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International Marketing Management



L10: Unit Review and Exam

Dr Pete Nuttall
Unit Overview
Marketing Theory

Market Environment
& Competition

Consumer Culture

Emerging Markets

IM Mix

Brands &
IMM Theory

 The Global marketplace and scope of International Marketing

 The impact of Globalisation and reasons for going global
 The Internationalisation process and the firm’s world view (orientation)
 Levitt, the global village, global consumers & convergence
 Standardisation v Adaptation
 Cross-cultural consumer diversity and Glocalisation
The International Marketing Environment &
International Competitiveness
 Environmental influences on International Marketing
 Political, Economic, Social-Cultural
 Competitive advantage
 Developing a firm’s international competitiveness
 CSAs: Nation advantage, Porter’s Diamond & COE
 FSAs: The Value Chain & Core Competencies
Culture and Global Consumer Culture
 Cultural influence on the marketing mix and cultural sensitivity
 Comparing Cultures: Cross-Cultural Analysis (Hall & Geert Hofstede or
 Defining culture, its elements and manifestations (expressions): values,
rituals, heroes and symbols
 Evidence of Global Consumer Culture and return to the “local”:
hegemonic brandscapes/rituals, the cosmopolitan segment of
consumers and creolization
 Critique: Americanization, McDonaldization and Klein’s No Logo
 Application of Cultural knowledge to Local Marketing
 International marketing shaping local/regional identities
 McDonald’s Global Expansion & Kit Kat in Japan case studies
Emerging Markets

 Classifications (e.g. BRICS) and defining developing nations

 Power and importance of emerging Markets
 Issues that define emerging markets: Key Marketing Challenges &
 Mega Trends: Customers, Cultures & Access (market entry)
 Emerging brands for the emerging middle class: cases
 Harley Davidson in India case study
International Marketing Strategy & Tactics
 The Global-Localisation of the IM Mix
 Marketing program planning: Extension & Adaptation
 Cross-cultural STP and cultural positioning: LCCP, FCCP, GCCP
 Value positioning

 Products, Services & Brands

 The product concept, the multidimensional product & different
requirements in marketing products vs. services
 Brands in an international context & the consumer perspective
 Cross cultural brand associations (resonance) and brand equity
 Alternative branding models
 Global-local branding & cross-cultural challenges: The local,
international and global brand.
 Harley Davidson case study
International Marketing Strategy & Tactics

 Communications
 Brand associations and marketing communications
 The role of communications, the cultural context & cultural models
 The linear marketing communications model & McCracken’s
meaning transfer model
 Executing international marketing communications
 Media choices and restrictions
 Cultural Factors in International Marketing Strategy /Social Media
Your Exam

 Friday 25th May 13.00

 Seen case study exam
 Two hour paper
 Answer TWO questions ~ Choice of 6 questions
 All questions carry equal weighting
 ‘Essay’ style questions that require theory
applied to the case study
Examination Rules

 Bring to the exam your ORIGINAL 2-sided copy of the

case distributed in-class today (or via reception)
 DO NOT photocopy – if you lose it let us know
 No additional paper (eg. stapled, or post it notes)
 You may annotate the original case study as you wish
 Your exam paper AND annotated case study will be
collected at the end of the exam.
Grading criteria (how to do well!)
 Knowledge of the topic/insight to theory and concepts
 Wider reading & up-to-date issues
 Models and published academic research
 Texts & journal articles ~ use ‘limited referencing’ e.g. (Levitt, Hall)

 Analysis & critique

 Application of understanding (beyond description) on the case study
 Additional research on the market/brand of the case study
 Use of Examples outside exam case: class case studies & c/w, Lecture
examples, Guest speakers

 Answer the question

 Double check the tasks required:
 Action, Theory, Application, Conclusion
Example ATAC

 Consider the role of CSAs and FSAs in the development

of L’Oreal’s competitive advantage and critically assess
how these can be transferred and used effectively to
compete in foreign markets.