International Marketing II (MES2)
,Table of Contents
Chapter 1: The scope and challenge of international marketing..............................................4
International trade.............................................................................................................................4
Environmental adaptions...................................................................................................................6
Orientations to international marketing management.......................................................................7
Globalization of markets....................................................................................................................7
Chapter 6: Researching international markets.........................................................................8
Marketing research process and the international dimension............................................................8
Chapter 10: International market entry strategies.................................................................11
Phases of international marketing involvement...............................................................................11
Market entry objectives...................................................................................................................11
Market opportunity assessment......................................................................................................11
Market entry strategies....................................................................................................................12
Choosing a strategy..........................................................................................................................13
Chapter 11: International segmentation and positioning.......................................................14
International market segmentation.................................................................................................14
Market targeting..............................................................................................................................15
Market positioning...........................................................................................................................16
International positioning..................................................................................................................16
Chapter 13: Exporting and logistics........................................................................................17
Regulations and restrictions of exporting and importing..................................................................17
Customs-privileged facilities.............................................................................................................18
Export documents............................................................................................................................19
Terms of sale....................................................................................................................................20
Chapter 17: International distribution and retailing...............................................................22
Distribution structures channel........................................................................................................22
The Internet.....................................................................................................................................23
Patterns of distribution....................................................................................................................24
Domestic middlemen.......................................................................................................................25
Foreign-country middlemen.............................................................................................................26
Overview: Characteristics of domestic middlemen serving overseas markets..................................................27
Overview: Characteristics of foreign-country middlemen..................................................................................28
, Selecting a distribution channel and channel members....................................................................29
Chapter 15: Product decisions for international marketing....................................................30
Global vs. differentiated products....................................................................................................30
Innovative products and adaption....................................................................................................31
Screening products for adaption: methods.......................................................................................32
Chapter 18: Pricing for international markets........................................................................33
International pricing.........................................................................................................................34
Chapter 12: International branding strategies.......................................................................36
Brand portfolio strategy...................................................................................................................39
Corporate branding..........................................................................................................................40
Chapter 14: Ethics & social responsibility in international marketing.....................................41
Chapter 19: International promotion & advertising...............................................................44
International advertising..................................................................................................................44
Media planning and analysis............................................................................................................45
Appendix A – Definitions.......................................................................................................47
Appendix B – Marketing plan and country notebook.............................................................53
, Chapter 1: The scope and challenge of international
marketing
International trade
Factors that led to the growth of international trade:
- Independence of world economies – changes in economic conditions (growth or recession) have
global effects
- Globalization of production and consumption
- Growth of regional free-trade areas – where products can move freely, without tariffs and
restrictions.
- EU – 28 member states
- NAFTA – 3 member states (US, Mexico, Canada)
- ASEAN – 10 member states, Southeast Asian countries.
- APEC – 21 member states, Asian Pacific cooperation
- More purchasing power throughout the world
- Evolution of large emerging markets – e.g. Brazil, Russia, India, China (BRIC) now BRICS (South-
Africa)
- Availability of advanced methods of communication and transportation
International trade gets affected by the economic changes of the world
Economic change – Change in economic conditions, such as growth or recession.
International marketing – The performance of business activities that direct the flow of a company’s
goods to consumers in more than one nation for a profit.
The international marketing task
,Table of Contents
Chapter 1: The scope and challenge of international marketing..............................................4
International trade.............................................................................................................................4
Environmental adaptions...................................................................................................................6
Orientations to international marketing management.......................................................................7
Globalization of markets....................................................................................................................7
Chapter 6: Researching international markets.........................................................................8
Marketing research process and the international dimension............................................................8
Chapter 10: International market entry strategies.................................................................11
Phases of international marketing involvement...............................................................................11
Market entry objectives...................................................................................................................11
Market opportunity assessment......................................................................................................11
Market entry strategies....................................................................................................................12
Choosing a strategy..........................................................................................................................13
Chapter 11: International segmentation and positioning.......................................................14
International market segmentation.................................................................................................14
Market targeting..............................................................................................................................15
Market positioning...........................................................................................................................16
International positioning..................................................................................................................16
Chapter 13: Exporting and logistics........................................................................................17
Regulations and restrictions of exporting and importing..................................................................17
Customs-privileged facilities.............................................................................................................18
Export documents............................................................................................................................19
Terms of sale....................................................................................................................................20
Chapter 17: International distribution and retailing...............................................................22
Distribution structures channel........................................................................................................22
The Internet.....................................................................................................................................23
Patterns of distribution....................................................................................................................24
Domestic middlemen.......................................................................................................................25
Foreign-country middlemen.............................................................................................................26
Overview: Characteristics of domestic middlemen serving overseas markets..................................................27
Overview: Characteristics of foreign-country middlemen..................................................................................28
, Selecting a distribution channel and channel members....................................................................29
Chapter 15: Product decisions for international marketing....................................................30
Global vs. differentiated products....................................................................................................30
Innovative products and adaption....................................................................................................31
Screening products for adaption: methods.......................................................................................32
Chapter 18: Pricing for international markets........................................................................33
International pricing.........................................................................................................................34
Chapter 12: International branding strategies.......................................................................36
Brand portfolio strategy...................................................................................................................39
Corporate branding..........................................................................................................................40
Chapter 14: Ethics & social responsibility in international marketing.....................................41
Chapter 19: International promotion & advertising...............................................................44
International advertising..................................................................................................................44
Media planning and analysis............................................................................................................45
Appendix A – Definitions.......................................................................................................47
Appendix B – Marketing plan and country notebook.............................................................53
, Chapter 1: The scope and challenge of international
marketing
International trade
Factors that led to the growth of international trade:
- Independence of world economies – changes in economic conditions (growth or recession) have
global effects
- Globalization of production and consumption
- Growth of regional free-trade areas – where products can move freely, without tariffs and
restrictions.
- EU – 28 member states
- NAFTA – 3 member states (US, Mexico, Canada)
- ASEAN – 10 member states, Southeast Asian countries.
- APEC – 21 member states, Asian Pacific cooperation
- More purchasing power throughout the world
- Evolution of large emerging markets – e.g. Brazil, Russia, India, China (BRIC) now BRICS (South-
Africa)
- Availability of advanced methods of communication and transportation
International trade gets affected by the economic changes of the world
Economic change – Change in economic conditions, such as growth or recession.
International marketing – The performance of business activities that direct the flow of a company’s
goods to consumers in more than one nation for a profit.
The international marketing task
