BA 115IU

International Marketing
General introduction

Lecturer: Dinh Thi Le Trinh

 Table of contents
n Welcome
n Communication
n Evaluation
n Learning method
n Introduce the main content of the
course.
 Lecturer

n Name: Dinh Thi Le Trinh

n Email: dtltrinh@hcmiu.edu.vn
n Department: Marketing
n Faculty: Business
n University: International University
 Communication

n Students are encouraged to:

n Raise questions during and after the lecture.
n Discuss with your classmates about the course.
n Share experience and/or knowledge regarding the
content of the course.
 Some rules
n Late attendance should be avoided.
n Chatting in the class is not allowed.
n Mobile phone is not allowed for chatting in
the class, is encouraged to use in the class
for only learning purpose.
 Learning method
n Read text book before the lecture
n Read additional readings assigned
n Look for more material such as books,
journals, online news.
n Should attend all the lectures
Material
n Textbook:
n Philip R. Cateora, Marry C. Gilly and

John L. Graham, (2020), International

Marketing, 18th edition, McGraw Hill.
 Content
n Session 1:
n Chapter 1: The Scope and Challenge of
International Marketing
n Session 2:
n Chapter 4: Cultural Dynamics
n Session 3:
n Chapter 5: Culture, Management Style, and
Business Systems
 Content (cont.)
n Session 4:
n Chapter 9: Emerging Markets
n Session 5:
n Chapter 8: Developing Global Vision Through
Marketing Research
n Session 6:
n Chapter11: Global Marketing Management
 Content (cont.)
n Session 7:
n Chapter 11: Global Marketing Management
n Session 8:
n Review for Mid-term
n Session 9:
n Chapter 12 and 13: Product and Service for
Consumers and Businesses
 Content (cont.)
n Session 10:
n Chapter 15: International Marketing Channels
n Session 11:
n Chapter 16: Integrated Marketing
Communication (IMC) and International
Advertising
n Session12:
n Chapter 18: Pricing for International Markets
n Group Presentation: Group 1 and 2
 Content (cont.)
n Session 13:
n Chapter 17: Personal Selling and Sales
Management
n Group Presentation: Group 3 and 4
n Session 14:
n Presentation Date: Group Presentation: Group
5,6, 7, 8, 9, 1011,12,13, 14, 15
n Session 15:
n Course Review
Evaluation
n Class assignments (Attendance check, group
report and presentation): 30%
n Mid-Term Exam: 20-30%
n Final Exam: 40-50%
n Total 100%
 Group written assignment
n Free to choose a company from different
industrial sectors.
n Make a new international marketing plan for
the chosen company to enter a new foreign
market
 Group written assignment
n Due Date: Week 14
n Submission: via BB
n Late work will be penalized at the rate of 10
percentage points per day.
n Students must keep copies of all work submitted.
 Group report
n Number of students: 5
n Free to choose your group members.
n Form groups in the 1st lecture. In the 2nd week,
inform the lecturer if someone has no group.
n Group-working method: group members solve
the problems by yourself. Inform the lecture if
any group member cannot involve into the
group or group encounters conflicts.
 Group report
n Information on the cover:
n Title,
n names of group members,
n students’ numbers,
n email addresses,
n students’ contributions (full contribution/ a
student: 100%).
Marking criteria (project report
and case presentation)
 Special consideration
n Request for special consideration (for final
examination only) must be made to the Office
of Academic Affairs within one week after the
examination.
n General policy and information on special
consideration can be found at the Office of
Academic Affairs.
 Academic honesty and
plagiarism
n Plagiarism: use another’s thoughts or work as
one’s own (definition proposed by the University
of Newcastle).
n Plagiarism: a form of academic misconduct.
n Students: use the proper referencing of sources.
Presentation
n Be confident, fluent.
n Have a clear voice.
n Should stress on key words.
n Show group solidarity.
n Use some transition words in between
two group members’ presentation.
 Presentation
n Slide:
n Base of power point: should not choose dark
color
n Size of words: large
n Short phrases or clauses
n Do not overuse videos or pictures
n Content:
n Introduce the topic and group members
n Clear structure.
 Mid-term exam
n Type of questions:
n Multiple choice and essay: closed book
n Scope of knowledge and skill of questions:
n The question will cover the lectures, class
discussions, activities, exercises, and textbook.
n How: exam room
 Final exam
n Type of questions:
n Multiple choice and essay: closed book
n Scope of knowledge and skill of questions:
n The question will cover the lectures, class discussions,
activities, exercises, and textbook.
n How?
n Exam room
n Note:
n Not allow to use any document/information in any form in
exam room
 Course objectives
n provide students with up-to-date knowledge of
international marketing issues that MNCs are
facing.
n international environment (history and geography,
cultural, political, legal and economic) on firm’s global
marketing
n global market opportunities
n global marketing strategies: standardization versus local
adaptation strategy; planning and organizing 4Ps
marketing strategies; implementing global marketing
strategies, including negotiating with international
customers, partners and regulators.
 Learning outcomes
n ability to:
n analyze the dynamic of cultural environment of global
marketing
n develop global-local vision through marketing research
n understand how to formulate and implement global-
local marketing strategies in international markets
 Learning outcomes
n ability to:
n analyze the dynamic of cultural environment of global
marketing
n develop global-local vision through marketing research
n understand how to formulate and implement global-
local marketing strategies in international markets
 Chapter 1

