INTERNATIONAL MARKETING MANAGEMENT SESSION 1: INTRODUCTION 1.

Slides:



Advertisements
Similar presentations
INTERNATIONAL MARKETING MANAGEMENT SESSION 4: ASSESSING MARKET OPPORTUNITIES AND SELECTING COUNTRIES 1.
Advertisements

Copyright Atomic Dog Publishing, 2002 Scope, Concepts, and Drivers of International Marketing Dana-Nicoleta Lascu Chapter 1.
The Scope and Challenge of International Marketing
Chapter 7 Enterprise-Wide Information Systems
Reminders 1.Acme & Omega revisions due Monday. 2.Rhodes Industries Case due Monday. 3.Please leave your mid-term course evaluations with me at your convenience.
1 Chapter 1 Introduction To Purchasing IDIS 424 Spring 2004.
Growth and Global Expansion
1 © 2001 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright STRATEGIES FOR COMPETING IN GLOBALIZING MARKETS CHAPTER 6.
Managing International IS9.200 Information Systems for Management1 Chapter 15 International Information Systems (IIS)
Developed by Cool Pictures and MultiMedia Presentations Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed.
International Strategy: Creating Value in Global Markets
Managing International Information Systems
MNC Strategies Entry and expansion decision Intra-company relations Inter-company relations Dunning chapter 7-9, Caves chapter 3.
© Peter Dicken ‘Making the Connections, Moving the Goods’: Logistics and Distribution Services Global Shift Chapter 17.
Chapter 8 Organization Structure and Control Systems
CURRENT PHARMACEUTICAL MARKETING STRATEGY M.ABHINANDANA M.PHARM Q.A.
Chapter 7 - Global Marketing. WHY EXPAND INTO OVERSEAS MARKETS? the world is getting smaller expands market share new, untapped markets some raw materials.
Introduction Advent of ICT Increased integration of market Mobility of people for job and vacation Reach of satellite channels Internet Global Village.
STRATEGIC MANAGEMENT INTRODUCTION AND OVERVIEW WHAT IS IT? WHY IS IT IMPORTANT?
Published by Routledge 2013
Chapter 10Kotabe & Helsen's Global Marketing Management, Third Edition, Global Marketing Management Masaaki Kotabe & Kristiaan Helsen Third Edition.
The Rapid Change of International Business
McGraw-Hill/Irwin ©2009 The McGraw-Hill Companies, All Rights Reserved Cultural Misunderstanding, Political Uncertainty, Import Restrictions, Exchange.
Objectives Understand how the international trade system, economic, political-legal, and cultural environments affect a company’s international marketing.
Chapter 1 Globalization of markets and competition.
Globalization of Services Chapter 14 McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Globalization The world economic globalization process
© 2006 Prentice Hall8-1 Chapter 8 Organization Structure and Control Systems PowerPoint by Kristopher Blanchard North Central University.
BA 486 International Marketing Dr. Frankenberger.
16.1 © 2006 by Prentice Hall 16 Chapter Managing International Information Systems.
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.
11- 0 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Chapter 11 Global Marketing Management Planning and Organization.
MKTG 376 INTRODUCTION Lars Perner, Instructor 1 Welcome to MKGT 376:Global Marketing Strategy!  Introduction to the course –Overview of course issues.
Global Market Strategies. The Internationalization of U.S. Business ä Many U.S. Companies are now foreign owned. ä Companies with only domestic markets.
Global Marketing. Coordinated performance of marketing activities to create exchanges across countries that satisfy individual, organizational, and societal.
1 Twelve C h a p t e rC h a p t e r The Strategy of International Business Part Five Competing in a Global Marketplace.
Slide content created by Charlie Cook, The University of West Alabama Copyright © Houghton Mifflin Company. All rights reserved. Chapter Five The Global.
1.NAFTA 2.International information systems architecture 3.Global business strategy plan 4.Enterprise-wide IT plan 5.Technology platform Which of the following.
Natural Gas – Some Regulatory Issues Oil & Gas Industry Practice.
The Scope and Challenge of International Marketing
Managing Internationalization Process
Why Planning is Important Irwin/McGraw-Hill Marketing Planning u The process of— (1) selecting a target market, and (2) developing a marketing mix to.
THIRD PARTY LOGISTICS IN GLOBAL OPERATIONS: The Strategic Benefits of A Logistics Alliance.
Chapter 1 The Internationalization Process Key Points Rationale Process Dimensions Course Content Overview.
The Scope and Challenge of International Marketing
OHT 1.1OHT 9.1 Chapter 9 Organizing Strategy. OHT 1.2OHT 9.2 Organizing Strategy Objectives Introduction Organizational structures Strategic management.
Motivations and Mentalities of IB and MNCs Multinational Strategies.
Chapter Seven International Strategy: Creating Value in Global Markets.
INTERNATIONAL MARKETING MANAGEMENT SESSION 13: GLOBAL PORTFOLIO STRATEGY 1.
DEVELOPING INTERNATIONAL STRATEGY llllll Adoption of a global strategic planning perspective. General scan of all markets. First scan, macro. Omit closed.
The Rapid Change of International Business
16.1 © 2006 by Prentice Hall 16 Chapter Managing International Information Systems.
GLOBALISATION. WHAT IS A GLOBALISATION A SET OF PROCESSES LEADING TO THE INTEGRATION OF ECONOMIC, CULTURAL, POLITICAL AND SOCIAL SYSTEMS GEOGRAPHICAL.
Copyright © 2005 Pearson Education Inc. The Global Marketplace Chapter 18 PowerPoint slides Express version Instructor name Course name School name Date.
The Nature of Business McGraw-Hill  The McGraw-Hill Companies, Inc., 2001.
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved. International Marketing.
INTERNATIONAL MARKETING MANAGEMENT SESSION 13: GLOBAL PORTFOLIO STRATEGY 1.
The 1970s: Adaptation versus Standardization
MKTG 769 INTRODUCTION Lars Perner, Instructor 1 Welcome to MKT 769 Seminar in International Marketing!  Introduction to the course –Overview of course.
Chapter Fifteen The Global Marketplace. Roadmap: Previewing the Concepts Copyright 2007, Prentice Hall, Inc Discuss how the international trade.
The Rapid Change of International Business
International Marketing
Global Marketing Management, 4e
The Rapid Change of International Business
Global Marketing Management
Strategy in a Changing Global Environment
INTERNATIONAL MARKETING MANAGEMENT SESSION 1: INTRODUCTION
THE CONCEPT OF INTERNATIONAL MARKETING MANAGEMENT VS GLOBALIZATION
Managing International Information Systems
Presentation transcript:

