Amity School of Business

International Marketing

INTERNATIONAL MARKETING

MODULE I

Amity School of Business

International Marketing

What is to be done???
Meaning, Scope & Challenges of IM,

International dimensions of marketing, Case Study presentation by the students on Challenges of IM and International dimensions of IM

International marketing vs. domestic marketing, Home Assignment 1 Benefits of IM

Amity School of Business

International Marketing

Globalization
A process through which events, decisions and activities in one part of the world can come to have a significant consequence for individuals and communities in quite distant parts of the globe. Globalization is manifested in
 economic growth and development,  political structures and relations, and  social and cultural movements and transformations.

Drivers of Globalization
 Cultural Homogenization and its impact on convergence of markets  Economies of scale (decreases cost per unit of output) and scope (reusing a resource from one business to additional businesses)  Technological Developments  Deregulation  Strong international competitors

Amity School of Business

Each term is distinct and has a specific meaning which define the scope and degree of interaction with their operations outside of their home country.

International Marketing

International companies are importers and exporters, they have no investment outside of their home country. Multinational companies have investment in other countries, but do not have coordinated product offerings in each country. Global companies have invested and are present in many countries. They market their products through the use of the same coordinated image/brand in all markets. Transnational companies are much more complex organizations.

Amity School of Business

International Marketing

Defining Multinational Corporations

Definition by size
 Business Week magazine focuses on market value.

Definition by structure
 Structural requirements include the number of countries in which the firm does business and the citizenship of corporate owners and top managers.

Definition by performance
 Depends on foreign earnings, sales and assets  Definition by behavior  Orientation of company management in decision makingethnocentric/ polycentric/geocentric behavior.

Amity School of Business

International Marketing

MNC is a corporation that has its facilities and other assets in at least one country other than its home country. Global MNCs are responding to external factors occurring within their competitive and macro-economic environment.

Amity School of Business

International Marketing

International Dimensions of marketing Domestic Marketing: Foreign Marketing: Comparative Marketing: International Marketing/ Multinational Marketing / Global Marketing/World Marketing :

Amity School of Business

International Marketing

Domestic Marketing vs. International Marketing Domestic marketing: Involves a set of uncontrollables derived from the domestic market. International marketing: More complex in nature. Faces two or more sets of uncontrollable variables originating from various countries.

Amity School of Business

International Marketing

Defining International Marketing

Cateora defines international marketing as, the performance of business activities that direct the flow of goods and services to consumers and users in more than one nation.

Amity School of Business

International Marketing

International Marketing Environment includes:

Political: Economical: Cultural: Legal: Geographic: Business:

Amity School of Business

International Marketing

More overlap of environmental factors, the less modifications in the Marketing mix.
Home country

Foreign country B

Foreign country A

Amity School of Business

International Marketing

Benefits of IM Survival and Growth. Sales and Profits. Diversification. Inflation and Price moderation. Employment. Standards of living. Understanding of marketing process.