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 firms strategic planning process.

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
Political-Legal Environment
Advertising restrictions

Tariffs/non-tariff barriers
Patents/Trademark protection

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

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
How to enter:
Exporting
Export excess capacity Simplest, most direct

Licensing/joint venture
Firm in foreign market produces, distributes

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
Which markets?
Current market potential Future market potential versus risk
Russia.?

Marketing Plan
Standardize versus adapt for each market

International Marketing
Marketing Organization
Based on entry strategy

Requirement for in-country participation