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AN INTRODUCTION TO INTERNATIONAL MARKETING Session 1
WHAT IS MARKETING? ,[object Object],[object Object],[object Object],[object Object],[object Object]
WHAT IS INTERNATIONAL  MARKETING? ,[object Object],[object Object],[object Object],[object Object]
ENVIRONMENTAL INFLUENCES ON INTERNATIONAL MARKETING Socio/Cultural Language Religion Aesthetics Values and attributes Social organisation Material culture Political Operational restrictions Discriminatory restrictions Physical actions Environmental Influences on  International Marketing Legal Local domestic laws International law Home domestic law Technological Satellite Communications ISDN Internet WWW The Electronic Superhighway Economic Developed economies Emerging economies Less developed economies Currency movements
SOCIAL / CULTURAL INFLUENCES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SOCIAL INFLUENCES ,[object Object],[object Object],[object Object],[object Object],[object Object]
WORLD’S MEGA CITIES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: United Nations
ENVIRONMENTAL INFLUENCES ON INTERNATIONAL MARKETING Environmental Influences on  International Marketing Legal Local domestic laws International law Home domestic law Economic Developed economies Emerging economies Less developed economies Currency movements
THE LEGAL ENVIRONMENT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
ECONOMIC ENVIRONMENT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
WORKING TIME REQUIRED TO BUY A BIG MAC
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
POLITICAL ENVIRONMENT ,[object Object],[object Object],[object Object],[object Object],[object Object]
TECHNOLOGICAL CONSIDERATIONS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
GLOBAL COMMUNICATIONS..... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
DIVERSITY OF STAKHOLDER INTEREST
THE CHALLENGES OF THE INTERNATIONAL MARKETING ENVIRONMENT #1 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
THE CHALLENGES OF THE INTERNATIONAL MARKETING ENVIRONMENT #2 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
THE CHALLENGES OF THE INTERNATIONAL MARKETING ENVIRONMENT #3 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
INTERNATIONAL MARKETING STRATEGIES Success and Failure ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
THE INTERNATIONAL MARKETING STRATEGY PROCESS

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Ch1

  • 1. AN INTRODUCTION TO INTERNATIONAL MARKETING Session 1
  • 2.
  • 3.
  • 4. ENVIRONMENTAL INFLUENCES ON INTERNATIONAL MARKETING Socio/Cultural Language Religion Aesthetics Values and attributes Social organisation Material culture Political Operational restrictions Discriminatory restrictions Physical actions Environmental Influences on International Marketing Legal Local domestic laws International law Home domestic law Technological Satellite Communications ISDN Internet WWW The Electronic Superhighway Economic Developed economies Emerging economies Less developed economies Currency movements
  • 5.
  • 6.
  • 7.
  • 8. ENVIRONMENTAL INFLUENCES ON INTERNATIONAL MARKETING Environmental Influences on International Marketing Legal Local domestic laws International law Home domestic law Economic Developed economies Emerging economies Less developed economies Currency movements
  • 9.
  • 10.
  • 11. WORKING TIME REQUIRED TO BUY A BIG MAC
  • 12. 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
  • 13.
  • 14.
  • 15.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21. THE INTERNATIONAL MARKETING STRATEGY PROCESS