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


1
INTERNATIONAL MARKETING MANAGEMENT
SESSION 1 INTRODUCTION
1
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)

6
7
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

7
8
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

9
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

10
11
STAGES IN GLOBAL MARKETING STRATEGY
  • Initial Entry
  • Local Market Expansion
  • Global Rationalization

STAGE 1
STAGE 2
STAGE 3
11
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