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Date Submitted: 12/11/2010 07:29 AM
Chapter 1
The Scope and the Challenge of the International Marketing
1. International Marketing Defined
2. The International Marketing Task (Marketing Decision Factors; Aspects of the Domestic Environment; Aspects of the Foreign Environment)
3. Environmental Adaptation Needed
4. The Self-reference Criterion and Ethnocentrism: Major Obstacles
5. Developing a Global Awareness
6. Stages of International Marketing Involvement (No Direct Foreign Marketing; Infrequent Foreign Marketing; Regular Foreign Marketing; International Marketing; Global Marketing)
7. Strategic Orientation (Domestic Market Extension Orientation; Multidomestic Market Orientation; Global Marketing orientation)
Chapter Learning Objectives
What should we learn from Chapter 1:
• The scope of the international marketing task
• The importance of the self-reference criterion (SRC) in international marketing
• The progression of becoming a global marketer
• The increasing importance of global awareness
THE SCOPE AND THE CHALLENGE OF THE INTERNATIONAL MARKETING
1. INTERNATIONAL MARKETING DEFINED
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 a profit. The only difference between the definitions of domestic marketing is that in the latter case marketing activities take place in more than one country. This apparently minor difference, "in more than one country", accounts for the complexity and diversity found in international marketing operations. Marketing concepts, processes, and principles are universally applicable, and the marketer's task is the same whether doing business in Winipeg, Manitoba or Dar es Salam, Tanzania. Business's goal is to make a profit by promoting, pricing, and distributing products for which there is a market. If this is the case, what is the difference between domestic and...