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Chapter 9: International Marketing - Coggle Diagram
Chapter 9: International Marketing
The Global Environment
Global Marketing: effectively respond to customers wants and needs
Derived from International Trade
Organizations strive to continously improve and compete
"Think globally, act locally"
Global Market Strategy:
One general strategy to be applied throughout the world
International Market Assessment
The Global Marketing Environment:
Type of economic system
Stage of economic development
The National Marketing Environment
National Market Enviromental Decisions
Market characteristics: technology, capital goods, stage of development etc.
Marketing Institutions: adverstising, media, distributions, etc.
Industry conditions:size and development
Legal environment: laws, regulations, taxes, tarrifs etc.
Resources, manpower
Social Environment: values, behavior patterns, ethnic groups
Financial, Political and Demographic Environment
Foreign exchange rates, current government, total population etc.
Country Risk Assessment
Political and socioeconomic categories = risk assosiated factors
Political stability
Economic content of country risk
Political, economic and financial risk
Product and contract-related risks
International expansion requires a lot of analysis and assessments.
Cross-Cultural Consumer Marketing
understand, evaluate, and
modify the international marketing mix
Consumer Behavior
Distinction of global and local strategies
Industrial Marketing
Also known as Business Marketing
Value chain and supply chain management
Role of telecommunications, technology and transportation are crucial
Marketing in Emerging Economies
Many cultural differences
Regions with potential rapid growth
Dramatic market environment conditions
Social structures differ from developed countries