International Leisure Marketing Mike Morgan D Library Sessions C Tuesday's DL203 (Lib 2nd Floor) D Wednesday's DLG15 (Lib Ground Floor) B Thursday's 2-3 DLG15 (Lib Ground '') A Friday's DLG15 ('' '' '')
What is different about international marketing? Technical –principles, processes, models, tools –universal Social –relationships with customers, clients, publics, staff, politicians –vary according to culture (Bartels) Environmental –affecting needs and usage
Three orientations Ethnocentric –strategies based on home market/culture Multi-centric –a different strategy for each foreign market Global-centric –a single strategy for the whole world –if the price and quality are right it will sell anywhere (Levitt 1983)
Do we live in a global village? Or just a global marketplace? Global competition –for local markets Global brands –with local meanings (Usunier 1996) Practical v Symbolic functions Cultural convergence v cultural backlash
What is culture? Shared beliefs, values, behaviour Uniting a group and distinguishing it from others formed through geography, history, language, race, religion, economics expressed in arts and sports, social, educational, legal and political systems Learnt, not inherited. Developing or dying
EuroDisney and Cultural misunderstandings What is a theme park? What is a resort? Where do you book a short-break? Service Alcohol Max Weber (1928) The Protestant Ethic and the Rise of Capitalism America For the full case study click herehere
The key questions Why do companies decide to trade abroad? How do you assess a potential foreign market? What are the key decisions to make in entering that market successfully? –Market entry strategy –implementation strategy (STP 4Ps) Feasibility study assignment –seminar presentations –report
Sector studies in International Leisure Film, Music, Home-Entertainment, Sport, Tourism Universal languages or Symbols of national identity? Global commodities or Art-forms? A case for special treatment? Volatility of fashion and demand –need to spread the risk across markets Dominance of US market and culture
Multimedia convergence Content is key to sales, of subscriptions, hardware and merchandise Multimedia de -mergers: AOL Time Warner, Universal Vivendi Has this approach worked? Content Processing Transmission Film TV shows sport games and music Cable, Satellite and terrestrial Computers 3G phones iTV Hardware
Sector studies: key questions What is the network of organisations in the Value-delivery system? (Kotler 1998) Who are the leading organisations who control or dominate the market? How can a British company survive and prosper in this market? Could the British/EU government help? Assessed by exam questions
Resources Terpstra and Sarathy (2000) International Marketing Dryden Hollensen, S (2000) Global Marketing Usunier (1998) Marketing across Cultures Prentice Hall