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Transcript
The Scope and
Challenge of
International Marketing
Learning Objectives
• The changing face of U.S. business
• The scope of the international marketing task
• The importance of the self-reference criterion (SRC) in
international marketing
• The progression of becoming a global marketer
• The increasing importance of global awareness
1-2
Foreign Acquisitions of U.S. Companies
1-6
Selected U.S. Companies and Their
International Sales
1-7
International Marketing Defined
d
International marketing is the performance of
business activities designed to plan, price,
promote, and direct the flow of a company’s
goods and services to consumers or users in more
than one nation for a profit.
1-8
The International Marketing Task
• Insert Exhibit 1.3
1-9
The Self-Reference Criterion and
Ethnocentrism
• The key to successful international marketing is adaptation to the
environmental differences from one market to another.
• Primary obstacles to success in international marketing:
- SRC
- Associated ethnocentrism
SRC is an unconscious reference to
one’s own cultural values,
experiences, and knowledge as a basis
for decisions.
Ethnocentrism is the notion that
one’s own culture or company knows
best how to do things.
1 - 11
Stages of International Marketing Involvement
•
•
•
•
•
No direct foreign marketing
Infrequent foreign marketing
Regular foreign marketing
International marketing
Global marketing
1 - 15
Foreign Policy’s Global Top 20
• Insert Exhibit 1.4
1 - 18