0. International Marketing: Chapter 1 Key Concepts
International marketing (definition)
The international marketing task
Marketing controllables
Marketing uncontrollables
Stages of international marketing involvement
Environmental adaptation
Self-reference criterion
Ethnocentrism

1. Recent Economic, Political, and Social Changes: How Do They Impact the Landscape of Global Business?
Global recession
Global terrorism
Armed conflicts
Emerging markets
Reunification of Hong Kong, Macau, and China
European Monetary Union
Traditional distribution structures
Middle income households
Regional market groups
Industry restructuring and reorganization
Internet and smart phone integration

2. International Marketing: A New Paradigm
OLD
PARADIGM
NEW
PARADIGM

3. The Internationalization of U.S. Business
National independence
Global interdependence

4. International Marketing
The performance of marketing activities
To consumers in more than one country
For a profit

5. The International Marketing Task

6. International Marketing Task
Marketing controllables
Marketing uncontrollables
Domestic (home) market
Foreign (host) market

7. Stages of International Marketing Involvement
No direct foreign marketing
Infrequent foreign marketing
Regular foreign marketing
International marketing
Global marketing

8. Environmental Adaptation
Interpret culture & make adjustments
Establish a frame of reference
Avoid cultural bias

9. Developing a Global Awareness
Tolerance of cultural differences
Understanding yourself
Understanding cultural differences
Accepting and working with others
Knowledge
cultures
history
world market potential
global economic, social, and political trends

10. Self-Reference Criterion (SRC)
An unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions

11. Ethnocentrism
The notion that one’s own culture is superior to all others and therefore always knows best