International Marketing
Chapter 1 An introduction to international marketing
Making one or more marketing mix decisions across national boundaries:
Level of involvement of company:
- Domestic marketing -> Marketing within 1 political/ geographic country boundaries
- Export marketing -> Marketing goods across national/political boundaries
- International marketing -> 1 country in which goods/services will be sold
- Global marketing -> organization operates all around the globe
Environmental influence on international marketing (SLEPT)
Social/cultural -> language (brand name), religion, aesthetics and values.
Legal -> local domestic laws, international laws and home domestic laws.
* Economic -> developed, emerging and less developed. Currency movement.
Political -> operational restrictions, discriminatory restrictions, physical actions.
Technological -> satellite, communications, Internet and the electronic superhighway.
* Developed economics -> North America Free Trade Area, EU, Japan
Emerging economics -> Brazil, Russia, India, China (BRIC countries, quick development)
Less developed economics -> (underdeveloped)
Model van duurzaamheid (sustainable) in international marketing
people, planet, profit!
env:milieu
social: social
economic: economie
liveable: leefbaar
viable: levensvatbaar
quitable: billijk/onpartijdig
International market planning process:
1. Where is the company now?
2. Where does it want to go?
3. How might it get there?
Chapter 1 An introduction to international marketing
Making one or more marketing mix decisions across national boundaries:
Level of involvement of company:
- Domestic marketing -> Marketing within 1 political/ geographic country boundaries
- Export marketing -> Marketing goods across national/political boundaries
- International marketing -> 1 country in which goods/services will be sold
- Global marketing -> organization operates all around the globe
Environmental influence on international marketing (SLEPT)
Social/cultural -> language (brand name), religion, aesthetics and values.
Legal -> local domestic laws, international laws and home domestic laws.
* Economic -> developed, emerging and less developed. Currency movement.
Political -> operational restrictions, discriminatory restrictions, physical actions.
Technological -> satellite, communications, Internet and the electronic superhighway.
* Developed economics -> North America Free Trade Area, EU, Japan
Emerging economics -> Brazil, Russia, India, China (BRIC countries, quick development)
Less developed economics -> (underdeveloped)
Model van duurzaamheid (sustainable) in international marketing
people, planet, profit!
env:milieu
social: social
economic: economie
liveable: leefbaar
viable: levensvatbaar
quitable: billijk/onpartijdig
International market planning process:
1. Where is the company now?
2. Where does it want to go?
3. How might it get there?
