INTERNATIONAL MARKETING MANAGEMENT - PowerPoint PPT Presentation
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INTERNATIONAL MARKETING MANAGEMENT
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... ISSUES INVOLVED IN DEVELOPING A MARKETING STRATEGY FOR INTERNATIONAL AS OPPOSED ... INVOLVES PERFORMANCE OF MARKETING FUNCTIONS ACROSS NATIONAL BOUNDARIES ... – PowerPoint PPT presentation
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Title: INTERNATIONAL MARKETING MANAGEMENT
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INTERNATIONAL MARKETING MANAGEMENT
SESSION 1 INTRODUCTION
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2
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
3
KEY PERSPECTIVE
- STRATEGIC (IE COMPETITIVE)
- EVOLUTIONARY (IE STAGES)
3
4
COURSE OVERVIEW
- COURSE REQUIREMENTS
- Cases 20
- Exam 30
- International Marketing Plan 40
- Class Participation 10
4
5
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
6
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)
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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 Marketing
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MARKETING 1 IN INTERNATIONAL BLUNDERS?
Marketing
41
Management
26
Personnel
17
Production
6
Legal
6
Finance
4
8
Source Ricks Arpan, International Business
Blunders (Columbus, Ohio Grid, Inc.)
9
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
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10
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
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STAGES IN GLOBAL MARKETING STRATEGY
- Initial Entry
- Local Market Expansion
- Global Rationalization
STAGE 1
STAGE 2
STAGE 3
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