International

--

International
Marketing& its
1. marketing
importance.
the Global
2.
Understanding
market
today
Importance MNE/Host
of bounty
relations
3.
Country Selection
Country
-

Attractiveness Parameters
Opportunities
-

-
Invarient
I Country
Acquirable Country Risk
international
4. Reasons for
marketing
International market
onpp
5.
Key
* FTA (Free Trade Area)
ve
n ene
e e

Attractiveness pala.
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-

location.
⑧
coastlines are
prefferd)..
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plans, good agricultural
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timber
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 Global, International, multidomestic
transactional statics
C
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glinteraction
obal
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country entry strategiesnets
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el
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climate
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level of technology
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distribution
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exp, knowledge. used

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the basis of

my
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oppo for widel selection

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of goods
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rement
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Categories
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technical
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national" policies
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te

I
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service barriers (limits, regulation)
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commerce
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-
Domestic
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 Elements a consequence of
orgine,culture.
-

Origins

-
flora, fauna, etc).
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f
History

· technology & political

economy

. social antiquee
*
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-
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confiscationwithout payment.
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assets.
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investment
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of
gane controls When there
is

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un

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political
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fo reduce
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political Payoffs (briber
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a
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y
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e

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convention
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remedies
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 Benefits of
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scale
in
for mes
① oknowledge helps produ
in met, talentleads
② Global diversity markets
to new
approaches across

& Improved coordination & Integrati

transfer
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marketry allows of
countries.
knowledge across
toughest
marketers access to
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customers.
benefits from density
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markets.
of
 for Global
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e
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International
process
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-
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company/country
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chiefende
s ↑

screening
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market
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segments
markett mix accordingly&
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mix jeg.: defining I

(Marting
selecting marketing segments.
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plan developement].
[Marketing
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48 -

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India'
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India prominent places
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&
trade.
u
India.
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 Ch-
-
-

Market
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Research
2
-

Systematic gatheri
of
n g, recording
data.
analping
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decision making most
·

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must find
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lands of
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-

area,
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to marketing
economic, consumer,
requirement (social,
trends)
industry
marketing
-

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plan (product, promotion,
price)
S
*
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sociologimarketconditions.
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A
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elements critical

of e
desec
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& Define Research problem estb.

research
obj.
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fulfill
to the research objectives.
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efforts &

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&
interpret & sumaize result
⑧ Analyze, then communicate
&
Problems of availability fastof&
many
data.
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-

Reliability of data.
-
of
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fatire
of respondants
Research
answer
large
no.

questions.
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prese
presentedestimations.
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Qualitate
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Interpret what ppl. In sample like.

directobservation
open-ended,
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-

-
&
clearly
mol
 Problem
gathering
wat
-

Sampling countries lack

dater
adequate
Demographic draw
to reliable, accurate
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sample grays.
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Language baniel
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Language impacts survey
Literacy
*

- --- -

----

--
-
-

e
-

-
 *
Problems in
analyzing!- and
interpreting
information
copingNeed
-> with disparities foreign
in data.
-

high degree of cultural

under
methods
s t a ndi n g
Geatively adapt research ↑
-

data with
-

sis of
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skeptical
Decentralization
*

based, and
wetlach of atten
foreign
-

Results -

quick, accurate
-

Disadvantage
Possible ineffective
stated
Comm.

S Potential dominance oflarge market

 Ch-9

developement
-
& Americas
See
factors
-

Economic
-
Politicalstability.
-
Economic & legal reforms
-

Entrapreneurship planning
-

Outward orientation.
Factors of production
for growth.
-

Industries targeted
force highand
-

to
- Incentives a

domestic rate of savings

direct capitalto update infrastructure.
owned enterprises
-
Privatization of State
(SOESS with low
accessible markets
-

Large,
tarifs.
 countries
Objectives
- for developing
-

Industrialisation
-
Investment in IT

investment
~

Foreign
Infrastonementof capital goods
I
-

[
business
Directly offi
impactcountry c i e ncy
growth
eco.

contributions
Marketing
- ·

I
a I
indicates" needs
5weakness markets
emerging
↓

in
for adjustment
⑳ Marketheterogeneity.
⑪ Socialpolitical governance
⑲ Unbranded competition resoluce
& Chronic shortage of
⑧ Inadequade Infrastructure
-