The Scope and Challenge of

International Marketing

Lecturer: Dinh Thi Le Trinh

 Today’s agenda
n Global perspective
n Internationalization of U.S Business
n International marketing
n International marketing tasks
n Environmental adaptation
n The self-reference criterion and ethnocentrism
n Developing global awareness
n Stages of international marketing involvement
 Global perspective
n Economic boom in North America during the late
1990s after the Cold War
n Communist countries join into the world trading

system.
n International trade and international marketing ->
create peace
=> International marketing is affected by and affects
all the above things.
 Internationalization of U.S
business
n changing competitive structures
n shifts in demand characteristics in markets
throughout the world
-> How?
n be unavoidably envolved with foreign
customers, competitors, and suppliers
n face competition on all fronts
Internationalization of U.S
business
n imported from foreign companies
n foreign companies in US

n US companies has been acquired by foreign

owners.
n US companies enter foreign markets

-> many necessary strategies to cope with

different levels of uncertainty encountered in
local and foreign markets.
 International Marketing
n The business performance is designed to plan,
price, promote, and direct the flow of a company’s
goods and services to consumers or users in more
than one nation.
-> complex and diverse.
The international marketing
task
 The international marketing
task
n Marketing Decision Factors
n Marketing Decision Factors:
n The controllable elements: can be altered in the long
run and in the short run to adjust to changing market
conditions, consumer tastes, or corporate objectives.
n With the uncontrollable elements: the marketer must
actively evaluate and may adapt their marketing mix.
 The international marketing
task
n the marketer cannot control or influence the
uncontrollable elements -> adjust or adapt
n What makes marketing interesting?
n managing the controllable elements of marketing
decisions (product, price, promotion, distribution, and
research) under the uncontrollable elements of the
marketplace (competition, politics, laws, consumer
behavior, level of technology, and so forth)-> achieve
marketing objectives
 Developing global awareness
n To be globally aware:
n tolerance of cultural differences:
n understanding cultural differences
n accepting and working with others whose behaviors
may be different from yours.
n knowledge of culture, history, economic, social
and political trends of global markets
 Environmental adaptation
n interpret effectively the influence and impact
of each of the uncontrollable environmental
elements on the marketing plan for each
foreign tageted market.
 The self-reference criterion
(SRC) and ethnocentrism
n SRC is an unconscious reference to one’s own
cultural values, experiences, and knowledge as a
basis for decisions.
n Ethnocentrism: the notion that people in one’s
own company, culture, or country know best how
to do things.
 The self-reference criterion
(SRC) and ethnocentrism
n should isolates the SRC influences
n maintain vigilance regarding ethnocentrism

-> conduct a cross cultural analysis, steps:

n 1. Define the business problem or goal in home-country cultural
traits, habits, or norms.
n 2. Define the business problem or goal in foreign-country cultural
traits, habits, or norms through consultation with natives of the
target country. Make no value judgments.
n 3. Isolate the SRC influence in the problem and examine it carefully
to see how it complicates the problem.
n 4. Redefine the problem without the SRC influence and solve for
the optimum business goal situation.
 Stages of international
marketing involvement
n Factors favoring faster internationalization:
n high-technology and/or marketing-based
resources
n smaller home markets and larger production
capacities appear to favor internationalization;
n key managers well networked internationally
 Stages of international
marketing involvement
n Stages of international marketing involvement
n No direct foreign marketing:
n not actively cultivate customers outside national
boundaries, but company’s products may reach foreign
markets.
n directly contact the firm/ domestic wholesalers or
distributors abroad without the explicit encouragement
or even knowledge of the producer.
n receive orders from international Internet users.
 Stages of international
marketing involvement
n Infrequent foreign marketing:
n Temporary surpluses caused by variations in
production levels or demand may result in infrequent
marketing overseas.
 Stages of International
Marketing Involvement
n Regular foreign marketing:
n permanent productive capacity can market in foreign
countries.
n may employ foreign or domestic overseas
intermediaries or have own sales force or sales
subsidiaries in important foreign markets.
n The primary focus of operations and production is to
service domestic market needs.
Stages of International
Marketing Involvement
n International marketing:
n fully commit to and involve in international
marketing activities.
n seek markets all over the world and sell products
that are a result of planned production for markets
in various countries.
 Stages of international
marketing involvement
n Global Marketing:
n treat foreign and home markets as one market.
n Market segmentation decisions are no longer focused
on national borders-> are defined by income levels,
usage patterns, or other factors that frequently span
countries and regions.