International Marketing
BMAKT2201
BMAKT2201 • INTERNATIONAL MARKETING
CHAPTER 1 – INTRODUCTION TO INTERNATIONAL MARKETING
Noraizan Abdul Rashid Faculty of Business Management & Globalization Tel : 603 8317 8833 (Ext 8125) Email: noraizan@limkokwing.edu.my
WHAT IS MARKETING?
• Marketing Involves:
– Focusing on the needs and wants of customers – Identifying the best method of satisfying those needs and wants – Orienting the company towards the process of providing that satisfaction – Meeting organisational objectives
BMAKT2201 International Marketing
International Marketing
1
BMAKT2201
WHAT IS INTERNATIONAL MARKETING?
• Different Levels of International
Marketing
– Export marketing – International marketing – Global marketing
BMAKT2201
International Marketing
ENVIRONMENTAL INFLUENCES ON INTERNATIONAL MARKETING
Socio/Cultural Language Religion Aesthetics Values and attributes Social organisation Material culture Legal Local domestic laws International law Home domestic law Political Operational restrictions Discriminatory restrictions Physical actions
Economic Developed economies Emerging economies Less developed economies Currency movements
BMAKT2201
Environmental Influences on International Marketing
Technological Satellite Communications ISDN Internet WWW The Electronic Superhighway
International Marketing
International Marketing
2
BMAKT2201
SOCIAL / CULTURAL INFLUENCES
• Coca-Cola:
– 2 Litre bottles too big for Spanish fridges – Pronunciation in China – Kooke Koula
• ‘A thirsty mouthful of candle wax’
• Johnson’s Floor Wax:
– Made Japanese floors slippery
• The Japanese do not wear shoes indoors
• McDonald’s:
– The white face of ‘Ronald McDonald’
• A white face is seen as a death mask in Japan
BMAKT2201 International Marketing
SOCIAL INFLUENCES
• "Future consumer markets will be concentrated in the fast growing emerging markets where small and large enterprises will find profitable opportunities to meet
BMAKT2201 • INTERNATIONAL MARKETING
CHAPTER 1 – INTRODUCTION TO INTERNATIONAL MARKETING
Noraizan Abdul Rashid Faculty of Business Management & Globalization Tel : 603 8317 8833 (Ext 8125) Email: noraizan@limkokwing.edu.my
WHAT IS MARKETING?
• Marketing Involves:
– Focusing on the needs and wants of customers – Identifying the best method of satisfying those needs and wants – Orienting the company towards the process of providing that satisfaction – Meeting organisational objectives
BMAKT2201 International Marketing
International Marketing
1
BMAKT2201
WHAT IS INTERNATIONAL MARKETING?
• Different Levels of International
Marketing
– Export marketing – International marketing – Global marketing
BMAKT2201
International Marketing
ENVIRONMENTAL INFLUENCES ON INTERNATIONAL MARKETING
Socio/Cultural Language Religion Aesthetics Values and attributes Social organisation Material culture Legal Local domestic laws International law Home domestic law Political Operational restrictions Discriminatory restrictions Physical actions
Economic Developed economies Emerging economies Less developed economies Currency movements
BMAKT2201
Environmental Influences on International Marketing
Technological Satellite Communications ISDN Internet WWW The Electronic Superhighway
International Marketing
International Marketing
2
BMAKT2201
SOCIAL / CULTURAL INFLUENCES
• Coca-Cola:
– 2 Litre bottles too big for Spanish fridges – Pronunciation in China – Kooke Koula
• ‘A thirsty mouthful of candle wax’
• Johnson’s Floor Wax:
– Made Japanese floors slippery
• The Japanese do not wear shoes indoors
• McDonald’s:
– The white face of ‘Ronald McDonald’
• A white face is seen as a death mask in Japan
BMAKT2201 International Marketing
SOCIAL INFLUENCES
• "Future consumer markets will be concentrated in the fast growing emerging markets where small and large enterprises will find profitable opportunities to meet
References: • These slides are taken from Doole and Lowe. International Marketing Strategy, 5th ed. BMAKT2201 International Marketing International Marketing 12