- -

- -

-
-

--

- - -
 -

- -
-

-
--

--

* United States
-
Canada Free Trade Area
(CATAS
World's largest continental
bilateral trade
agreement
commercial
-

-Created
single, trade
market
Eliminated tariffs a

↳rade
barriers
all
goods & servicesI
North American free Trade
Agreet (NAFTA)

usentitlin
-Remove
Mexicoand ppi
all Barrill &
with

Tairf for 15ys.

in

DTA Central american contin

US, Dominican Republic, trade
-

Step towards goal of free

all Americas
of
across
~
Include wide away tariffmean,
incr. trade &emp
↑

me

-
-
--
---

-
 for sid
marketing.
aplications
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&
Living
-
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and &

made rises)
[ Group with
new demand is
As encome rise,
generated
-

markets will be growth

-

Emerging area.
 Ch-10
-
andde
East
Europe, Africa,
multinational cooperation
- -

* demsof
ups
Camperation
(PG)
-

⑦ RegionalBasicecointegration Radio. Pimmetmut

[ mutually
Area (FTA)
befificial industries
develop. (hi
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⑪ Evel
if
custom duty a
nontain
eliminates barriel

[
reduce or

free flow of goods & services

more
require coop. I
the
integration RCIG
Custom union
⑭
I
tartthe

enjoysAAA reduced orel i m i n ate m

d om
atter
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Market
⑭ Common
I
fully
exterminates
-

All int. Hamits & restrictions

S
common
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seto f
·

·
Free
Adopts
flow of goods, services (labor & capital
·
E0o unified

Political Union
⑱ form of region coop.
fully integrated
I
·

complete eco. political integration I

 Ch-13
-
customes
for
-

presarices
-

-
-

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-
-

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-

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assie
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nee

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itht specfic*
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regulatio
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&
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e
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-
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--
-
 Product& Culture
resistance
ofbeacceptance
or
->
Rate
can predicted.
innovation basis
five characteristics of
percieved marginal
->

① Relative advantage
(the
relative to old)
product
⑥ Compatial y compatibility etc)
an
of with
behaviour, norms, values,
acceptance
③ Complexity (the degreeof Icampuse
associated
④
Trialaboy degrees
the of
a t
ttend he
product uses
with which
⑤ by
observable (the cafin can

be communicated
innovation.
*
Deverity good for term impact on
*
Long term study or
long work team performat
 -

--
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-

-
-

--
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-

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---
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--
 Support service
component

potted
·ele
·
Repair
maintainall ·
Trademark
Packaging
component
core
Disc
·
Deliveries

Som
Installation. Brand
platform quality. Warranting
·
·
·

Instructions name Spare

Package
·

Design features.
parts
·

Other Functional
Styling
·
·

Related feature
·

service

--
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-

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e
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-
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--
·
services are
&eff by they are

intangible
creation cannot be seperated
I Inseparable.
-

->
ESalon) from consumption thus
Individually produced
I↳
->
Heterogenous:-
Crestraunt) unique.
be consumed
Perishable?-Mustwith creation
simultaneouslylike des
(fresh produce sugarcane,
-

Global
eenteling Markets
Protectionism
transborder data
-

Restrictions on
flow
-
Protection of intellectual
property.
-
Cultural
barriers and adaptation.
 entrancussing,
↳agte directinvert
te

⑧-
whatis ad ofbrand & its used?
- -- -

-
---

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A -----
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brand
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how --
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- -

-
-

-
-
--

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-
GofGrgoan 2
batter 0
en
·

*
Influence
assembly or
design has on

consumer's perception.
·

Reaction influenced brands.

by country, product,
and image of
attitudes
· Ethocentrism impact
towards foreign products.
Status of
·

against
Stereotypes:Industrial,
developing
economy attractiveness; "Xenocentrism"
·
fads for
can overcome a
-> Good reting
COE
negative
-- - -

- - -

-
-

- -

----

--

- - -
 Ch-14

evius
for
business

f und b een
re

Been
bayof u sed
small customer
no
of act
tend to
-

Professiconcert.
onal buyers
in
·
an markets
are
Changes
-

demand
accelerated by desired
-
 manage
ways
to
volatility:
--

lines
Maintain
① broad product
& market
coverage. & reduce ad
⑧ Raise prices faster booms
expenditures during
marketshare
Ignorestrategic
as a
③
tool-

④ Eschew layoffs
⑤Focus on
stability
C
--
-
-

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-
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e

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&
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--

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-
ISO-9000 certification? An int.

