0. International Marketing: Chapter 12 Key Concepts
Benefits of global marketing
Stages in the international planning process
Market Entry Strategies

1. The 1970s: Adaptation versus Standardization
View of World: Many Markets
Focus: Cultural Differences
Strategy: Adaptation
International Marketing
View of World: One Market
Focus: Cultural Similarities
Strategy: Standardization
Global Marketing

2. The 1980s & 1990s: Move toward Global Integration
The globalization of markets
A shrinking world
Technology
Travel
Homogenization of consumer tastes

3. 21st Century: Move Back to Localization
Fostered by:
New efficiencies of customization
Internet
New flexible manufacturing processes
Global markets continue to homogenize and diversify simultaneously
Best companies avoid trap of segmenting by country

4. Global Segmentation Variables Others Variables May Be More Important
Climate
Language Group
Media Habits
Age
Income
Country

5. Benefits of Global Marketing
Economies of Scale in Production
Economies of Scale in Marketing
Experience & Knowledge Across Countries
Uniform Global Image
Control and Coordination of Operations

6. Successful Planning for Global Markets
Company and objectives and resources
International commitment
Dollars, personnel, and long-term commitment
Planning process
Phase 1: Preliminary Analysis and Screening
Phase 2: Adapting marketing mix
Phase 3: Developing the marketing plan
Phase 4: Implementation and control

7. International Planning Process

8. The Planning Process Phase I Phase II Phase III Phase IV
Preliminary analysis and screening (matching company and country needs)
Adapting marketing mix to target markets (a more detailed examination of the components of the marketing mix)
Developing the marketing plan (situation analysis, entry mode, and specific action program for the specific market)
Implementation and control (implementing of specific plans and anticipation of successful marketing)

9. Market-Entry Strategies

10. Building Strategic Alliances