Transcript Note: This seminar will be recorded by the instructor.

MT330 International Marketing
Unit One
Welcome!
Course Overview
The Scope and Challenge of
International Marketing
Note: This seminar will be recorded
by the instructor.
Ebook
• This class has an e-text. Reading
your e-text is important in order to
complete all assignments
Welcome
• Dr Bob Goldwasser
[email protected]
• MBA in Technology Management
• DBA in Marketing
• International Marketing Consultant with over 15
years experience working overseas
1-3
Let’s Review: Course Element Overview
Six Grading Elements- See your Syllabus for
grading allocation
►Discussions-
Units 1- 9
►Assignments- Units 1, 2, 3, 4, 5, 6, 7, 8 and 10
►Final Project - Unit 10
►Journal- Units 4 and 9
►Graded Seminars 1-9
.
GRADING CRITERIA/COURSE EVALUATION
Assessments
Number
Points each
Total Points
Discussions
9
30
270
Assignments
8
40
320
Journals
2
50
100
Seminars
9
15
135
Final Project
1
125
125
Unit 10 Final
Assignment
1
50
50
Total Points
1000
Let’s Review: Discussions
• Make sure to follow discussion requirements in syllabus
– Primary post by Saturday, a minimum of two posts to
others
– Post on three days
– Minimum of 100 words
• Opportunity to clarify concepts covered in unit
• Read the discussions directions first! Hit the directions
logo.
• Exchange ideas and ask questions to others
Discussion Parameters
Quality (40%) of your post will be measured on:
•
All assigned discussion questions were answered completely
•
Posts were on topic and unique in content
•
All posts demonstrated analysis of the topic
Participation Guidelines (30%) will be measured on:
•
Initial post no later than Saturday, midnight EST
•
Posts made to each discussion question on at least 3 different days
•
The original post to be no less than 100 words
•
Clarity and Organization of Writing (20%) of your post:
•
Posts were organized and logical
•
No spelling or grammatical errors
•
References were used and cited properly
Professional & Netiquette (10%) in your post will be measured on:
•
Respect and consideration toward peers/instructors
•
Appropriate language
•
Professional use of abbreviations and acronyms
Let’s Review: Working with the assignments
• Review the rubric in the syllabus for guidelines
• Proof your work– grammar and spelling matter.
• Use APA as appropriate when citing sources- NO cutting
and pasting from sources
• Apply the concepts and language of the course
• Answer all the questions thoroughly
• If something is confusing, check with your professor
Let’s Review: Final Project
• In your final project you will look at a case study involving
Super Sonic Smoothie. Your paper will be a four to six page
paper using APA format (not including the Title and
Reference pages)..
• The research projects will require research, application, and
creativity as well as analysis
• You will read the case and do some research that will help
you answer the questions below. In addition to some
information in the text’s chapters on culture, there are quite a
few places on the internet and in the Kaplan Online Library
that will help you.
• Your Final Project is worth 125 points and due at the end of
Unit 9.
Let’s Review: Seminars
You must be an active participant- What does this mean?
• Rewarding part of the online experience.
• Opportunity to ask questions
• Opportunity to interact with classmates
 You must attend or you will be required to do
the alternate assignment…a 2-3 page paper in
order to receive any of the 15 points.
SEMINAR:
• For those of you who are unable to attend
the live class, the seminars are recorded
and will be made available for you to review
at a later time. If you listen to them and send
me the secret code mentioned, you will
receive credit. These archived seminars will
remain available for the entire term.
Let’s Review: Deadlines
•
All units close midnight EST on Tuesdays
•
Discussion threads will be closed at that time and cannot be handed
in late
•
All unit projects are also due at that time
Without Extenuating Circumstances:
•
Up to one week (1-7 calendar days) late 20% deduction in points
•
After one week (8-14 calendar days) late 30% deduction in points
•
No work will be accepted more than two (2) weeks after the due
date.
Any questions on the syllabus?
What Should You Learn?
• The changing face of U.S. business
• The scope of the international marketing task
• The importance of the self-reference criterion
(SRC) in international marketing
• The progression of becoming a global marketer
• The increasing importance of global awareness
1-14
Global Perspective:
Global Commerce Causes Peace
• Global commerce during peace time
– Commercial aircraft and space vehicle industries
– Mobile phone industry
– Individuals and small companies
• International markets are ultimately
unpredictable
– Flexibility means survival
1-15
Events and Trends
Affecting Global Business
•
The rapid growth of the World Trade Organization
and regional free trade areas
•
The trend toward the acceptance of the free
market system among developing countries in
Latin America, Asia, and Eastern Europe
•
The burgeoning impact of the Internet, mobile
phones, and other global media on the dissolution
of national borders
•
The mandate to properly manage the resources
and global environment for the generations to
come
1-16
The Internationalization
of U.S. Business
• Increasing globalization of markets
• Increasing number of U.S. companies are
foreign controlled
– $16.3 trillion in foreign investment in the U.S. – $2.6
trillion more than American overseas investment
• Increasing number of foreign companies building
and buying manufacturing plants in the U.S.
