International Marketing

Chapter 1

Question 1

Define the following terms:

International marketing: Is the performance of business activities designed to promote, plan price and direct the flow of the company’ s goods and services to consumers or users in more than one nation for a profit.

Controllable elements: The aspects of trade over which a company has control and influence. Are the firms characteristics; Price, Product, Promotion, Channels of distribution, research.

Uncontrollable elements: Factor in the business environment over which the international marketer has no control or influence. Political legal forces, Competitive structure, Economic climate, Geography and distribution, Structure of distribution, Cultural forces, Level of technology, Economic forces, Political/ legal forces.

Domestic uncontrollable: Factors in a company’s home country over which the company has little or no control l or influence. Political legal forces, Competitive structure, Economic climate

Foreign uncontrollable: Factors in the foreign market over which a business operating in its home country has little or no control or influence. Geography and distribution, Structure of distribution, Cultural forces, Level of technology, Economic forces, Political/ legal forces.

Marketing relativism:

Self-reference criterion: An unconscious reference to one’s own culture values, experience and knowledge as a basis for a decision.

Global awareness: A frame of reference important to the success of a business person that embodies tolerance of culture differences and knowledge of cultures , history, world market potential , and global economic , social and political trends

Question 3

How can the increased interest in international marketing on the part of US firms can be explained?

Current interest in international marketing can be explained by changing competitive structures coupled with shifts in demand characteristics in markets throughout the world. With the increasing globalization of markets...