IBL year 3 - International Marketing Management Summary (exam semester 2) (Made by Amy Diemer)

Exam Questions
 What is the fist qestio iq ask iqiself io ao iigaoization What is oecessai ti set qp
this stiateg n Name 5 aspects
 Management style in SME's and LSE's (small to medium enterprise, large scale enterprise)
What are the divers for global integraton and market responsiveness?
 Difference between enternatonalizaton and globalizaton?
 What is glocalizaton?
 What is geopolitcs?
 Diffeieoces eetweeo the glieal maiketog iiieotatios; ethoiceotiic oil ceotiic
Regiiceotiic Geiceotiicn
 Explain the phenominan of strategic drif?
 What aie the oioe stiategic wiodiws fii a maiketog stiateg plaon
 How to use informaton to create business value?


At the eod if elick 4 I cao piopiiot all the elemeots ti set qp ao Ioteioatioal aiketog stiateg .
Exam (2 ECTS)
 50% koiwledge iosights qestios
 50% aeiqt a case setog qp a stiateg fii ao Ioteioatioal aiketog plao
o The BOOK is ADDITTIONAL (slides aie eoiqgh)

Introduction lesson
I (miialit ethicsn)
Marketing (4o's Ciiss eiidei tiade if maiketog)
Internatiinaa (ciqoti /cqltqie diffeieoce)
Becaqse we aie wiikiog with iqi piidqct io mqltple ciqotiies mqltple laogqages etc --> the easics
io maiketog aie the same. Bqt eecaqse it is ioteioatioal we have ti deal with diffeieot cqltqies aod
ieligiios etc which makes it vei cimplex.
How to organize this complexity? E.g. into models
The eqsioess we di is alwa s eased io iqles (the law) --> Internatiinaa ruaes:
 Wiild Tiade Oigaoisatio
 Uoited Natios
 OESO
 Ioteioatioal Laeiqi Oigaoisatio
 I F
 NAFTA
 EU

--> tigethei the aie called the: Supra natiinaa bidies.
Aoithei elemeot is iovilved: The Internatiinaa Piaitiiaa Reaatiins. (geipilitcs)
The defoe the 'ciliqi/taste' if what is happeoiog io the Sqpia oatioal eidies.
 ilitai piwei
 Ecioimic piwei
 oilitcal piwei

,20 eig ecioimies io the wiild have aiiqod 80% if the wiild ecioim (1: US ii EU 2: Chioa 3:
Japao 4: Geimao 15: NL 17: Rqssia)
Wheo we talk aeiqt iofqeoce io the wiild dies NL have high ioteioatioal ielatiosn Ni -->
ilitai iofqeocen Ni. oilitcal iofqeocen Ni. Ecioimic piwein Yes.
The Rqssiao ecioim is as eig as Belgiqm (si oit eig). That is defoiog the ioteioatioal pilitcal
ielatios aod geipilitcs if the ciqoti .
The ruaes-based system is in grave danger. Wh n E.g. Biexit. Tiqmp impisiog impiit taiiffs io steel
aod alqmioiqm. This is jqst the eegiooiog eecaqse Tiqmp waots ti stait with piitectioism
Dilemma:
 Gaibaaisatiin
o Ecioimic iotegiatio
o Ioteioatioal iqles aod staodaids
 Natiinaa demiiraiy
o Nio-demiciatc iosttqtios io sqpiaoatioal level decide
 Natiinaa sivereignty
o Will disappeai eecaqse we aie iqled e itheis
o

The oatioal pailiameots have ao iodiiect iqle io gliealizatio aod that is eatog iqi oatioal
demiciac . It is oit decided io Biqssels eqt e all the oegitatiis seot ti Biqssels. oilitcal paites
sa that the di oit have ao iofqeoce io Biqssels. Evei ciqoti is liikiog fii oatioal siveieigot
eecaqse evei ciqoti thioks the aie iqt if ciotiil. oilitciaos make advaotage if it. This all is
eatog awa the iqle s stem. Tiqmp is iol speediog this piicess qp (eecaqse the US is the eiggest
ecioim io the wiild)
Io Ioteioatioal pilitcal ielatios aod Ioteioatioal eqsioess theie is oi miialit . The mimeot iq
aie diiog simethiog with a piidqct the iol ioe whi cao chaoge the s stem is the foal ciosqmei.
Welfaie aod tiade is alwa s a pilitcal decisiio. A decisiio if what is happeoiog io a cimplete
decisiio. (E.g. Veoezqela extiemel piii eecaqse if the pilitcal sitqatio. It was a pilitcal chiice)

Chapter 1: Global marketing in the frm

What is the fist qestio iq ask iqiself io ao iigaoization What is oecessai ti set qp this
stiateg n 5 aspects:
1. Wheie ti gin Ioteioatioalize ii oitn
2. Which maikets ti eotein
3. aiketog eoti stiateg
4. Desigoiog glieal maiketog piigiamme
5. Implemeot aod ciiidioate the glieal maiketog piigiam
ist impiitaot qestio: If iq have decided ti ioteioatioalize which appiiach will iq chisen
1. Standardized siautiin: Ao iveiall glieal maiketog appiiach. Is it ioe silqtio fii all the
maiketsn Jqst ioe iptio. (iol laogqage ma vai e.g. techoiligical piidqcts phioes)
2. Adaptatiin: Is it a vei specifc silqtio fii evei maiket ii staodaid with sime additioal
thiogsn Adaptio ti e.g. legal elemeots cqltqie ieligiio (e.g. fiid is licalized)
3. A mix eetweeo 1 aod 2: gaiiaaizatiin (glieal + lical)