Std. of quality.

-
- -

- -

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-
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-

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----
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e
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 Chr15
-

International
- Marketing
Channels
-

-
- --
-
-
-
-
-
- -

---
- -
-
-

---
-

- -
-

e n
 structure:-
Japanesetion
middleman
① High density of
② Channel
control manufactures
by
③ Business philosophy shaped by
culture.
uniquethat the foundation
protectthe
a

⑭ Law
the smaller
of system
-

retailer.

--

A
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-----
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changes. - - -

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 Middleman
Aght?-
typiseman
I Hate !
&

A
County
External michleren Foreign

Fete mandate
s ung
middleman

to
Manufacturer's

↳Agent- Global retaile

in
middleman
- Exportmgt, in the
an

↳ &

I Export trading
I Complementary !
->
companies (ETCs)

I! agent
marketers
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export (MEA)
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association (WPEAs]
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export
Sales
Corporation IES e)
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Factors
affecting
-
-

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--
--
-

----
--

Channel
Sex
-
Cs
trategy
o--
1. Cost
rivaments
2: Capital req
3. Control
4.
Coverage
5. Character
6. Continuity.
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--
 Ch-16
->

communications
-

Integrated nekt.
&

Advertising
adaptation
Local countrin
-
·

Media limited in some

f
budget or
-

require high
May sales
promotion. be
constraintcan
-posed local laws.
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by
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en
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-

a
communication
of process
⑩ Information source
②
Encoding Channel.
③ Message
④ Decoding
⑤
Receiver
⑥ feedback
Noise
⑦
 Promotional unfires
· cultural context impacts understanding
of message. sender & reciever
overlap" b/w
"Psychological
·

Encoding
errors (symbols may send uninted
mag)
encoded
·

Decoding errors
(poorly message)
·
feedback
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 -

e n

- -

- --
-

limitations
LiCultural
nguistic
·

·
Media
diversity.
Limitations
and cost limitations
Production
1

·
 Mplanning
Communication revolution ↑

phones)
-

IPCs, internet, mobile

-
Tactical considerations.
·

⑧
Availability
Cost
·

Coverage market media.

·
Lack of
·

Newspapers
·

·
Magazines
Radio & televisions
·
Satellite & Cable TV.
·
Directmail
· Internet
·
social media
·
mobile
phone applications
 Ch-1
-
-
& sales
Personal selling
-
Management

--

-
-

- - -
 -
-

-
---
--
---

-
---
- -

Three recruitment source

-

I
-> expatriates
↳- Local nationals
nationals
↳ Third-country
 -- --
-

--

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-- -

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e
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-
-

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 Ch-18
-

International
Pricing for
- marketing
variable impacting price
Tariffs
·

·
Costs
· Attitudes
Competition
·

Currency fluctuations rotation

Methods of price q
payment.
·

·
Methods of
 Objectives to
·
As an active instrument
accomplish market objectives.
static business element.
·
As a

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to
- inflational escalationt

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⑧ -
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 value
currancy
·

- Varying
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to reduce price Escalation

Approach
↳of
goods.
*
tarrifs
Lowering distribution cost
*
Lowering Trade Zones

Using foreignleg FFC)

*
-
*
Dumping below of produc
cost

P
at
goldhan
⑧

marketbelow price
in
foreign in home market

same apparent
pre of
* Opensmarket.door to large segment
experimental
of selling
risk new,
* Eases
equipment. & service on
* Better mantainance
overseas eq upment, in
leased and use

* Equipment
sell other companies in
helps
that country. time
more stable over
* Revenue
direct
than sales.
Disadvantages of Leasing
*
Inflation Devaluation
*
Currency
*
expropriation
risk
Political
↑

*
-known as Satel)
(also
Countertrade
↑

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diamond carte
OPEC,
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 Ch-19
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with Customers,
NegotiaPartners
tions &
Regulators
offerences
Call
I
caused in

business
International negotiations
*
Language behaviours
* Non verbal
* values

* decision-making
I
Thinking process.
 behaviour
Bargaining
-

(intention to provide target)

* Promise
* Threat

* Recommendations
warning
*
Reward
* Normative Appeals.
*

(statement target's passes

* Commitment
*
Self-disclosure
* Question
* Command.
 Extra-
z

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