INTERNATIONAL MARKETING MANAGEMENT

SESSION 1: INTRODUCTION

1

COURSE OBJECTIVES

TO EXAMINE ISSUES INVOLVED IN DEVELOPING A MARKETING

STRATEGY FOR INTERNATIONAL AS OPPOSED TO A DOMESTIC MARKET,

IE ON A MULTI-COUNTRY BASIS

2

KEY PERSPECTIVE

• STRATEGIC (IE COMPETITIVE)

• EVOLUTIONARY (IE STAGES)

3

COURSE OVERVIEW

COURSE REQUIREMENTS

Cases 20%

Exam 30%

International Marketing Plan 40%

Class Participation 10%

4

GOING GLOBAL

Trend Toward Globalization of Markets

What Is International/Global Marketing?

How Does International Marketing Differ From Domestic Marketing?

How Does International Marketing Strategy Evolve Over Time?

5

GLOBALIZING MARKETS

Companies From Emerging and Industrializing Country Markets (India, Taiwan) Entering Global Markets

Small and Medium-sized Companies “Going Global”

Globalization Is Occurring in All Types of Industries (From Hamburgers to Football)

6

WHAT IS INTERNATIONAL MARKETING?

INVOLVES PERFORMANCE OF MARKETING FUNCTIONS ACROSS NATIONAL BOUNDARIES

Physical Shipment of Goods and Services Not Essential

Some Transfer of Management Systems, Strategies and Communication Between Countries

INCLUDES:

Exporting

Multi-domestic Marketing Operations

Global Integrated Marketing7

Source: Ricks & Arpan, International Business Blunders (Columbus, Ohio: Grid, Inc.)

MARKETING #1 IN INTERNATIONAL BLUNDERS?

Marketing 41%

Management 26%

Personnel 17%

Production 6%

Legal 6%

Finance 4%

8

WHAT MAKES GLOBAL MARKETING DIFFERENT?

OPERATIONS IN A MULTI-COUNTRY CONTEXT Different Environments

Economic/Financial

Political/Legal

Social/Cultural Differences in Competition Different Marketing Infrastructures

Media

Distribution

Logistics

NEED TO: Adjust to These Differences

9

INTEGRATING FORCES OF TECHNOLOGY AND CHANGE

YET:

Political and Economic Initiatives

Growth of International Communication (Satellite, TV, Fax, Internet)

Increased Travel, Interaction and Migration

Organizational Links Across Markets (Retailers, Manufacturers, Etc.)

NEED TO:

Co-ordinate and Integrate Operations Across Markets

10

11

Initial Entry

Local Market Expansion

Global Rationalization

STAGES IN GLOBAL MARKETING STRATEGY

STAGE 2

STAGE 3

STAGE 1