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The Scope and Challenge of

International Marketing

Chapter 1
What are the trends?

Late 1990s

Early 2000s
Internationalization of America

Foreign Ownership of Businesses


Chrysler
Foreign Investment: $1.5 trillion
Exportation of Products

Why go international?
International v. Domestic Marketing

International

Domestic
The International Marketing
Task
Controllable Factors
Product
Price
Place
Promotion
Domestic Uncontrollables
Political/Legal
Economic
Competition
The International Marketing
Task
Foreign Environment Uncontrollables
Political/Legal
Economic
Competitive
Level of technology
Structure of distribution
Geography and infrastructure
Cultural forces
International Marketing Issues

Self-Reference Criterion

Ethnocentrism

Examples

Cross-cultural Analysis
Global Awareness

Tolerance for other cultures


Knowledge of other cultures
International Marketing
Involvement
No Direct Foreign Marketing
Infrequent Foreign Marketing
Regular Foreign Marketing
International Marketing
Global Marketing
Strategic Orientation

Domestic Market Extension Orientation


Primarily domestic
Multidomestic Market Orientation
Fine-tune product/strategy to market
Global Market Orientation
Look at entire world as market
Use the same product, different forms of
advertising