Weitere ähnliche Inhalte Kürzlich hochgeladen (20) Lecture 1: Ch.1 | Int'l Marketing-MKTG 335-G | Chad Jardine, Utah Valley University, 2015–20171. International Marketing: MKTG 335-G
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International Marketing
MKTG 335-G
2. McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
The Scope and Challenge of
International Marketing
Chapter 1
3. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Takeaways
What You Need to Know:
• The impact of global commerce on world peace
• The benefits of international markets
• The changing face of U.S. business
• The scope of the international marketing task
• The self-referencing criterion (SRC) i.e., “Me Marketing”
• Importance of global awareness
• The progression of a global marketer
4. International Marketing: MKTG 335-G
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Does global awareness matter?
5. International Marketing: MKTG 335-G
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Global Commerce
Global commerce causes peace
6. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Global expansion increased as a result of the North
American economic boom in the 1990s, due in large part to
the end of the Cold War
Global Commerce
7. International Marketing: MKTG 335-G
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Who owns some of the top U.S. brands?
The Internationalization of U.S. Business
8. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Owned by Brazilian private equity firm, 3G.
The Internationalization of U.S. Business
9. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Also owned by 3G in partnership with Berkshire Hathaway.
The Internationalization of U.S. Business
10. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Owned by Belgian-Brazilian conglomerate InBev.
The Internationalization of U.S. Business
11. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Owned by South African Brewing Co.
The Internationalization of U.S. Business
12. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Owned by the Dalian Wanda Group out of China.
The Internationalization of U.S. Business
13. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Owned by the government of Venezuela.
The Internationalization of U.S. Business
15. International Marketing: MKTG 335-G
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The Internationalization of U.S. Business
Unilever (British)
Reckitt Benckiser
(British)
Electrolux (Sweden)
Karl and Theo Albrecht
(German Billionaires)
Ito-Yokado
(Japan)
Bass
(British)
Henkel KGaA
(Germany)
Koninklijke Nederlandsche
(Netherlands)
16. International Marketing: MKTG 335-G
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The Internationalization of U.S. Business
17. Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. International Marketing: MKTG 335-G
Developing Global
Awareness
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Requires objectivity
19. Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. International Marketing: MKTG 335-G
Tolerance of cultural
differences
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Knowledge of cultures, history,
world market potential …
21. Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. International Marketing: MKTG 335-G
… and global economic,
social, and political trends.
24. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Body Photoshopping
Female designers were instructed:
Photoshop her form. The idea is to
Photoshop and retouch this woman
to make her more attractive to the
citizens of your country. You can
modify clothing, but her form must
be visible. No nudity. All other
changes, including those to her
shape and form, are up to you.
Source: http://petapixel.com/2015/08/15/one-woman-photoshopped-by-18-countries-beauty-standards-revealed/
25. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Body Photoshopping
26. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Body Photoshopping
27. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Body Photoshopping
28. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Body Photoshopping
29. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Body Photoshopping
30. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Body Photoshopping
31. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Body Photoshopping
32. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Body Photoshopping
33. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Body Photoshopping
34. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Body Photoshopping
35. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Body Photoshopping
36. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Body Photoshopping
37. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Body Photoshopping
38. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Body Photoshopping
39. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Body Photoshopping
40. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Body Photoshopping
41. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Body Photoshopping
42. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Body Photoshopping
43. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
SRC & Ethnocentrism
Self-Reference Criterion
(SRC) is an unconscious
reference to one’s own
cultural values,
experiences, and
knowledge as a basis for
decisions.
44. International Marketing: MKTG 335-G
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SRC & Ethnocentrism
Ethnocentrism is the
notion that people in
one’s own company,
culture, or country
know best how to do
things.
45. International Marketing: MKTG 335-G
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The International Marketing Task
Marketing Mix
Controllable
Research
Distribution Channels
Characteristics
of the Firm
Domestic Environment
(Uncontrollable)
Political/Legal
Forces
Competitive
Structure
Economic Climate
Cultural
Forces
Geography &
Infrastructure
Level of
Technology
Structure of
Distribution
Competitive
Forces
Economic
Forces
Foreign Environment
(Uncontrollable)
Political/Legal
Forces
46. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Source: Compiled from annual reports of listed firms, 2012
Company Global Revenue
(billions)
Non-U.S.
Revenue
Walmart $401.2 24.6%
Ford 146.3 51.9
General Electric 182.5 53.7
Citigroup 52.8 74.8
Hewlett-Packard 118.4 68.2
Boeing 60.9 38.9
Intel 37.6 85.4
Coca-Cola 31.9 77.0
Apple 36.5 46.0
Starbucks 10.4 20.8
Selected U.S. Companies and Their International Sales
Foreign Revenue of U.S. Multinationals
47. International Marketing: MKTG 335-G
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Source: http://www.bea.gov/scb/pdf/2015/07%20July/0715_direct_investment_positions.pdf
U.S. Outward Investment
49. International Marketing: MKTG 335-G
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1. No Direct
Foreign
Marketing
Stages of International Marketing
2. Infrequent
Foreign
Marketing
3. Regular
Foreign
Marketing
4. International
Marketing
5. Global
Marketing
50. 1-‹#›
Factors Favoring Faster Internationalization
▪ Companies with either high technology and/or
marketing-based resources are better equipped to
internationalize than more traditional manufacturing
companies
▪ Smaller home markets and larger production capacities
favor internationalization
▪ Firms with key managers well networked internationally
are able to accelerate the internationalization proces
51. International Marketing: MKTG 335-G
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The KOF Globalization
Index (top 10 plus
selected other countries)
Globalization
52. 1-‹#›
The Orientation of International Marketing
▪ Environmental/cultural approach
▪ Relate the foreign environment to the marketing
process
▪ Illustrate how culture influences the marketing task
▪ The cultural environment within which the marketer
must implement marketing plans can change
dramatically from country to country
53. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
For Next Class
Due by Next Week (Jan 18, 2017):
• LearnSmart Ch. 1–2
• Video Icebreaker Assignment
• Country and Product Selection
54. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
Takeaways
What You Need to Know:
• The impact of global commerce on world peace
• The benefits of international markets
• The changing face of U.S. business
• The scope of the international marketing task
• The self-referencing criterion (SRC) i.e., “Me Marketing”
• Importance of global awareness
• The progression of a global marketer
55. International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
International Marketing
MKTG 335-G