INTERNATIONAL MARKETING MANAGEMENT SESSION 1: INTRODUCTION 1.

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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

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