Documente Academic
Documente Profesional
Documente Cultură
INTERNATIONAL
MARKETING
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Challenges
Economic
Legal-political
Socio-cultural
Multinational Corporations
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A Borderless World
3
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Domestic stage:
market potential is limited to the home country
production and marketing facilities located at home
International stage:
exports increase
company usually adopts a multi-domestic approach
Multinational stage:
marketing and production facilities located in many countries
more than 1/3 of its sales outside the home country
Global (or stateless) stage:
making sales and acquiring resources in whatever country
offers the best opportunities and lowest cost
ownership, control, and top management tend to be dispersed
International Marketing MBA-907
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4 Stages of Globalization
1. Domestic
2. International
3. Multinational
4. Global
Strategic Orientation
Domestically
Oriented
Export- Oriented
multi-domestic
Multinational
Global
Stage of Development
Initial foreign
involvement
Competitive
positioning
Explosion of
international
operations
Global
Cultural Sensitivity
Of little
importance
Very important
Somewhat
important
Critically
important
Many good
ways
The least-cost
way
Many good
ways
Number is increasing
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The International
Business Environment
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Economic
Economic
developm
ent
Infrastruc
ture
Resource
and
product
markets
Per capita
Income
Exchange
rates
Economic
conditions
Legal-Political
Political risk
Government
takeovers
Organizatio
n
Tariffs, quotas,
taxes
Terrorism,
political
Sociocultural
Socio values, beliefs instability
Language
Laws,
Religion (objects, taboos,
regulations
holidays)
Kinship patterns
Formal education, literary
Time orientation
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Economic Development
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Infrastructure
10
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Exchange Rates
12
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Loss of assets
Loss of earning power
Loss of managerial control
Government takeovers
Acts of violence
International Marketing MBA-907
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Political Instability
14
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Sociocultural Environment
16
Intangible
Pervasive
Difficult for outsider to learn
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