• Increasing difficulty for domestic markets to
sustain customary rates of growth
1-17
Foreign Acquisitions
of U.S. Companies
Exhibit 1.1
1-18
Selected U.S. Companies
and Their International Sales
Exhibit 1.2
1-19
International Marketing
• 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
1-20
Environmental Adaptation
• Ability to effectively interpret the influence and
impact of the culture in which you hope to do
business
– Cultural adjustments
• Establish a frame of reference
• Avoid measuring and assessing markets against
the fixed values and assumptions of your own
culture
1-21
Developing a Global Awareness
• Tolerance of cultural differences:
– Understanding cultural differences and accepting and
working with others whose behavior may be different
from yours
• Knowledge of cultures, history, world market
potential, and global economic, social, and
political trends
1-22
Approaches to Global Awareness
• Select individual managers specifically for their
demonstrated global awareness
• Develop personal relationships in other
countries
• Have a culturally diverse senior executive staff
or board of directors
1-23
Stages of International
Marketing Involvement
• No direct foreign marketing
• Infrequent foreign marketing
• Regular foreign marketing
• International marketing
• Global marketing
1-24
No Direct Foreign Marketing
• Products reach foreign markets indirectly
–
–
–
–
–
Trading companies
Foreign customers who contact firm
Wholesalers
Distributors
Web sites
• Foreign orders pique a company’s interest to
seek additional international sales
1-25
Infrequent Foreign Marketing
• Caused by temporary surpluses
– Variations in production levels
– Increases in demand
• Firm has little or no intention of maintaining
continuous market representation
– Foreign sales decline when demand or surplus
decreases
– May withdraw from international markets
• Little or no change in company organization or
product lines
1-26
Regular Foreign Marketing
• Firm has production capacity devoted to foreign
markets
• Firm employs domestic or foreign intermediaries
– Uses its own sales force
– Sales subsidiaries in important markets
• Products allocated or adapted to foreign markets
as demand grows
• Firm depends on profits from foreign markets
1-27
Global Marketing
• Company treats world, including home market
as one market
• Market segmentation decisions no longer
focused on national borders
– Defined by income levels, usage patterns, or other
factors
• More than half of revenues come from abroad
• Organization takes on global perspective
1-28
Strategic Orientation
• Domestic market extension orientation
• Multidomestic market orientation
• Global market orientation
1-29
Domestic Market Orientation
• International operations viewed as secondary
• Prime motive is to market excess domestic
production
• Firm’s orientation remains basically domestic
• Minimal efforts are made to adapt product or
marketing mix to foreign markets
• Firms with this approach are classified as
ethnocentric
1-30
Multidomestic Market Orientation
• Companies have a strong sense that foreign
country markets are vastly different
• Market success requires an almost independent
program for each country
– Separate marketing strategies
– Subsidiaries operate independently of one another in
establishing marketing objectives and plans
– Products are adapted for each market
• Control is decentralized
1-31
Global Market Orientation
• Company guided by global marketing orientation
– Marketing activity is global
– Market coverage is the world
• Firm develops a standardized marketing mix
applicable across national boundaries
– Markets are still segmented
– Each country or region is considered side by side with
a variety of other segmentation variables
– Fits the regiocentric or geocentric classifications
1-32
The Orientation
of International Marketing
• An environmental/cultural approach to
international strategic marketing
• Intended to demonstrate the unique problems of
international marketing
• Discussion of international marketing ranges
from the marketing and business practices of
small exporters to the practices of global
companies
1-33
Summary
• The internationalization of American business is
proceeding with increasing pace
• The globalization of markets and competition
necessitates all managers to pay attention to the
global environment
• International marketing is defined as the
performance of business activities across
national borders
1-34
Summary
• Environmental differences must be taken into
account if firms are to market products and
services at a profit in other countries
– Laws
– Customs
– Cultures
• Self-reference criteria and ethnocentrism limit
international marketer’s abilities to understand
and adapt to differences prevalent in foreign
markets
1-35
Any Questions?
Thank you for attending!
See you next week!