- is simply the application of marketing principles to more than one country. However, there is a crossover between what is commonly expressed as international marketing and global marketing, which is a similar term. For the purposes of this lesson on international marketing and those that follow it, international marketing and global marketing are interchangeable.
- marketing involves the firm in making one or more marketing mix decisions across national boundaries. At its most complex level, it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe.
- it clearly defines ...view middle of the document...
* Political/legal: trade policy; economic: growth ,macro – management of the economy; competition
* Geography. Culture, history, economic development , political-economic-legal competitive plus financial
* is the term used to describe the issues that arise in marketing in a global economy. Selling a product with one set of images or slogans might work well in one country, or with one gender or one age group, but send a completely different message to people in a different group.
Self Reference criterion
* the unconcious reference to one's own culture values in comparison to other culture
* if we talk about in basic terms then SRC means to forget about self like if a company is going to some another country then the going company will have to take care about the culture etc of the host country and will have to forget about our culture like McDonalds when entered India they sold product aloo tikki burger inspite of their beef burger.
Comes through knowledge, curiosity in-depth study of country cultures; some similarities and some differences
2. The marketers task is the same wheather applied in dimebox, texax or dar ses salaam, tansania. Discuss.
- The only difference between domestic marketing and international marketing is that the activities takeplace in more than one country. Therefore, the marketing task is the same throughout the world.
3. How can the increased interest in international marketing on the part of the U.S. firms be explained?
-Increased interest has been brought about because of changing competitive structures, coupled with shifts indemand characteristics throughout the world. The U.S. market has reached saturation levels for many products,and increasing numbers of firms are faced with surpluses which must be sold. Also, many firms find that return on investment may be higher in foreign markets than in domestic markets. Finally, more and more firms realize tomorrow’s markets will be world markets and it is imperative that they establish world market positions
4. Discuss the four phases of international marketing involvement.
-The first phase includes those domestic firms which have no foreign business activity except those sales made to foreign customers who come directly to the firm. The second phase includes domestic firms which have temporary surpluses which are sold abroad. Therefore, sales are made on an availability basis with little or no
intention for continuing market representation. The third phase includes the domestic firms that have permanent productive capacity which is utilized to produce goods which are sold on a continuing basis in foreign markets. The fourth phase includes the international company that produces a product for the world market.
5. Discuss the conditions that have led to the development of global markets.
According to the Professor Levitt...