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 Cases20% Exam30% International Marketing Plan 40% Class Participation 10% 4

GOING GLOBAL l Trend Toward Globalization of Markets l What Is International/Global Marketing? l How Does International Marketing Differ From Domestic Marketing? l How Does International Marketing Strategy Evolve Over Time? 5

GLOBALIZING MARKETS l Companies From Emerging and Industrializing Country Markets (India, Taiwan) Entering Global Markets l Small and Medium-sized Companies “Going Global” l 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 l Physical Shipment of Goods and Services Not Essential l Some Transfer of Management Systems, Strategies and Communication Between Countries INCLUDES: l Exporting l Multi-domestic Marketing Operations l Global Integrated Marketing 7

Source: Ricks & Arpan, International Business Blunders (Columbus, Ohio: Grid, Inc.) MARKETING #1 IN INTERNATIONAL BLUNDERS? Marketing 41% Management26% Personnel17% Production6% Legal6% Finance4% 8

WHAT MAKES GLOBAL MARKETING DIFFERENT? OPERATIONS IN A MULTI-COUNTRY CONTEXT l Different Environments  Economic/Financial  Political/Legal  Social/Cultural l Differences in Competition l Different Marketing Infrastructures  Media  Distribution  Logistics NEED TO: l Adjust to These Differences 9

INTEGRATING FORCES OF TECHNOLOGY AND CHANGE YET: l Political and Economic Initiatives l Growth of International Communication (Satellite, TV, Fax, Internet) l Increased Travel, Interaction and Migration l Organizational Links Across Markets (Retailers, Manufacturers, Etc.) NEED TO: l 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