1. Welcome to final class of International Marketing Dr
Welcome to final class of International Marketing Dr. Satyendra Singh Professor, Marketing & International Business

2. 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.)

3. Course Outline Term test Class participation 
Research-based group project
Individual presentation
Group presentation
Case Study – Role Play
Final exam – Cumulative
Journal articles
Time management

4. The International Model

5. 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

6. Stages of International Marketing
No Direct Foreign Marketing
Infrequent Foreign Marketing
Regular Foreign Marketing
International Marketing
Global Marketing

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

8. Products, Services, Forecasting

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

10. Branding and Messaging
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

11. Pricing Strategies Foreign National Pricing International Pricing
Local pricing in foreign country
International Pricing
Different pricing for exports
Strategic Pricing
Impact of pricing in one country will have on pricing in another country
Fuji vs. Kodak

12. 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

13. Strategic Decisions in International Expansion

14. International Market Entry Strategies

15. Negotiations and interpreting Contracts
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

16. We also learnt current trends did presentations on creativity

17. Thank you.