INTERNATIONAL MARKETING MANAGEMENT

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INTERNATIONAL MARKETING MANAGEMENT
SESSION 1 INTRODUCTION
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COURSE OBJECTIVES
TO EXAMINE ISSUES INVOLVED IN DEVELOPING A
MARKETING STRATEGY FOR INTERNATIONAL AS OPPOSED
TO A DOMESTIC MARKET, IE ON A MULTI-COUNTRY BASIS
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KEY PERSPECTIVE

• STRATEGIC (IE COMPETITIVE)
• EVOLUTIONARY (IE STAGES)

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COURSE OVERVIEW

• COURSE REQUIREMENTS
• Cases 20
• Exam 30
• International Marketing Plan 40
• Class Participation 10

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GOING GLOBAL

• Trend Toward Globalization of Markets
• What Is International/Global Marketing?
• How Does International Marketing Differ From
  Domestic Marketing?
• How Does International Marketing Strategy Evolve
  Over Time?

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GLOBALIZING MARKETS

• Companies From Emerging and Industrializing
  Country Markets (India, Taiwan) Entering Global
  Markets
• Small and Medium-sized Companies Going Global
• Globalization Is Occurring in All Types of
  Industries (From Hamburgers to Football)

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WHAT IS INTERNATIONAL MARKETING?

• INVOLVES PERFORMANCE OF MARKETING FUNCTIONS
  ACROSS NATIONAL BOUNDARIES
• Physical Shipment of Goods and Services Not
  Essential
• Some Transfer of Management Systems, Strategies
  and Communication Between Countries
• INCLUDES
• Exporting
• Multi-domestic Marketing Operations
• Global Integrated Marketing

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MARKETING 1 IN INTERNATIONAL BLUNDERS?
Marketing
41
Management
26
Personnel
17
Production
6
Legal
6
Finance
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8
Source Ricks Arpan, International Business
Blunders (Columbus, Ohio Grid, Inc.)
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WHAT MAKES GLOBAL MARKETING DIFFERENT?

• OPERATIONS IN A MULTI-COUNTRY CONTEXT
• Different Environments
• Economic/Financial
• Political/Legal
• Social/Cultural
• Differences in Competition
• Different Marketing Infrastructures
• Media
• Distribution
• Logistics
• NEED TO
• Adjust to These Differences

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INTEGRATING FORCES OF TECHNOLOGY AND CHANGE

• YET
• Political and Economic Initiatives
• Growth of International Communication (Satellite,
  TV, Fax, Internet)
• Increased Travel, Interaction and Migration
• Organizational Links Across Markets (Retailers,
  Manufacturers, Etc.)
• NEED TO
• Co-ordinate and Integrate Operations Across
  Markets

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STAGES IN GLOBAL MARKETING STRATEGY

• Initial Entry
• Local Market Expansion
• Global Rationalization

STAGE 1
STAGE 2
STAGE 3
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