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International marketing Marketing of a firm’s product in foreign countries Global Marketing * An extension of international marketing * It refers to selling the same product using the same marketing approach throughout the world. Opportunities and benefits of International marketing • Capture a wider customer base • Economies of scales • Increase brand recognition • Spread risks (recession or changes in fashion in other countries) • Extend the product life cycle • Gain more profits Cultures Ethics “What is acceptable in one country may not acceptable in another” Language “We do chicken right” is literally translated as a bad word in Chinese International business etiquette Numbers 13 is an unlucky number in China 14 is an unlucky number in Taiwan and Japan Spoken language Japanese people prefer not to use the word no Greetings Physical contact Dress code Body Language In Japan, talking using your hands is not done and is regarded as distracting Legal issues Some countries will have very strict laws on what and cannot advertised. Ex: UK, China and Cuba Barrier to enter the country Political issues Governments can have a huge impact on the economics of international trade. They may set up international trade barriers. 1) 2) 3) 4) Quotas.- Quantitative restrictions on imported goods Tariffs.- Import taxes Administrative barriers.- Safety regulations, licences and employment visas Subsidies.- It helps local firms to lower their cost of production Social and demographic issues * With growing prosperity and income, marketers an business can target different customers with different products. • Product and price differ in more prosperous areas • Ex: Japan and Italy have the world’s oldest average of population (Marketers will take a different approach in pricing, product, place and promotion) Pressure groups Treatment of Animals (PETA) is the world’s largest animal rights group. It has represented many problems for those companies. Economic issues It is important to consider when marketing products overseas 1) Transportation costs 2) Exchange rate fluctuations 3) Interest rates 4) Communication costs. Once a business has decided to market overseas, there are various strategies that can use Internal methods 1) Exporting 2) Direct investment Honda, Toyota and Nissan all have manufacturing plants in UK. 3) E-commerce.- It reduces costs and risks of international marketing. You can get access to foreign markets without having to physically set up retail stores. External methods. 1) Joint ventures.- This occurs when two or more companies invest in a shared business project pooling their resources to form a separate business. The companies retain their separate legal identities. 2) Strategic alliance • Businesses pool their human, capital and financial resources in a shared project. • They do not form a new business with a separate legal identity Nissan (Japan’s second largest car manufacturer) and Renault (a leading French vehicles producers) formed an alliance in 1999, giving both firms to access to each other markets 3) Franchising.- This involves a business allowing others to trade under its name in return for a fee and a share of the profits. 4) Mergers.- When two businesses agree to integrate as a single organization. Merging with a foreign company can help businesses to gain access to overseas markets. 5) Acquisitions.- Also known as takeovers, occur when one business buys out another by purchasing a majority stake in the target company. VODAFONE BOUGHT ESSAR (India mobile operator) IN 2007. IT GAINED ACCESS TO THE HUGE POTENTIAL MARKET IN THE WORLD’S SECOND MOST POPOLOUS COUNTRY