国际市场营销字重点.docxVIP

IM DefinitionInternational Marketing is a business activity to satisfy customer needs in more than one country through 4 P’s to achieve organizational objectives. 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 ethnocentrismThree Approaches in Strategic Orientation·Domestic market extens