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8/6/2019 IM unit 01
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Prof.Mukul Mishra
Introduction to International Marketing
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Globalization
Defined as process of economic integration of theentire world through the removal of trade barriers
and capital mobility as well as through diffusion ofknowledge and information.
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Globalization of Production evaluating various locations
worldwide so as to take advantage of local resources andoptimize manufacturing competitiveness.
Globalization of Markets emergence of a borderless worldwith advances in telecom, transportation, internet
.standardized products from global brands like SONY bought
by customers all over the world.
Globalization
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Lets Define Marketing
Kotler The human activity directed at satisfyingthe wants and needs through exchange process.
AMA Process of planning and executing theconception , pricing, promotion and distribution
of ideas, goods and services to exchanges that
satisfy individual and organizational goals.
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International Marketing Defined
Cateora performance of business activities designed toplan, price, promote and direct the flow of companys
goods and services to consumers or users in more than one
nation for profit.
Keegan Global Marketing is the process of focusing theresources and objectives of an organization on global
marketing opportunities and needs.
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International Marketing ?
Thus International Marketing involves:
Identify needs/wants of international customers in
different countries. Modify Marketing Mix(4Ps) keeping in view consumer
behaviors in different countries and companys
objectives.
Using various modes of entry to penetrate
international markets. Evaluate dynamic international marketing
environment and take appropriate decisions.
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The International Marketing Task
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The Self-Reference Criterion and Ethnocentrism
The key to successful international marketing is
adaptation to the environmental differences
from one market to another. Primary obstacles to success in international
marketing:
SRC
Associated ethnocentrism
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The Self-Reference Criterion and Ethnocentrism(continued)
SRC is an unconscious reference to ones own culturalvalues, experiences, and knowledge as a basis for decisions.
Ethnocentrism is the notion that ones own culture or
company knows best how to do things.
Dangers of the SRC:
Failing to recognize the need to take action
Discounting the cultural differences that exist
among countries Reacting to a situation in a way offensive to your
hosts
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The Self-Reference Criterion and Ethnocentrism(continued)
Ethnocentrism and the SRC can influence an
evaluation of the appropriateness of a
domestically designed marketing mix for a foreignmarket.
The most effective way to control the influence of
ethnocentrism and the SRC is to recognize theireffects on our behavior.
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Framework for Cross-cultural Analysis(Adaptation)
1. Define the business problem or goal in home-countrycultural traits, habits, or norms.
2. Define the business problem or goal in foreign-countrycultural traits, habits, or norms through consultation withnatives of the target country. Make no value judgments.
3. Isolate the SRC influence in the problem and examine itcarefully to see how it complicates the problem.
4. Redefine the problem without the SRC influence andsolve for the optimum business goal situation.
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Developing a Global Awareness
Tolerance of cultural differences:
Understanding cultural differences and accepting and working
with others whose behavior may be different from yours
Knowledge of cultures, history, world market potential, and global
economic, social, and political trends
Approaches to global awareness:
Select individual managers specifically for their demonstrated
global awareness
Develop personal relationships in other countries Have a culturally diverse senior executive staff or board of
directors
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Reasons for Entering Foreign Markets
Growth
Profitability
Achieving economies of scale
Risk spread
Access to imported inputs
Uniqueness of product or services
Marketing opportunities due to life cycle
Spreading R&D cost
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Evolutionary process of global marketing
There are five identifiable stages in the evolution of
marketing across national boundaries( Ref. Global
Marketing Management by Kotabe & Helsen)
1. Domestic Marketing:
Before entry into foreign markets
Marketing Focus-Domestic
Marketing Mix Decisions-Focused on Domestic Customers.
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Evolutionary process of global marketing
Strategy- based on information about needs/wants of domesticconsumers, industry trends, economical, technological, politicalclimate at home.
Competition-look at domestic competition
Orientation-Ethnocentric (pay little attention to changes in globalmarketplace e.g. changing lifestyles, market segments, emergingcompetition & better products yet to arrive in domestic market)
Firm vulnerable to sudden changes forced upon it by competition.
