1. INTERNATIONAL MARKETING MANAGEMENT SESSION 1: INTRODUCTION

2. International Marketing Plan 40% Class Participation 10%
COURSE OVERVIEW
COURSE REQUIREMENTS
Cases 20%
Exam 30%
International Marketing Plan 40%
Class Participation % 2

3. Trend Toward Globalization of Markets
GOING GLOBAL
Trend Toward Globalization of Markets
What Is International/Global Marketing?
How Does International Marketing Differ From Domestic Marketing?
How Does International Marketing Strategy Evolve Over Time? 3

4. Small and Medium-sized Companies “Going Global”
GLOBALIZING MARKETS
Companies From Emerging and Industrializing Country Markets (India, Taiwan) Entering Global Markets
Small and Medium-sized Companies “Going Global”
Globalization Is Occurring in All Types of Industries (From Hamburgers to Football) 4

5. WHAT IS INTERNATIONAL MARKETING?
INVOLVES PERFORMANCE OF MARKETING FUNCTIONS ACROSS NATIONAL BOUNDARIES
Physical Shipment of Goods and Services Not Essential
Some Transfer of Management Systems, Strategies and Communication Between Countries
INCLUDES:
Exporting
Multi-domestic Marketing Operations
Global Integrated Marketing 5

6. MARKETING #1 IN INTERNATIONAL BLUNDERS?
41%
Management
26%
Personnel
17%
Production 6%
Legal 6%
Finance 4%
Source: Ricks & Arpan, International Business Blunders (Columbus, Ohio: Grid, Inc.) 6

7. WHAT MAKES GLOBAL MARKETING DIFFERENT?
OPERATIONS IN A MULTI-COUNTRY CONTEXT
Different Environments
Economic/Financial
Political/Legal
Social/Cultural
Differences in Competition
Different Marketing Infrastructures
Media
Distribution
Logistics
NEED TO:
Adjust to These Differences 7

8. INTEGRATING FORCES OF TECHNOLOGY AND CHANGE
YET:
Political and Economic Initiatives
Growth of International Communication (Satellite, TV, Fax, Internet)
Increased Travel, Interaction and Migration
Organizational Links Across Markets (Retailers, Manufacturers, Etc.)
NEED TO:
Co-ordinate and Integrate Operations Across Markets 8

9. STAGES IN GLOBAL MARKETING STRATEGY
Initial Entry
Local Market Expansion
Global Rationalization
STAGE 1
STAGE 2
STAGE 3 9