INTERNATIONAL BUSINESS Chapter 1

International Marketing Sohaib Rabbani Khan [email_address]

Chapter 1 The Scope and Challenges of International Marketing

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Distinction b/w Int. marketing and other Marketing ,[object Object],[object Object]

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“ Half the people in the world have yet to take their first picture. The opportunity is huge, and it’s nothing fancy. We just have to sell yellow boxes of film.” - George M.C. Fisher CEO, Eastman Kodak Company

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ANALYSIS ,[object Object],[object Object],[object Object],[object Object],[object Object]

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WORLD’S TOP TEN EXPORTING COUNTRIES 2011 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],The Challenge of International Marketing

Invented Here, Made Elsewhere U.S. Invented Technology Phonographs Color TVs Audiotape Recorders Videotape Recorders Machine Tools Telephones Semiconductors Computers 7 4% 9 8% 6 4% 8 9% 2 5% 9 9% 3 5% 9 9% 1% 1 0% 0% 4 0% 1 0% 9 0% 1% 9 0% 0 20 40 60 80 100 1 9 7 0 N O W Irwin/McGraw-Hill 1-3

Environmental Adaptation needed ,[object Object],[object Object]

Self Reference Criterion and Ethnocentrism: Major obstacles ,[object Object],[object Object],[object Object],[object Object],[object Object]

CROSS CULTURAL ANALYSIS ,[object Object],[object Object]

Developing a global awareness ,[object Object],[object Object]

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Stages of International Marketing Involvement ,[object Object],[object Object],[object Object],[object Object],[object Object]

Strategic orientation ,[object Object],[object Object],[object Object]

The orientation of international marketing The successful international marketer possesses the best qualities of the anthropologist, sociologist, psychologist, diplomat, lawyer, prophet and businessperson

INTERNATIONAL BUSINESS Chapter 1

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INTERNATIONAL BUSINESS Chapter 1