1. Welcome to final class of International Marketing Dr. Satyendra Singh

2. Objectives

3. Objectives
Understand the concept of marketing in an international context and the factors contributing to marketing success.
Acquire knowledge and skills needed for implementation of international marketing strategies.
Identify and analyze international markets in terms of the products, services and the three Ps (people, process and physical evidence.)

4. Course Outline

5. Course Outline Term test on int’l marketing aspects of businesses
Class participation 
Research-based group project
Applied individual presentation
Group presentation
Final exam on the whole book!
+ whiteboard, color pens, handouts, computer, journal articles, websites

6. Others Reviewed/ helpful rapid feedback/main points
Extended office hours
Sensitive students needs
Encouraged and respected your viewpoint
Emphasized difficult points
Promoted intellectual curiosity
Clarity/repeated
Interesting/practical examples
Encouraged to speak
Working a group in a respectful manner
Marking

7. The International Model

8. Culture
SRC: one’s own cultural values, experiences, and knowledge as a basis for decisions
Ethnocentrism: one’s own culture or company knows best how to do things

9. Stages of International Marketing…
No Direct Foreign Marketing
Infrequent Foreign Marketing
Regular Foreign Marketing
International Marketing
Global Marketing

10. Strategic Orientations
EPRG Schema
Domestic
Marketing
Extension
Ethnocentric
Multidomestic
Marketing
Polycentric
Global
Marketing
Regio/Geocentric

11. Products and Services

12. Definition of Services
Intangibility
Insurance, dry cleaning, hotel
Inseparability
Production and consumption is simultaneous
Heterogeneity
Individually produced, slight variation
Perishability
Cannot be stored

13. Brands Explains a product and what it stands for
Brand is a function of
Years of advertising
Good will
Quality evaluation
Product experience
Other attributes the market associates with the product
Three Branding Strategies
Global Brands
Multiple National Brands
Private Brands

14. International Pricing
Inflation
Interest rate
Foreign currency fluctuations
Parallel imports
Price escalation

15. International Distribution -- USA

16. International Distribution -- Japan

17. The 5Cs of Distribution Character of your Company and the market
Perishable items, complexity of sales requires, SAS, aggressive managers
Coverage
Distribution intensity, 100%; several channels may be needed
Continuity
Serious issue if family-owned channel; may not carry the line with less margin
Control
Own/short channel  more control on price, volume, promotion
Cost
Transporting and sorting, breaking bulk, provide credit, advertising, Negotiations

18. Strategic Decisions in International Expansion

19. International Market Entry Strategies

20. International Communications Process

21. Traits of Emerging Markets
Physically large
Significant populations
Represent markets for a wide range of products
Strong rate/potential of/for growth
Undertaken programs of economic reform
Major political importance within their regions
Rregional economic drivers
Engender neighbouring markets as they grow

22. Steps in Business Negotiations
Negotiation team
No of people, rank, maturity, flexibility, optimism, knowledge
Preliminaries
Facts, agenda, concession (beginning vs. end) bad/good guy, note taker, observer
At the negotiation table
Nontak sounding, task related information, persuasion, concession
Follow-up
Contract (long vs. short), trust, relationship

23. Recent Trends in Marketing
No age difference!
Changing role of women
Buying experience vs product/services
Ethics in branding
Family size  globally
Tribal Consumer  Global “tribes” of consumers—people who live in different countries and come from different cultures, but who share similar interests and feel a high level of affinity with consumers elsewhere.
Postmodern marketing

24. And finally...

25. I believe this course was useful to you.
thank you!