The changing face of U. The scope of the international marketing task 3. The increasing importance of global awareness 4. The progression of becoming a global marketer 5.
It refers to domestic marketing within the foreign country. In such a study, both similarities and dis-similarities are identified. It involves an analytical comparison of marketing methods practiced in different countries. It is concerned with the micro aspects of a market and takes the company as a unit of analysis.
The purpose is to find out as to why and how a product succeeds or fails in a foreign country and how marketing efforts influence the results of international marketing.
International Trade is concerned with flow of goods and services between the countries.
The purpose is to study how monetary and commercial conditions influence balance of payments and resource transfer of countries involved. It provides a macro view of the market, national and international.
Global Marketing consider the world as a whole as the theatre of operation. The purpose of global marketing is to learn to recognize the extent to which marketing plans and programmes can be extended world wide and the extent to which they must be adopted.
It is a universal discipline. However, markets and customers are different and hence the practice of marketing should be fine tuned and adjusted to the local conditions of a given country. The marketing man must understand that each person is different and so also each country which means that both experience and techniques obtained and successful in one country or countries.
Every country has a different set of customers and even within a country there are different sub-sets of customers, distribution channels and media are different. If that is so, for each country there must be a unique marketing plan. It is important in international marketing to recognize the extent to which marketing plans and programmes can be extended to the world and the extent to which marketing plans must be adapted.
Theodore Levitt thought that the global village or the world as a whole was a homogeneous entity from the marketing point of view. He advocated organisation to develop standardized high quality word products and market them around the world using standardized advertising, pricing and distribution.
The companies who followed Prof. The success of Coca Cola was not based on total standardization of marketing mix. According to Kenichi Ohmae, Coke succeeded in Japan because the company spent a huge amount of time and money in Japan to become an insider.
Coca Cola build a complete local infrastructure with its sales force and vending machine operations. Think global and act local is the meaning of Glocalisation and to be successful in international marketing, companies must have the ability to think global and act local.
International marketing requires managers to behave both globally and locally simultaneously by responding to similarities and dissimilarities in international markets.
Glocalisation can be a source of competitive advantage.
Apart from the flagship brand Coca Cola, the company produces other non- alcoholic beverages to suit local beverages. There are other companies who have created strong international brands through international marketing.
For instance, Philip Morris has made Marlboro the number one cigarette brand in the world. In automobiles, Daimler Chrysler gained global recognition for its Mercedes brand like his competitor Bayerische. International Marketing constitutes the following areas of business: International trade can be a good beginning to venture into international marketing.
By developing international markets for domestically produced goods and services a company can reduce the risk of operating internationally, gain adequate experience and then go on to set up manufacturing and marketing facilities abroad.
Patent licensing, turn key operations, co — production, technical and managerial know — how and licensing agreements are all a part of international marketing.
Licensing includes a number of contractual agreements whereby intangible assets such as patents, trade secrets, know — how, trade marks and brand names are made available to foreign firms in return for a fee. A form of collaborative association for a considerable period is known as joint venture.There are many reasons to adopt International marketing.
One of them is off course, profit. The major forces from the international considered a challenge while operating in international environment is known as the Self-Reference Criterion as well as ethnocentrism. The Self-Reference Criterion happens when unconsciously you take.
• Key obstacles to successful international marketing are self-reference criterion (SRC) and Ethnocentrism Summary (1 of 2) • It is imperative for firms to pay attention to the global environment in the wake of intense globalization of markets and competition.
customs. Jan 10, · Course outline Intercultural communication COURSE TITLE: Intercultural Communication The effective ways in overcoming major obstacles in intercultural communication. that lead them to manage conflict with another person by avoiding, obliging, or compromising.
Because of concerns for self-face and autonomy, people from. We think you have liked this presentation. If you wish to download it, please recommend it to your friends in any social system.
Share buttons are a little bit lower. The Self Reference Criterion And Ethnocentrism Major Obstacles description on the subjects: self - reference criterion and importance of foreign sub cultural groups.
This piece of work discusses the positive and negative effect of the issues on marketing plan. Self-Reference Criterion (SRC) and Ethnocentrism:Major Obstacles. The impact of SRC ☆ prevent you from being aware that there are cultural differences；.