E.g. U.S automobile & consumer electronics industry suffered fromits ethnocentrism in 1960s & 1070s ( neglected imminentcompetition from Japanese low cost manufacturers)
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Evolutionary process of global marketing
2. Export Marketing :
Begins with unsolicited orders from foreign customers.
Reluctant at first, gradually learns the benefits ofoverseas marketing.
Motivators-additional marketing outlets, risk spread,more profitability
Early export marketing stage indirect exporting ( usetrading house services)
Later stage as firm gains know how & experience exports directly.
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Evolutionary process of global marketing
Marketing Focus - overseas (targeting and
entering foreign markets)
Orientation-Ethnocentric Marketing Mix Decisions-
focussed mainly on domestic customers
overseas marketing-generally an extension of domestic
marketing
decisions made at headquarters
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Evolutionary process of global marketing
3. International Marketing:
Firm caters to specific needs or few overseas markets( noticeable market share)
Orientation-Polycentric ( product/promotional
adaptation): firm realizing that there existsconsiderable cultural difference across markets
Operation in each market viewed independently.
Competition- fiercely competitive marketing
strategies by competition. Firm may : allocate a potion of manufacturing for
exports/set up manufacturing abroad to utilizeinexpensive resources & be closer to consumers.
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Evolutionary process of global marketing
Marketing Focus-Differentiation in country markets by wayof developing or acquiring new brands.
Marketing Mix Decisions-
Developing local products depending upon country needs.
Decisions by Individual subsidiaries.
Multi Domestic Marketing :
Extreme form of International Marketing
Independent foreign subsidiary in each and every foreign market.
Subsidiaries operate independently without headquarter control. Product development, manufacturing ,marketing all executed for
local market by subsidiary.
Few economies of scale benefits.
Useful only if consumers differ across national markets
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Evolutionary process of global marketing
4. Multinational Marketing:
Firm realizes benefits of economy of scale in product
development, manufacturing & marketing by
consolidation on regional basis.
Orientation-Regiocentric ( product planning may bestandardized within a region but not across)
Marketing Mix Decisions-Product standardization
within regions but not across them
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Evolutionary process of global marketing
5. Global Marketing: International/Multinational Orientation
results in market fragmentation worldwide (higher costs)
Global Marketing refers to:1. Standardization efforts- marketing programs across
different countries ( product offering, promotional mix,
price & channel structure)
2. Coordination across Markets-reducing cost inefficiencies
& duplication of efforts among national and regional
subsidiaries)
3. Global Integration-gain competitive leverage and
effective integration of firms competitive campaigns
across these markets.
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Evolutionary process of global marketing
Marketing Focus-Consolidating firms
operations on a global basis
Orientation-Geocentric
Marketing Mix Decisions- Globalization of Marketing Mix Decisions with
local variations.
Joint Decision making across the firms global
operations.
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EPRG Concept
The orientation of firms personnel affects the ability of
a company to adapt to a foreign marketing environment
Behavioral attributes-EPRG Framework
Degree of Internationalization
Management commitment
Influences International strategies of firm
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EPRG Concept
1. Ethnocentric Orientation: Belief that ones own culture is superior to others
Managers believe that domestic marketing strategy willwork in foreign markets too
Ignore environmental differences between markets
Firms generally do domestic marketing/export marketingas an extension of domestic marketing
Ethnocentric companies market their products in countrieswhere demand is similar to home markets
Generally used to dispose surplus production in overseas
markets Goods manufactured domestically/decisions taken at
headquarters.
Difficult to sustain once sizeable market share attained.
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EPRG Concept
3. Regiocentric Orientation: Firm treats a region as a uniform market segments
similar marketing strategy for the region
E.g., McDonaldss doesnt serves pork and slaughters
animals through Halal Process in Middle East.
4. Geocentric Orientation:
Firm considers entire world as a single market and
formulates integrated marketing strategies. Similarities identified between markets for uniform
marketing strategy formulation.
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THANK YOU!!