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INTERNATIONAL MARKETING MANAGEMENT

INTERNATIONAL MARKETING MANAGEMENT. SESSION 1: INTRODUCTION. 1. COURSE OBJECTIVES. TO EXAMINE ISSUES INVOLVED IN DEVELOPING A MARKETING STRATEGY FOR INTERNATIONAL AS OPPOSED TO A DOMESTIC MARKET, IE ON A MULTI-COUNTRY BASIS. 2. KEY PERSPECTIVE. STRATEGIC (IE COMPETITIVE)

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INTERNATIONAL MARKETING MANAGEMENT

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  1. INTERNATIONAL MARKETING MANAGEMENT SESSION 1: INTRODUCTION 1

  2. COURSE OBJECTIVES TO EXAMINE ISSUES INVOLVED IN DEVELOPING A MARKETING STRATEGY FOR INTERNATIONAL AS OPPOSED TO A DOMESTIC MARKET, IE ON A MULTI-COUNTRY BASIS 2

  3. KEY PERSPECTIVE • STRATEGIC (IE COMPETITIVE) • EVOLUTIONARY (IE STAGES) 3

  4. COURSE OVERVIEW • COURSE REQUIREMENTS Cases 20% Exam 30% International Marketing Plan 40% Class Participation 10% 4

  5. GOING GLOBAL • Trend Toward Globalization of Markets • What Is International/Global Marketing? • How Does International Marketing Differ From Domestic Marketing? • How Does International Marketing Strategy Evolve Over Time? 5

  6. GLOBALIZING MARKETS • Companies From Emerging and Industrializing Country Markets (India, Taiwan) Entering Global Markets • Small and Medium-sized Companies “Going Global” • Globalization Is Occurring in All Types of Industries (From Hamburgers to Football) 6

  7. WHAT IS INTERNATIONAL MARKETING? • INVOLVES PERFORMANCE OF MARKETING FUNCTIONS ACROSS NATIONAL BOUNDARIES • Physical Shipment of Goods and Services Not Essential • Some Transfer of Management Systems, Strategies and Communication Between Countries INCLUDES: • Exporting • Multi-domestic Marketing Operations • Global Integrated Marketing 7

  8. MARKETING #1 IN INTERNATIONAL BLUNDERS? 41% Marketing Management 26% Personnel 17% Production 6% Legal 6% Finance 4% 8 Source: Ricks & Arpan, International Business Blunders (Columbus, Ohio: Grid, Inc.)

  9. WHAT MAKES GLOBAL MARKETING DIFFERENT? • OPERATIONS IN A MULTI-COUNTRY CONTEXT • Different Environments • Economic/Financial • Political/Legal • Social/Cultural • Differences in Competition • Different Marketing Infrastructures • Media • Distribution • Logistics NEED TO: • Adjust to These Differences 9

  10. INTEGRATING FORCES OF TECHNOLOGY AND CHANGE • YET: • Political and Economic Initiatives • Growth of International Communication (Satellite, TV, Fax, Internet) • Increased Travel, Interaction and Migration • Organizational Links Across Markets (Retailers, Manufacturers, Etc.) NEED TO: • Co-ordinate and Integrate Operations Across Markets 10

  11. STAGES IN GLOBAL MARKETING STRATEGY • Initial Entry • Local Market Expansion • Global Rationalization STAGE 1 STAGE 2 STAGE 3 11

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