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Chapter 1: The Scope and Challenge of International Marketing - Coggle…
Chapter 1: The Scope and Challenge of International Marketing
The Benefits of International Markets
GLOBAL COMMERCE CAUSES PEACE
Affects economy positively
International Marketing
is the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit.
marketing activities take place in more than one country.
The International Marketing Task
Two uncontrollable uncertainties.
Marketing Decision Factors
Controllable elements
Uncontrollable
foreign environment uncontrollables.
Domestic environment uncontrollables.
Major Obstacles
TheSelf-Reference Criterion
Ethnocentrism
Environmental Adaptation
Learn to control foreign uncontrollables.
Developing a Global Awareness
tolerance of cultural differences
knowledge of cultures, history, world market potential, and global economic, social, and political trends.
Stages of International Marketing Involvement
No Direct Foreign Marketing
Infrequent Foreign Marketing
Regular Foreign Marketing
International Marketing
Global Marketing