Download Session 1 - NYU Stern

INTERNATIONAL MARKETING
MANAGEMENT
SESSION 1: INTRODUCTION
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COURSE OBJECTIVES
TO EXAMINE ISSUES INVOLVED IN
DEVELOPING A MARKETING
STRATEGY FOR INTERNATIONAL AS
OPPOSED TO A DOMESTIC MARKET,
IE ON A MULTI-COUNTRY BASIS
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KEY PERSPECTIVE
•
STRATEGIC (IE COMPETITIVE)
•
EVOLUTIONARY (IE STAGES)
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COURSE OVERVIEW
COURSE REQUIREMENTS
Cases
20%
Exam
30%
International Marketing Plan
40%
Class Participation
10%
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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?
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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)
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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
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MARKETING #1 IN INTERNATIONAL BLUNDERS?
41%
Marketing
Management
26%
Personnel
17%
Production
6%
Legal
6%
Finance
4%
Source: Ricks & Arpan, International Business Blunders (Columbus, Ohio: Grid, Inc.)
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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
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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
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STAGES IN GLOBAL MARKETING STRATEGY
STAGE 1 Initial Entry
STAGE 2 Local Market Expansion
STAGE 3 Global Rationalization
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