Global Marketing Ch.1
<Chapter 1>
International Marketing:
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 profit.
Difference between domestic VS international * International marketing activities take place in more than one country. * Complexity and diversity found in international marketing
International Marketing Task
: Deal with at least two levels of uncontrollable uncertainty.
: Uncertainty is created by the uncontrollable elements.
: Each country has own unique set of uncontrollable factors.
The international Marketing Task 1. Controllable * Firm characteristics * Price * Product * Promotion * Channels of distribution * Research
2. Domestic environment (Uncontrollable) * Political/legal forces * Competitive structures * Economic climate
3. Foreign environment (uncontrollable) * Political/legal forces * Cultural forces * Geography and infrastructure * Structure of distribution * Level of technology * Competitive forces * Economic forces
Aspects of the Domestic Environment
: A “political decision” involving domestic foreign policy can have a direct effect on a firm’s international marketing success.
: The “domestic economic climate” gives far-reaching effects on a company’s competitive position in foreign market.
: “Competition within the home country” can also have a profound effect on the international marketer’s task.
*** The key to successful international marketing is adaptation to environmental differences from one market to another.
Self-reference Criterion (SRC): 자기 중심적 사고 * The primary obstacles to success in international marketing. * Unconscious reference to one’s own cultural values, experiences and knowledge as a basis for decisions.
Ethnocentrism (자문화 중심주의: 자기 문화의 기준에 따라서 다른 문화를 해석하는
International Marketing:
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 profit.
Difference between domestic VS international * International marketing activities take place in more than one country. * Complexity and diversity found in international marketing
International Marketing Task
: Deal with at least two levels of uncontrollable uncertainty.
: Uncertainty is created by the uncontrollable elements.
: Each country has own unique set of uncontrollable factors.
The international Marketing Task 1. Controllable * Firm characteristics * Price * Product * Promotion * Channels of distribution * Research
2. Domestic environment (Uncontrollable) * Political/legal forces * Competitive structures * Economic climate
3. Foreign environment (uncontrollable) * Political/legal forces * Cultural forces * Geography and infrastructure * Structure of distribution * Level of technology * Competitive forces * Economic forces
Aspects of the Domestic Environment
: A “political decision” involving domestic foreign policy can have a direct effect on a firm’s international marketing success.
: The “domestic economic climate” gives far-reaching effects on a company’s competitive position in foreign market.
: “Competition within the home country” can also have a profound effect on the international marketer’s task.
*** The key to successful international marketing is adaptation to environmental differences from one market to another.
Self-reference Criterion (SRC): 자기 중심적 사고 * The primary obstacles to success in international marketing. * Unconscious reference to one’s own cultural values, experiences and knowledge as a basis for decisions.
Ethnocentrism (자문화 중심주의: 자기 문화의 기준에 따라서 다른 문화를 해석하는