国际市场营销学LascuChapter1.ppt

Scope, Concepts, and Drivers of International Marketing;Chapter Objectives;Importance of International Marketing;Domestic marketing: The firm has the least commitment to international marketing Focus on domestic consumers and on the home-country environment. Export marketing: The firm is indirectly or directly involved in exporting. The firm considers the international market as an extension of the domestic market. International marketing: The firm focuses on international consumers in one or more countries. Firm’s sales offices, subsidiaries, joint ventures are in different countries. International activities are not coordinated across different countries. Global marketing: The firm coordinates its marketing activities across different countries without focusing primarily on national or regional segmentation. The strategy is possible due to the emergence of uniform global consumer segments. The strategy entails an efficient global allocation of company resources.;Levels of International Marketing Involvement (summarized);Internationalization Philosophies;Ethnocentric Orientation;Polycentric Orientation;Regiocentric Orientation;Geocentric Orientation;International Expansion: Drivers in the Business Environment;Drivers in the Business Environment (contd.);Drivers in the Business Environment (contd.);Drivers in the Business Environment (contd.);Drivers in the Business Environment (contd.);Drivers in the Business Environment (contd.);Drivers in the Business Environment (contd.);Drivers in the Business Environment (contd.);Firm-Specific Drivers of International Expansion;Firm-Specific Drivers (contd.);Firm-Specific Drivers (contd.);Price competition during the maturity stage of the product life cycle drives firm to new international markets in search of cheap labor. The firm lowers costs – and prices – as it takes advantage of: Economies of scale Standardization, and Cheap labor.;Firm-Specific Drivers (contd.);Obstacles to Internationalization;Obstacles to