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INTERNATIONAL MARKETING
Chapter II- International Marketing Environment

Chapter II- International Marketing Environment

I

Overview of International Marketing Environment

II

The Microenvironment

III

The Macroenvironment

IV

Cultural dynamics in assessing global market
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I Overview of international marketing environment
1. What’s international marketing environment?
Ø The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.
§ including controlable factors and uncontrolable factors
§ Affecting positively or negatively, ü What is difference between business environment and marketing environment? ü What is difference between marketing environment and international marketing environment?
Ø The marketing environment consists of a microenvironment
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and a macroenvironment

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2. Clasification
International marketing Env.

External environment Organization’s ability to control

Internal environment macroenvironment

Level of affection

microenvironment

International environment National environment Nation’s border in which
Organization
operates

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II The Microenvironment
1. Definition
• The actors close to the company that affect its ability to serve its customers- the company; suppliers, marketing intermediaries, customer markets,competitors, and publics. 2. The microenvironment actors

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II- Microenvironment

Actors

Marketing must consider other parts of the organization including finance, R&D, purchasing, operations and accounting l Marketing decisions must relate to broader company goals and strategies l

1. The company
2. Suppliers
3. Marketing

intermediaries

4. Customers
5. Competitors
6. Publics
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