International Marketing Task Model
1b. International Marketing Task Model
Marketing Controllables
a) The successful manager constructs a marketing programme designed for optimal adjustment to the uncertainty of the business climate. The inner circle in Figure 1.1 represents the area under the control of the marketing manager.
b) The marketing manager blends price, product, promotion and channels-of distribution activities to capitalize on anticipated demand.
c) The controllable elements can be altered in the long run and, usually, in the short run, to adjust to changing market conditions or corporate objectives.
d) The outer circles surrounding the market controllables represent the levels of uncertainty that are created by the domestic and foreign environments.
e) The marketer can blend a marketing mix from the controllable elements but the uncontrollables must be actively adapted and handled.
f) That effort, the adaptation of the marketing mix to the uncontrollables, determines the ultimate outcome of the marketing enterprise.
Domestic Uncontrollables
a) The second circle, (domestic uncontrollable environment) includes home country elements eg, governments imposed restrictions on trade
b) On other hand, positive effects occur when there are changes in foreign policy and countries are given favoured treatment.
c) The domestic economic climate has far-reaching effects on a company’s competitive position in foreign markets.
d) The capacity to invest in plants and facilities either in domestic or foreign markets is to a large extent a function of domestic economic vitality.
e) Capital tends to flow towards optimum use; but, capital must be generated before it can have mobility.
f) If internal economic conditions deteriorate, restrictions against foreign investment and purchasing may be imposed to strengthen the domestic economy.
g) The effects of the domestic environment are the constraints imposed by the environment of each foreign country.
Marketing Controllables
a) The successful manager constructs a marketing programme designed for optimal adjustment to the uncertainty of the business climate. The inner circle in Figure 1.1 represents the area under the control of the marketing manager.
b) The marketing manager blends price, product, promotion and channels-of distribution activities to capitalize on anticipated demand.
c) The controllable elements can be altered in the long run and, usually, in the short run, to adjust to changing market conditions or corporate objectives.
d) The outer circles surrounding the market controllables represent the levels of uncertainty that are created by the domestic and foreign environments.
e) The marketer can blend a marketing mix from the controllable elements but the uncontrollables must be actively adapted and handled.
f) That effort, the adaptation of the marketing mix to the uncontrollables, determines the ultimate outcome of the marketing enterprise.
Domestic Uncontrollables
a) The second circle, (domestic uncontrollable environment) includes home country elements eg, governments imposed restrictions on trade
b) On other hand, positive effects occur when there are changes in foreign policy and countries are given favoured treatment.
c) The domestic economic climate has far-reaching effects on a company’s competitive position in foreign markets.
d) The capacity to invest in plants and facilities either in domestic or foreign markets is to a large extent a function of domestic economic vitality.
e) Capital tends to flow towards optimum use; but, capital must be generated before it can have mobility.
f) If internal economic conditions deteriorate, restrictions against foreign investment and purchasing may be imposed to strengthen the domestic economy.
g) The effects of the domestic environment are the constraints imposed by the environment of each foreign country.