has complicated task in many aspects, such as the aspects of the domestic environment and of the foreign environment. International marketing needs appropriate environment to adapt to it. International marketers must adjust their marketing efforts to different cultures. Adaptation is a conscious effort on the part of the international marketer to anticipate the influences of both the foreign and domestic uncontrollable factors on a marketing mix and then to adjust the marketing mix to minimize the effects. The primary obstacles to success in international marketing are a person’s self-reference...
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...DEPARTMENT OF MARKETING AND BUSINESS ECONOMICS ALBERTA SCHOOL OF BUSINESS International Marketing MARK 644 - X50, Winter 2015 Instructor: Edy Wong, PhD Office: BUS 3 – 21B Phone: 780 492 8137 Email: edy@ualberta.ca Office Hours: By appointment Class Location: Business B 9 Class Times: Wednesday, 6:30 p.m. to 9:30 p.m. Course Duration: January 7th to April 8th, 2015 I. COURSE DESCRIPTION This course is designed to provide students with an understanding of how marketing principles and strategy must be adapted to the international business environment and how an effective international marketing strategy should be formulated. Topics for the course include an overview of the global business environment, influence of culture on consumer preferences and marketing strategy, effects of socio-economic and political factors on market analysis and marketing strategy, techniques of competitive analysis, logistical and supply chain considerations, and relevant government regulations on international trade. The learning strategy for this course will be based on a combination of class lectures, group discussions and presentations, and a group paper. Students are encouraged to contribute to the learning process by drawing on their professional and business experience in class discussions and projects. Learning outcomes in this course will include an understanding of the principles of international marketing, an appreciation of the relevance of politics, culture...
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...INTRODUCTION TO INTERNATIONAL MARKETING INTRODUCTION Managers around the globe are recognising the increasing necessity for their companies and organisations to develop the skills, aptitudes and knowledge to compete effectively in international markets. The emergence of a more open world economy, the globalisation of consumer tastes and the unabated expansion of Internet access globally all increase the interdependency and interconnections of nation economies across the globe. The need for managers to develop the skills to respond to these pressures affects companies of all sizes. In this chapter, the reader will be introduced to the concepts of international marketing, enabling them to acquire an appreciation of the complexities of marketing on an international basis and of how this activity differs from operating purely in domestic markets. In the following sections we will define international marketing, examine the important trends in the global marketing environment and introduce the reader to the international marketing strategy development and international marketing planning process. LEARNING OBJECTIVES After reading this chapter you should be able to: I I I I Explain and use the SLEPT factors to assess international markets Discuss the differences between export marketing, international and global marketing Understand the criteria required to evaluate a company’s international marketing strategy Appreciate the key steps in the international marketing planning process ...
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... | | | | | |*The same course can be transferred only as 1 course. | |First Level Modules | | |ACC1006 Accounting Information Systems |International Technology Venturing | |BSP1005 Managerial Economics |TU91.2010 Managerial Economics | |MKT1003 Principles of Marketing |23A00210 Introduction to Marketing (6 ECTS)...
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...International Marketing. Submitted by: Fredrick Malingu Student ID: 12500 Submission Date: 24-11-2014 Contents Introduction 2 Part 1: international marketing mix strategies: standardization and Adaptation 2 Second part: Internationalization process theory 3 Conclusion 3 Introduction Many companies operation internationally today with elimination of many trade barrier in many countries in the world. These firms need to come up with international marketing strategies that will enable them complete favourably in these new markets. International marketing strategies mean that international subsidiaries act and formulate marketing ways independently as if they were local companies with minimal coordination or supervision from the parent company. This aims at meeting the local consumer needs in the market but at the same time not lowering the international standards of a brand. This paper discusses the two main marketing strategies that international firms like Coca cola use. These are standardization and adaptation. In standardization, a multinational company uses a uniform approach to marketing her brand so as to minimize costs and promote a global corporate image. On the other hand adaptation means that a firm uses unique marketing dimension that are adaptable to fit each of her local markets (Mathew & Zander, 2007).This paper looks at how practical a brand like Coca cola has used adaptation and standardization in international...
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...WEEK 1 – CHAPTER 1 An Introduction to International Marketing BCC 2823 | Global Marketing Prepared by Mabel Lee FACULTY OF COMMUNICATION, MEDIA, AND BROADCASTING BCC 2823| Global Marketing The New Global Environment ALL RIGHTS RESERVED RIGHTS RESERVED ALL No part of this document may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide FACULTY OF COMMUNICATION, MEDIA, AND BROADCASTING BCC 2823| Global Marketing 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 ALL RIGHTS RESERVED No part of this document may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide FACULTY OF COMMUNICATION, MEDIA, AND BROADCASTING BCC 2823| Global Marketing WHAT IS INTERNATIONAL MARKETING? • Different Levels of International Marketing – Export marketing – International marketing – Global marketing ALL RIGHTS RESERVED No part of this document may be reproduced without written approval from Limkokwing University of Creative Technology Worldwide FACULTY OF COMMUNICATION, MEDIA, AND BROADCASTING BCC 2823| Global Marketing ENVIRONMENTAL INFLUENCES ON INTERNATIONAL MARKETING Socio/Cultural Language Religion Aesthetics Values and attributes Social...
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