10级河南农大市场营销课件IM2 Intro.ppt

IM2 INTRODUCTION International Marketing: NOTES HAU Fall2011 PROFESSOR ANDREI RIBALKIN Based on CGB Outline Course Characteristics Fundamentals of Marketing Fundamentals of International Business IM Definition Marketing Tasks for International Environment Major Obstacles Global Awareness Strategic Orientation Course Characteristics Intermediate Based on Marketing and International Business concepts More complex than domestic marketing Fundamentals of Marketing Definition Process: Strategic and Tactical Marketing Fundamentals of International Business Trade theories Country factors Regional integration Foreign exchange market IM Definition International Marketing is the performance of business activities designed to plan, price, promote and distribute company’s products to customers in more than one country for profit. (adapted from CGB) Tasks Is more complicated for the international environment because there are more uncontrollable factors Major Obstacles The self-reference criterion (SRC)=unconscious reference to one’s own cultural values, experiences and knowledge as a basis for decisions. Ethnocentrism=the notion that one’s culture or company knows better how to do things. SRC and Ethnocentrism are closely connected To avoid errors conduct a cross-cultural analysis that isolates SRC and ethnocentrism Global Awareness Means Tolerance of cultural differences and Knowledge of cultures, history, world markets and global economic, social and political trends Three Approaches in Strategic Orientation Domestic market extension concept Multidomestic market concept Global marketing concept Today I Have Learned . . . . .