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Introduction to International Marketing
Source: www.bing.com/imagesBy: Sandra Lorena
International marketing opinions
Source: Linoit.com/canvas/Marketingdefinition
What it is:
Analysis presented by Tatiana Hernández
What it is not:
Analysis presented by Tatiana Hernández
Everything has its beginning: International marketing is not
the exception
The progression of becoming a global marketer
Degree of marketing involvement and commitment
Market studies required Or different experiences
Firm expectations
Source: www.bing.com/images
“These decisions should reflect considerable study and analysis of market potential and
company capabilities—a process not always followed”. Cateora (2013)
Source: www.bing.com/images
Stages of International marketing involvement
1. No Foreign Direct
Marketing
2. Infrequent Foreign
Marketing
More reactive = Lack of strategic thinking
Stages of International marketing involvement
3. Regular Foreign
Marketing
4. International Marketing
5. Global Marketing
as ancillary to the domestic
operation
as a crucial aspect of sales revenue generation but treats each market as
a separate entity.
One market
International marketing definition
It is the performance of business activities, including pricing, promotion, product, and
distribution decisions, across national borders.
To be in more than one nation for more
profit
International marketing task
Source: International marketing, 15th edition. Cateora et all (2013
Environmental adaptation needed Focused on culture Culture is uncontrollable Uncontrollable is difficult to measure and to
recognize its impact Impact could be positive or negative Positive or negative impact varies according to
cultural influences Cultural influences support the task of cultural
adjustments
Imageswww.bing.com (2010). Retrieved February 4th, 2016.
http://www.callcentrehelper.com/images/stories/2010/exceed-expectations-510.jpg
www.bing.com (2010). Retrieved February 8th, 2016. http://macanta.com.au/mcnta-wp/wp-content/uploads/2010/01/Capability-Skills.png
BookCateora, P. Gilly, M. Graham, J. (2013). International marketing. 15th edition.
McGraw Hill.