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.
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.
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)
