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NATURE OF INTERNATIONAL MARKETING (Challenges (Multinational Corporations…
NATURE OF INTERNATIONAL MARKETING
Multinational process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services and to create exchanges that satisfy individual and organizational objectives
Domestic Marketing Vs International Marketing
International Dimensions of Marketing
The Process of Internationalization
Multinational Corporations (MNCs)
Cons
Erosion of Nation's Sovereignty
Explotation
Pros
Power and Prestige
Social Responsability
Market Performance
Transnational Index (TNI)
Foreign Assets/Total Assets
Foreign Sales/Total Sales
Foreign Employment/Total Employment
Characteristics of MNCs
Definition by Size
Market value
Sales
Profits
Assets
Number of employees
Definition by Structure
Citizens of corporate owners and top managers
Number of Countries in which the firm does business
Definition by Performance
Commitment of corporate resources to foreign operations
Amount of reward form that commitment
Definition by Behavior
Polycentricity
Strong orientation to host country
Decentralization of decision making
Effective but not efficient
Geocentricity
Centralization + decentralization + coordination
Efficient and effective
World orientation
Ethnocentricity
Orientation toward home country
Centralization of decision making
Efficient but not effective
Process of International Marketing
Comparative Marketing
International Marketing Vs Global/Multinational Marketing
Domestic Marketing Vs. Foreign Marketing
Domestic Marketing Vs. International Marketing
Consumer Marketing Vs. B2B Marketing
Sales and Profit
Diversification
Survival and Growth
Inflation and Price Moderation
Employment
Understanding of Marketing Process
Standards Living
Born Global
Mission of being global form birth
Resources committed to international activities
Stages of Internationalization
Sporadic exporting
Frequent exporting
Domestic business
Overseas manufacturing
