Philip Cateora: the books orientation

1
Philip Cateora the books orientation

• an environmental approach
• (meaning what?)
• the study of foreign (marketing) environments and
  their influence on the marketing process

2
International ComparisonsCOMPARING WHAT?
CANADA
JAPAN
MARKETING ENVIRONMENT
MARKETING ENVIRONMENT
Canadian retailing
Japanese retailing
3
MARKETING MARKETING SYSTEMfunction ofMARKETING
ENVIRONMENY

• Compare relationships
• marketing/environment
• rather than comparing marketing systems directly

4
Global Awarenesssensibilité - compréhension -
conscientisation

• objectivity
• tolerance of cultural differences
• knowledge of
• cultures
• history
• market potentials in key regional and global
  markets
• major economic, social and political trends

5
Marketingdomestic - international - global

• domestic firm operates within its national
  environment with a vision based on this
  environment - its local reality
• international involves several countries and
  environments - an adjustment process? (or simple
  extension - standardization?)
• global based on universal vision with global
  strategies that ignore local environments -
  global segments

6
Summary of different markets in world trade

• services vs products (nature of goods traded)
• manufactured goods (production stage)
• intermediate (components)
• finished goods
• natural resources (commodities)
• trade dyad (partners)
• intra-firm
• other business-to-business
• consumers

7
Marketing Concepta definition

• organize firms marketing efforts around customer
  satisfaction so as to maximize profits
• using the marketing instruments available (4 Ps)
• insuring customer access by promoting permanent
  and durable channel relationships

8
Marketing Concept in Global Context

• what changes?
• need explicit knowledge about environment
• (our intuition, experience less useful?)
• review definition of customer needs?
• degree of channel control ?
• importance of contacts, relationships, guanxi ?

9
Marketing tasks controllable - non-controllable
(voir Exh. 1-3, p. 8)

• controllable
• marketing mix
• strategies
• non-controllable
• competition (entirely non-controllable?)
• political / legal variables environment economic
  (macro, income, interest rates..)
• demography
• distribution / geography / culture (?)

10
Self-Reference Criterion (SRC)

• subconscious reference to our own values,
  experiences and knowledge as we seek to interpret
  our observations in a foreign environment
• key dimensions
• personal space
• concept of time
• nature of visits / contacts
• (more about this later)
• cf. egocentrism

11
Marketing Relativism objectivity or
subjectivity ?

• marketing strategies and judgements based on
  experience
• this experience est interpreted by the marketing
  specialist or manager in terms of his values (
  that is, his culture)
• another expression of ethnocentricity

12
Strategic Concepts in International Marketing
EPRG

• Ethnocentric
• extension of domestic practices to foreign
  markets
• domestic market establishes standard
• Polycentric
• concept of multiple domestic markets
• a country-by-country approach with different
  strategies for each country
• Regio- et Geo-centric
• regional or global approach
• world seen as one unified (or unifiable) market