International Marketing

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International Marketing

• Finding and satisfying global customer needs
  better than the competition, both domestic and
  international and of coordinating marketing
  activities within the constraints of the global
  environment.

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Global Customer Needs

• Market Research
• Chamber of Commerce
• Choice of activity

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Satisfying Global Customers

• Adapting products and services
• Different needs across region and country
• Manufacturing
• Technology
• Distribution

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Competition

• Multinationals (Coke)
• Government (Proton)
• Domestic (Singh)
• Other goals, such as market share

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Global Constraints

• Policies
• Protectionism
• Culture
• Economic
• Infrastructure
• Financial

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Activities

• Exporting
• Overseas manufacturing
• Joint ventures
• Licensing and franchising
• Importing
• Counter-trade

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International Environment
Home Country
International Economic Factors
Foreign Market A
Firm
Foreign Market B
Foreign Market C
International Political and Legal Factors
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Balance of Payments

• Summary of economic transactions, yearly, between
  one country and all other countries.
• Current Account Goods and services
• Capital Account Financial transactions

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Balance of Payments
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Quotas and Tariffs

• Quota Quantitative restriction
• Tariff Tax on imported goods
• NTB Rules and requirements for goods

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Institutions

• GATT
• WTO
• UNCTAD
• BEMs
• EU
• NAFTA

• IMF
• IBRD
• Mercosur

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Size of Market

• Population
• Growth Rates
• Distribution of Population
• Age

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Size of Market

• Density
• Income
• GNP
• GDP
• Physical Endowment (Topography, Climate
• Infrastructure (Energy, Transportation,
  Communications)

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Size of Market

• Urbanization
• Inflation
• Role of government
• Foreign investment

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Culture
The integrated sum total of learned behavioral
traits that are shared by members of a society.
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Culture

• Technology and materials
• Language
• Aesthetics
• Education
• Religion
• Attitudes and values
• Social organization
• Political life

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Snow
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fallen snow Aput snow on the ground Kaguklaich s
now drifted in rows Piqsirpoq drifting
snow Qimuqsuq snowdrift
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Foremost Case

• Groups of maximum 5 persons
• Each groups must have one or two non Thais
• For each of the actions taken by Foremost explain
  cultural factor which was either a benefit or an
  obstacle to the marketing.

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Political Environment
Home Country
Host Country
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Political Environment

• Firms Home Country
• Firms Host Country
• The Relationship
• Product
• Industry
• Size
• Visibility

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Host Country

• Interests
• Controls
• Entry restrictions
• Price controls
• Quotas and tariffs
• Exchange control
• Expropriation
• Political risk

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External Factors International Environment

• Host Country
• Interests
• Controls
• Political risk

• Home Country
• Political environment

• Company
• Factors
• Culture
• Localization vs. Subsidiary
• Dependence