The Scope and Challenge of

International Marketing

Chapter 1
What are the trends?

• Late 1990’s

• Early 2000’s
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