国际市场营销作业答案.docVIP

Chapter 1 Scope, Concepts, and Drivers of International Marketing Please Give the overview of Chapter 1 Please describe the Levels of International Marketing Involvement 3. What are the Drivers in the Business Environment? 4. Please mention some Obstacles to Internationalization 5. Please complete the following terms: a. Domestic Marketing: b. Global Marketing: c Polycentric Orientation: d Geocentric Orientation: e Regiocentric Orientation: Chapter overview This chapter examines the different levels of international involvement, from domestic marketing to global marketing. Depending on the extent of the companys international involvement and the type of industry, the firm may hold different philosophies toward internationalization. The chapter addresses firms’ internationalization philosophies and related strategies. The chapter also identifies the environmental and firm-specific drivers that direct firms to internationalization along with obstacles to international market entry. Levels of International Marketing Involvement Companies have different degrees of commitment to international involvement; the four levels of commitment are: Domestic marketing: The firm has the least commitment to international marketing, with a focus solely on domestic consumers and on the home-country environment. Yet, even the local company cannot avoid the impact of the international environment on its operations: The home-country environment is affected by events in the international environment and by international competition. Export marketing: The firm is indirectly or directly involved in exporting. While the firm seeks international clients, it considers the international market to be a simple extension of the domestic market. International marketing: The firm has substantial focus on international consumers in one or more countries. The firm has sales offices or subsidiaries in different countries or is an active pa