International Marketing 118. 330 Slides

General Overview

• Interdependence of World Economies
• Emergence of New Economic Players
• Formation of More Distinct Trading Groups
• Shift in Economic and Political Ideologies
• Sophistication of Technology
• Increase in Market Concentration
• Crisis in National Identity
• Greater Divergence Between Haves and Have-Nots
• Greater Internationalization of Business Relations
• Growth in “Global” markets

General Overview

• Self-Reference Criterion/Marketing Relativism
• stages of involvement—foreign marketing
• None
• Infrequent
• International
• Global
• Strategic orientation
• Domestic market extension
• Multidomestic market concept
• Global market concept
• role of culture
• sociological, psychological, anthropological factors

General Overview

• Cateora’s Int’l Marketing Task Paradism
• controllables vs. uncontrollables
• interaction between controllables & uncontrollables
• static vs. dynamic behaviour

General Overview

• Levitt’s Globalization Concept
• Commonality of Wants and Desires Presumed
• Marketing Program Driven by Cost Considerations
• Minimizes Adherence to “Marketing Concept”
• Provides Cohesiveness and Order for Planning
• Management Led to Believe “controllables” are actually controllable

General Overview

• Economic Prosperity Derives from Trade
• Absolute Advantage
• Comparative Advantage
• Heckscher-Ohlin Factor Endowment Theory
• Foreign Direct Investment
• market imperfections
• market failure
• Multinational Enterprise
• internalization
• diversification
• eclectic

General Overview

• Porter’s Comparative Advantage of Nations
• Focus on Firm’s “Value Chain”
• Highlights Government’s Role in Business Relations
• Evaluates Factors Employed to Create Value
• unique factors
• lowest production costs
• maximum market potential
• optimal risk-return tradeoff
• importance of strategic positioning