The Scope and Challenge of International Marketing国际营销的范围和挑战.pptVIP

The Scope and Challenge of International Marketing Chapter 1 What are the trends? Late 1990’s Early 2000’s Internationalization of America Foreign Ownership of Businesses Chrysler Foreign Investment: $1.5 trillion Exportation of Products Why go international? International v. Domestic Marketing International Domestic The International Marketing Task Controllable Factors Product Price Place Promotion Domestic Uncontrollables Political/Legal Economic Competition The International Marketing Task Foreign Environment Uncontrollables Political/Legal Economic Competitive Level of technology Structure of distribution Geography and infrastructure Cultural forces International Marketing Issues Self-Reference Criterion Ethnocentrism Examples Cross-cultural Analysis Global Awareness Tolerance for other cultures Knowledge of other cultures International Marketing Involvement No Direct Foreign Marketing Infrequent Foreign Marketing Regular Foreign Marketing International Marketing Global Marketing Strategic Orientation Domestic Market Extension Orientation Primarily domestic Multidomestic Market Orientation Fine-tune product/strategy to market Global Market Orientation Look at entire world as market Use the same product, different forms of advertising * * 1990’s- Economic boom, technology at offices lowering prices, lower trade barriers, internet, end of Cold War 2000’s- 9/11, terrorism, SARS, tech bust, Enron scandals, Despite all of this, there is still a great deal of international marketing Why?- More profits, grow twice as fast, high ROA and ROE. What is MKT? International focuses on working in more than one country. It is more complex. More uncontrollable factors Domestic- Slightly more control; Go over Figure 1-3 Political/Legal- Bans, sanctions, Economics- Can you make money in order to invest? Competition- How much in home country? If increases, then must refocus its efforts on its own turf instead of foreign markets, BUT, may increase innovation (accor