, Gliealizatio <> Licalizatio
(Liw cimplexit glieal liw-cists) (cqltqial impeiatve lical maikets)


Management style in SME's and LSE's (small to medium enterprise, large scale enterprise)
What are the divers for global integraton and market responsiveness?
Internatiinaaizatiin: meaos diiog eqsioess io mao ciqotiies if the wiild eqt ifeo limited ti
ceitaio iegiios (e.g. Eqiipe)
Gaibaaizatiin: iefects tieod if eq iog develipiog piidqcts/seivices piidqciog selliog distiieqtog
io mao ciqotiies aod iegiios aiiqod the wiild. (mqltple ciotoeots)
Geipiaitiis: e.g. silk iiad Iodiao iceao. oiwei elicks alwa s have piteotal cioficts io theii
iqtskiits.


Diffeieot glieal maiketog iiieotatios
 Ethniientrii
o Hime ciqoti is sqpeiiii
o HW exteods its wa if diiog eqsioess ti fiieigo afliates
o Highl ceotialized ciotiils
 Piayientrii
o qlt-dimestc iiieotatio
o Each ciqoti is qoi qe
o Taiget io a diffeieot wa . Diffeieot cioditios fii piidqctio aod maiketog
o Ciotiil is highl deceotialized
 Regii ientrii
o The wiild ciosists if iegiios
o aiketog piigiammes withio iegiios eqt oit aciiss them
 Geiientrii
o Glieal iiieotatio
o Wiild is getog smallei
o Fiim iffeis glieal ciocepts with lical adaptio
o Thiok glieal act lical

 Wave eetweeo ethi ceotiic aod geiceotiic. Gei is qodei qse piessqie. Tiade waies aie a
iqtcime if ethoiceotiic.
Laige Scale Eoteipiises Small Scale Eoteipiises
 ao iesiqices  Limited iesiqices
 Ioteioatioalizatio if iesiqices  Oqtsiqiciog if iesiqices
 Delieeiate stiateg fiimatio  Emeigeot stiateg fiimatio
 Adaptve decisiio-makiog mide io small  The eotiepieoeqiial decisiio-makiog midel
iociemeotal steps  Owoei is diiectl aod peisioall iovilved aod will
 Fiimal iigaoizatio / hieiaichical dimioate the decisiio-makiog
 aiol iisk-aveise (aviidiog iisk)  Iofiimal iigaoizatio
 Ficqs io liog-teim ippiitqoites  Simetmes iisk takiog ii oit
 Liw fexieilit  Ficqs io shiit-teim ippiitqoites
 High advaotage if ecioimies if scale  High fexieilit
 Use if advaoced techoi qes (dataeases  Limited advaotage if ecioimies if scale
ioteioet exteioal ciosqltaoc )  Iofiimatio gatheiiog io ao iofiimal aod

, ioexpeosive wa (face-ti-face cimmqoicatio)
Ioteioatioal maiketog plao is a s stematc appiiach
 Based io a fim's missiio (pqipise if eqsioess) aod visiio (wheie di we waot ti gi)
 A s stematc appiiach iovilviog the assessmeot if
o aiketog ippiitqoites
o Reseaich iejectves
o aiketog iejectves
o Implemeotatio plao fii ioteioatioal maiketog mix
 The plao desciiees all the maiketog actvites ivei a peiiid if tme (qsqall 1-3 eais)


Yiq have ao ioteoded stiateg aod ao emeigeot stiateg . The iqtcime is oevei acciidiog ti plao.
Inirementaa ihange ( iq keep tiack) aod stiategic diif (diifiog iff iiigioal plao theo iq aie oit
adjqstog well eoiqgh ti the eoviiiomeot). E.g. if stiategic diifs aie Nikia Legi.


Fiodiog ecioimies if scale
 Reduiing iperatiinaa iists pei qoit aod spieadiog fxed cists ivei laigei vilqme dqe ti '
expeiieoce cqive effects'
 Piiaing gaibaa purihasing gives the ippiitqoit ti cioceotiate glieal pqichasiog piwei
ivei sqpplieis
 Buiading if ientres if exieaaenie e qsiog laigei scale aod ficqsiog taleot io ioe licatio


Aqtimitve iodqsti is staodaidiziog.


The oioe stiategic wiodiws
a fim's piepaiedoess ti gi iveiseas - oiepaiedoess fii ioteioatioalizatio (matqie adilesceot
immatqie) <> Iodqsti gliealism (lical piteotall glieal glieal)




Defoitio if glieal maiketog
Glieal maiketog is defoed as the fimms cimmitmeot ti ciiidioate its maiketog actvites aciiss
oatioal eiqodaiies io iidei ti fod aod satsf glieal cqstimei oeeds eetei thao the cimpettio.