代寫International Marketing
Introduction to
International Marketing

Prepared by Nicole Feetham
University of South Australia
Learning objectives
After studying this chapter you should be able to:


Learning objectives

Overview
Increasingly global environment for today’s marketing manager
However, not a new phenomenon
The focus should be not the nature but the rate and type of change

The Asian century

The Asian century

Why understanding international marketing is imperative

Why understanding international marketing is imperative
3.  International competition also brings about global cooperation
partnerships between Toshiba and Sony, from Japan with US computer manufacturer IBM

growing area of mobile e-commerce
social networking and marketing

Why understanding international marketing is imperative
5.  Changing nature of the world economy
shift in the world’s largest companies
less US and Japanese centric
consider the make up of the largest 100 companies in the world

6.  Domestic companies cannot avoid competitive pressure from globally oriented firms

Top 100 largest organisations
International trade versus international business
International trade
the process of exporting and importing goods between a nation and other countries in the world

International business
a combination of international trade and foreign production of goods for sale

Evolution of international and global marketing
Shift in management paradigms
traditional paradigm rooted in US management theory
more of a ‘global approach’ now
Marketing strategies are based on an organisation’s degree of experience and nature of operations in international markets
organisations do, however, evolve over time

Evolution of international and global marketing
Five stages

Evolution of global marketing
Evolution of international and global marketing
Domestic marketing

An approach where organisations focus on the domestic market and domestic competition only
ethnocentric
product development for home country customers
marketing mix decisions made at head office level

Evolution of international and global marketing
Evolution of international and global marketing
Export marketing

Organisations sell their product or service directly or indirectly to overseas buyers
ethnocentric
product development mainly determined by home market needs
marketing mix decisions made at head office level

Evolution of international and global marketing
Export marketing examples:

A clothing company that exports to the country adjacent to it
A food company that exports its produce to another country without changing anything about the product

Evolution of international and global marketing
International marketing (country-by-country)

Marketing functions are adapted to foreign market demands
polycentric
local product development based on local needs
marketing mix decisions made in each country

Evolution of international and global marketing
International marketing examples:
A food marketer who changes the taste of the product to suit local tastes
A retailer who adapts their stores to allow for aesthetics and tastes of locals
can also include ‘multi-domestic’
foreign subsidiaries operating independently of one another without control from the organisation’s head office

Evolution of international and global marketing
Multinational marketing (region-by-region)

The organisation realises economies of scale by standardising operations on a regional basis
regiocentric
product planning is standardised within region but not across
marketing mix decisions made regionally

Evolution of international and global marketing
Multinational marketing examples:

A bookstore chain that makes adjustments to its store layout and product range within (rather than across) regions

A jewellery store that uses a different celebrity endorsement in Asian markets compared to North American markets

Evolution of international and global marketing
Global marketing

An organisation strives for efficiencies of scale by developing a standardised marketing mix across national, regional and global markets
geocentric
global products with local variations
marketing mix decisions made jointly with mutual consultation
Evolution of international and global marketing
Global marketing examples:

A global hair care brand adjusts the product formula to allow for different conditions in different countries

A global advertising agency maintains its global branding but adjusts its mix to allow for local conditions such as access to media
Evolution of international and global marketing
Key challenges of global marketing
impact of environmental factors on global marketing, e.g.
location: Dubai is now a major airline stopover hub
natural and human resources: Chinese have major environmental pollution problems and are becoming increasingly concerned about future quality of the environment
impact of the internet on global marketing

International marketing planning and strategy development
Changing the controllable variables
the ‘marketing mix’
Understanding the need to fit the strategy to the environment
The necessity for effective planning
same concerns as domestic marketing planning, except the major interest is with international marketing variables
Theories of international trade and the multinational organisation
Comparative advantage theory
English economist, David Ricardo
a country can gain from engaging in trade even if it has an absolute advantage or disadvantage

Absolute advantage
the situation in which one region can produce goods with lower unit labour requirements than any other region and so is only able to export these goods
Theories of international trade and the multinational organisation
Principles of international trade
Factor endowment theory
based on notion that nations possess different amounts of land, labour, capital that determine a nation's comparative advantage
Theories of international trade and the multinational organisation
International product cycle theory
explains a realistic, dynamic change in international competition over time and place through:
economies of scale and scope
technological gap
preference similarity

Theories of international trade and the multinational organisation
Internalisation / transaction cost theory
focuses on the internal costs of economic exchanges within a multinational company
appropriability regime
dominant design
manufacturing and marketing ability

Summary
You should now have an understanding of:

Summary