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The scope and challenge of international marketing
- 1. The Scope and Challenge of International Marketing
- 2. Objectives • To learn the benefits of international markets. • To identify the changing faces of national business. • To see the scope of the international marketing task. • To realize the importance of the SRC in International Marketing. • To be globally aware. • To distinguish the progression of global marketing.
- 3. Global Commerce and Peace • Immanuel Kant – 1795 • Democracy, Organizations and Commerce.
- 4. The 4 Trends Trading Blocs Free Market Economies Technology Environmental Awareness
- 5. The Challenge “To develop strategic plans that are competitive in the(se) intensifying global markets.” Cateora, P., & Gilly, M. (2011). International marketing (15th ed.).New York, NY: McGraw-Hill/Irwin.
- 7. Marketing Abroad 38,9% of Total Sales 307 Million USD (2014) 79 stores In 12 countries Venezuela: 30% growth Ecuador: 18,9 M USD
- 8. Definition • “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.” Cateora, P., & Gilly, M. (2011). International marketing (15th ed.).New York, NY: McGraw-Hill/Irwin.
- 9. Differences Marketing • National Currency • Local political environment • Short distances • Local taxation • One language • Etc. International Marketing • Foreign currency • Several political environments • Long distances • Multiple taxes • Various languages • Etc.
- 10. The International Marketing Task Cateora,P.,&Gilly,M.(2011).Internationalmarketing(15thed.).NewYork,NY:McGraw-Hill/Irwin.
- 12. Ethnocentrism • The Self Reference Criterion Ask the locals!!!
- 13. Global Awareness Culture History Tolerance
- 14. Stages of International Marketing Involvement No Direct Foreign Marketing Infrequent Foreign Marketing Regular Foreign Marketing International Marketing Global Marketing Reactive
- 15. The Orientation of International Marketing Foreign Policy , November/December 2007, pp. 68–77. Copyright 2007 by Foreign Policy . Cateora,P.,&Gilly,M.(2011).Internationalmarketing(15thed.).NewYork,NY:McGraw-Hill/Irwin. Economic Integration Technological Connectivity Personal Contact Political Engagement Colombia 2013 Pos. 102* *Dreher, A. (2006). Does globalization affect growth? evidence from a new index of globalization. Konstanz: TWI.
Editor's Notes
- A company in this stage does not actively cultivate customers outside national boundaries. Internet and fortuitous presence abroad. Temporary surpluses caused by variations in production levels or demand may result in infrequent marketing overseas. The surpluses are characterized by their temporary nature. Limited financial return. the firm has permanent productive capacity devoted to the production of goods and services to be marketed in foreign markets. A firm may employ foreign or domestic overseas intermediaries, or it may have its own sales force or sales subsidiaries in important foreign markets. Companies in this stage are fully committed to and involved in international marketing activities. Such companies seek markets all over the world and sell products that are a result of planned production for markets in various countries. (Entry modes) Companies treat the world, including their home market, as one market. (Standardarization)