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The performance of the business activities that direct the flow of a company’s goods and services
to consumers or users in more than one nation for a profit is International Business
International Marketing refers to marketing activities carried out by such companies overseas or
across national borderlines.
International Marketing is the application of marketing principles across national boundaries.
Global marketing refers to marketing activities integrated across multiple country markets
More complicated, at least two levels of uncontrollable uncertainty instead of one.
Uncertainty is created by the uncontrollable elements of all business environments, but each
foreign country in which a company operates adds its own unique set of uncontrollable.
Marketer cannot control or influence these uncontrollable elements, but instead must adjust or
adapt to them in a manner consistent with a successful outcome.
1. The controllable elements of marketing decisions (product, price, promotion and distribution)
• Domestic uncontrollable: This includes home-country elements that can have a direct effect on
the success of a foreign venture: political forces, legal structure, and economic climate.
Thus a strategy successful in one country can be rendered ineffective in another by differences in political
climate, stage of economic development, level of technology, or other cultural variation.
The key to successful international marketing is all about adaptation to the environmental
differences between markets.
SRC and Ethnocentrism: Major Obstacles
Self – Reference Criterion - An unconscious reference to one’s own cultural values, experiences, and
knowledge as a basis for decisions.
SRC impedes the ability to assess a foreign market in its true light.
3. Regular Foreign Marketing: foreign or domestic overseas intermediaries, own sales force
or sales subsidiaries.
Social Environment
The social environment includes all factors and trends related to groups of people, including their
number, characteristics, behavior, and growth projections.
Cultural Environment
The cultural environment refers to factors and trends related to how people live and behave.
Economic Environment
The economic environment includes factors and trends related to income levels and the
production of goods and services.
Economic trends in different parts of the world can affect marketing activities in other parts of
the world.
GDP
Political and Legal Environment
The political/legal environment encompasses factors and trends related to governmental
activities and specific laws and regulations that affect marketing practice.
Political Trends
International political events greatly affect marketing activities.
A second important political trend is movement toward free trade and away from protectionism.
Legislation
Legal Framework
Technological environment
The technological environment includes factors and trends related to innovations that affect the
development of new products or the marketing process.
Competitive Environment
The competitive environment consists of all the organizations that attempt to serve similar
customers.
Brand Competitors
The most direct competition, offering the same types of products as competing firms. For example, Nike
is a brand competitor of Reebok as both companies manufacture shoes.
Product Competitors
Offer different types of products to satisfy the same general need. Domino’s Pizza, McDonald’s, and
Kentucky Fried Chicken are product competitors.
Institutional Environment
The institutional environment consists of all the organizations involved in marketing products
and services.
The whole of SC
Capitalism
An economic and political system in which a country's trade and industry are controlled by private
owners for profit, rather than by the state.
Socialism
A political and economic theory of social organization which advocates that the means of
production, distribution, and exchange should be owned or regulated by the community as a
whole.
Market Capitalism
Individuals and firms allocate resources
Production resources are privately owned
Driven by consumers
Government should promote competition among firms and ensure consumer protection
Centrally planned Socialism
Opposite of market capitalism
State holds broad powers to serve the public interest; decides what goods and services are
produced and in what quantities
Consumers can spend on what is available
Government owns entire industries
Examples:
Sweden
Japan
Market Socialism
Economic system in which market allocation policies are permitted within an overall environment
of state ownership