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The Scope and Challenge of International Marketing

The Scope and Challenge of International Marketing. Chapter 1. What are the trends?. Late 1990’s Early 2000’s Since then. Internationalization of America. Foreign Ownership of Businesses Chrysler Foreign Investment: $25.2 trillion (2013) Exportation of Products Why go international?.

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The Scope and Challenge of International Marketing

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  1. The Scope and Challenge of International Marketing Chapter 1

  2. What are the trends? • Late 1990’s • Early 2000’s • Since then

  3. Internationalization of America • Foreign Ownership of Businesses • Chrysler • Foreign Investment: $25.2 trillion (2013) • Exportation of Products • Why go international?

  4. International v. Domestic Marketing • International • Domestic

  5. The International Marketing Task • Controllable Factors • Product • Price • Place • Promotion • Domestic Uncontrollables • Political/Legal • Economic • Competition

  6. The International Marketing Task • Foreign Environment Uncontrollables • Political/Legal • Economic • Competitive • Level of technology • Structure of distribution • Geography and infrastructure • Cultural forces

  7. International Marketing Issues • Self-Reference Criterion • Ethnocentrism • Examples • Cross-cultural Analysis

  8. Global Awareness • Tolerance for other cultures • Knowledge of other cultures

  9. International Marketing Involvement • No Direct Foreign Marketing • Infrequent Foreign Marketing • Regular Foreign Marketing • International Marketing • Global Marketing

  10. Strategic Orientation • Domestic Market Extension Orientation • Primarily domestic • Multidomestic Market Orientation • Fine-tune product/strategy to market • Global Market Orientation • Look at entire world as market • Use the same product, different forms of advertising

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