19 International Marketing

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By: harishankarkgp (68 month(s) ago)

it is wonderful presentation which has cleared lot of concepts on international marketing in different appropaches..........

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International Marketing : 

International Marketing Look at the international marketing environment Decide whether to enter Decide which markets to enter Decide how to enter Plan marketing programs Plan marketing organization ….the real issue here is what role national boundaries play in a firm’s strategic planning process.

International Marketing : 

International Marketing Physical Environment Climate, topography, resources US has big products… Economic Environment Population, industry structure, stage of development Lack of wholesalers in developing countries

International Marketing : 

International Marketing Political-Legal Environment Advertising restrictions Tariffs/non-tariff barriers Patents/Trademark protection

International Marketing : 

International Marketing Cultural Environment Language Attitudes Time Concepts Space Concepts How business is conducted Friendship

International Marketing : 

International Marketing What influences the decision to enter? Stability of government Stability of currency Tariffs/non-tariff barriers Crime/corruption Protection of property rights/technology

International Marketing : 

International Marketing How to enter: Exporting Export excess capacity Simplest, most direct Licensing/joint venture Firm in foreign market produces, distributes

International Marketing : 

International Marketing How to enter (cont.): Subsidiaries Partly own firm in foreign market Multinational As foreign investments grow, firm loses home country identity Key is volume growth

International Marketing : 

International Marketing Which markets? Current market potential Future market potential …versus risk Russia….? Marketing Plan Standardize versus adapt for each market

International Marketing : 

International Marketing Marketing Organization Based on entry strategy Requirement for in-country participation