1. The International Marketing Imperative
Chapter 1
The International Marketing Imperative

2. What is International Marketing?
The process of planning and conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and organizations.

3. International Marketing Questions
Should I obtain my supplies domestically or from abroad?
What marketing adjustments are or will be necessary?
What threats from global competition should I expect?
How can I work with these threats to turn them into opportunities?
What are my strategic global alternatives?

4. World Trade Importance
World trade has grown from $200 billion to more than $7 trillion in the past three decades.
The Iron Curtain is gone and capitalism has replaced the old economic doctrines.
Firms invest on a global scale.
Increasingly more difficult to define “where” products come from.
New trading blocs are emerging.

5. Global Linkages
Global linkages bind countries, institutions, and individuals more closely than ever.
World trade opens up entirely new business horizons.

6. Trade and Domestic Growth Rates
Trade Growth
Domestic Growth
SOURCE: International Financial Statistics Yearbook IMF 2000.

7. Domestic Policy Repercussions Considerations
Lowering of interest rates, happy U.S. customers but what about impact of countries offering higher interest rate?
Agricultural and farm polices.
Currency flows.
Exchange rates.

8. Meeting International Challenges
Be prepared and develop active responses.
Develop new strategies.
New plans are needed.
Adaptation to the new environment and markets.

9. Strategic Marketing Marketing Manager’s Task
To plan and execute programs that will ensure a long-term competitive advantage for the company.

10. Marketing Manager’s Supporting Tasks
Determine the specific target markets.
Manage the marketing mix in order to best satisfy the needs of individual target markets.

11. Target Market Selection
Occupants
Objects
Occasions
Target Market
Opposition
Objectives
Operations
Organization
Outlets

12. Marketing Management Product Product Policy
Promotion Communication Policy
Price Pricing Policy
Target Market
Place Distribution Policy

13. The Process Stages in the Marketing Process Analysis: Planning:
Collect data on the eight O’s from data sources- primary and secondary, internal and external, formal and informal. Screen data for opportunities to employ company resources for competitive advantage.
Planning:
Develop a marketing plan which includes a situation analysis, goals and objectives, long-term strategies and short-term tactics, cost and profit estimates, and anticipated changes in organizational structure.
Implementation:
Take actions to put the plan into action. Adjust implementation activities to account for environmental changes in market conditions.
Control:
Use annual planning (sales to forecast), profitability, and efficiency controls to monitor the plan’s successes and failures.