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7/25/2019 International Marketing 15th Edition
http://slidepdf.com/reader/full/international-marketing-15th-edition 1/14
International Marketing15th edition
Philip R. Cateora, Mary C. Gilly, and John L. Graham
7/25/2019 International Marketing 15th Edition
http://slidepdf.com/reader/full/international-marketing-15th-edition 2/14
Events and Trends Affecting Global Business
•
The rapid growth of the orld Trade!rgani"ation #T!$ and %&'T& and ()
• The trend toward the a**eptan*e of the freemarket +y+tem among deeloping *o-ntrie+ in
Latin &meri*a, &+ia, and (a+tern (-rope• The -rgeoning impa*t of the Internet, moile
phone+, and other gloal media on thedi++ol-tion of national order+
• The mandate to properly manage the re+o-r*e+and gloal enironment for the generation+ to*ome
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Internationalization ofU.. Business
•'oreign *ompanie+ are here to +tay in the )./.and *ompete with ). /. *ompanie+
• The great worldwide a*0-i+ition+ oth y ). /.and foreign *ompanie+
• Gloal market+ are a ne*e++ity
– 'oreign earning+ a higher per*entage of profit+
– M-ltinational+ o-tperform dome+ti* firm+
– Gloal al-e in*rea+ed thro-gh gloaldier+ifi*ation
– Inten+ifying dome+ti* *ompetition
Roy Philip 3
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International !ar"eting
• International marketing i+ defined a+ theperforman*e of -+ine++ a*tiitie+ de+igned toplan# price# pro$ote# and direct the flowof a *ompany+ good+ and +eri*e+ to*on+-mer+ or -+er+ in more than one nation+for a profit.
• The differen*e i+ the 2enironment3
–
Competition, legal re+traint+, goernment *ontrol+, weather, fi*kle *on+-mer+, e*onomi* *ondition+,te*hnologi*al *on+traint+, infra+tr-*t-re *on*ern+,*-lt-re, and politi*al +it-ation+.
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The International !ar"eting Tas"
Exhibit 1.3
5Roy Philip
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elf%Reference &riterion'R&(
• /elf4Referen*e Criterion #/RC$ i+ an-n*on+*io-+ referen*e to one+ own *-lt-ral al-e+, eperien*e+, and knowledge a+ a a+i+for de*i+ion.
• Ri+k of /RC6
– Preent yo- from e*oming aware of *-lt-raldifferen*e+
– Infl-en*e the eal-ation of the appropriatene++of a dome+ti*ally de+igned marketing mi for aforeign market
Roy Philip 6
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&ross%&ultural Analysis
1. 7efine -+ine++ prolem or goal in home4*o-ntry *-lt-ral trait+, hait+, or norm+
8. 7efine -+ine++ prolem or goal in foreign4*o-ntry *-lt-ral trait+, hait+, or norm+ thro-gh
*on+-ltation with natie+ of target *o-ntry 9. I+olate the /RC infl-en*e and eamine it
*aref-lly to +ee how it *ompli*ate+ the prolem
:. Redefine the prolem witho-t /RC infl-en*eand +ole for the optim-m -+ine++ goal+it-ation
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International !ar"etingInvolve$ent % tages
No DirectForeign Marketing
No DirectForeign Marketing
Infrequent ForeignMarketing
Infrequent ForeignMarketing
Regular ForeignMarketing
Regular ForeignMarketing
InternationalMarketing
InternationalMarketing
GlobalMarketingGlobal
Marketing
8Roy Philip
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)o *irect +oreign!ar"eting , Reactive
• Prod-*t+ 2indire*tly3 rea*h foreign market+• Trading *ompanie+
• 'oreign *-+tomer+ who *onta*t firm
•7ome+ti* whole+aler+;di+tri-tor+
• e order+
• 'oreign order+ +tim-late a *ompany+ intere+tto +eek additional international +ale+
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Infre-uent +oreign!ar"eting , Reactive
• Ca-+ed y temporary +-rpl-+e+ – /ale+ to foreign market+ are made a+ good+
e*ome aailale
•
'irm ha+ little or no intention of maintaining*ontin-o-+ market repre+entation
• 'oreign +ale+ a*tiity de*line+ and i+ withdrawn when dome+ti* demand in*rea+e+
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Regular +oreign!ar"eting , Proactive
• 7edi*ated prod-*tion *apa*ity for foreignmarket+
• /trategy6
–
'irm employ+ dome+ti* or foreign intermediarie+ – )+e+ it+ own +ale+ for*e or +ale+ +-+idiarie+
• Prod-*t+ are adapted for foreign market+ a+dome+ti* demand grow+
• 'irm+ depend on profit+ from foreign market+
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International !ar"eting , Proactive
• '-lly *ommitted and inoled in foreign market+and international a*tiitie+
• Prod-*tion take+ pla*e on foreign +oil earning
firm+ the M%C #M-ltinational Corporation$ title• 'edder+ eing 2proa*tie63
– Looked to &+ia for f-t-re growth after +tymied)./. +ale+
– 7e+igned new type+ of air *onditioner -nit for theChine+e market
– Plan to introd-*e new prod-*t in the )./<
Roy Philip 12
l b l " i
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Global !ar"eting , Proactive
• The firm +ee+ the world a+ one market<
• Market +egmentation i+ now defined y in*omeleel+, -+age pattern+, or other fa*tor+ that +pan
the gloe• More than half of it+ reen-e+ *ome from aroad
• The firm ha+ a gloal per+pe*tie
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Global !ar"et rientation
• Thi+ orientation entail+ operating a+ if all the *o-ntrymarket+ in a *ompany+ +*ope of operation+ #in*l-dingthe dome+ti* market$ were approa*hale a+ a +inglegloal market and +tandardi"ing the marketing mi
where *-lt-rally fea+ile and *o+t effe*tie.• 7epending on the prod-*t and market, firm+ may
p-r+-e a gloal market +trategy for one prod-*t#gloal market orientation = P>G diaper+$ -t a
m-ltidome+ti* +trategy for another prod-*t#international market orientation ? P>G detergent+$.
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