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    International Marketing: Faculty: Kushal Kataria

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    Surbhi Jain
    The document provides an overview of an international marketing course. It discusses the module objectives, which are to offer a global perspective on marketing products and services overseas and domestically. It outlines the weekly coverage of topics like international business environment, market entry strategies, and promotion. Assessment includes group assignments, case analyses, tests, and an exam. International marketing is defined as marketing across national boundaries. Reasons for pursuing international markets include growth, profits, economies of scale, and risk diversification. Different orientations like ethnocentric, polycentric, regiocentric, and geocentric are also summarized.

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    International Marketing: Faculty: Kushal Kataria

    Uploaded by

    Surbhi Jain
    60 views13 pages
    The document provides an overview of an international marketing course. It discusses the module objectives, which are to offer a global perspective on marketing products and services overseas and domestically. It outlines the weekly coverage of topics like international business environment, market entry strategies, and promotion. Assessment includes group assignments, case analyses, tests, and an exam. International marketing is defined as marketing across national boundaries. Reasons for pursuing international markets include growth, profits, economies of scale, and risk diversification. Different orientations like ethnocentric, polycentric, regiocentric, and geocentric are also summarized.

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    The document provides an overview of an international marketing course. It discusses the module objectives, which are to offer a global perspective on marketing products and services overseas and domestically. It outlines the weekly coverage of topics like international business environment, market entry strategies, and promotion. Assessment includes group assignments, case analyses, tests, and an exam. International marketing is defined as marketing across national boundaries. Reasons for pursuing international markets include growth, profits, economies of scale, and risk diversification. Different orientations like ethnocentric, polycentric, regiocentric, and geocentric are also summarized.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    60 views13 pages

    International Marketing: Faculty: Kushal Kataria

    Uploaded by

    Surbhi Jain
    The document provides an overview of an international marketing course. It discusses the module objectives, which are to offer a global perspective on marketing products and services overseas and domestically. It outlines the weekly coverage of topics like international business environment, market entry strategies, and promotion. Assessment includes group assignments, case analyses, tests, and an exam. International marketing is defined as marketing across national boundaries. Reasons for pursuing international markets include growth, profits, economies of scale, and risk diversification. Different orientations like ethnocentric, polycentric, regiocentric, and geocentric are also summarized.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 13

    INTERNATIONAL MARKETING

    Faculty: Kushal Kataria

    Before we talk about International Marketing

    a little bit about the course: Delivery, Outline & Assessment

    Module Objectives:
    The module offers an international and global perspective to the marketing of product and services, both in overseas markets and for organizations from overseas seeking to do business in India. It connects the intricacies of marketing with international business. It builds on the knowledge and understanding that the student already has on Marketing and Marketing Management.

    Weekly Coverage:
    Week 1 2 3 4&5 6 7&8 9 & 10 11 & 12 13 & 14 15 Coverage Introduction to International Marketing International Business Environment Internationalization Potential Market Assessment Market Entry Strategies International Product Strategies International Distribution Strategies International Pricing Strategies International Promotion Strategies Review and Revision

    Assessment Structure:
    Course Work (Group Assignment): 40%
    Case Analysis & Presentation (more details in the workshop)

    Tests: 20%
    There will be a 1 hour closed-book test with Essay Type Question in week 9. Final dates to be announced by the program office.

    End Term Exam: 40%


    This would be a two hour closed-book examination with 2 essay type questions / case analysis to be answered within the stipulated time.

    What is International Marketing?


    Marketing that occurs across one or more national boundaries.

    Why go international?
    Survival and Growth Profits Achieving economies of scale Diversification Hedging against Inflation & Currency Changes Access to Foreign Inputs including HR Marketing opportunities due to life cycle Open International Markets (ASEAN, EU, NAFTA) Spreading R&D costs

    International Marketing
    Export Marketing
    A marketing approach in which companies sell their product / service directly or indirectly to overseas buyers.

    International Marketing
    Differentiation in country markets by way of developing or acquiring new brands. Developing local products depending upon country needs.

    Multinational Marketing
    Consolidation of operations on regional basis to take advantages of economies of scale.
    Product standardization is within regions but not across them.

    Global Marketing
    Refers to the use of a single marketing method across the international markets with little adaptation. Opportunity for transfer of products, brands and other ideas across subsidiaries

    Product Planning

    Product development for home country customers


    Made at / for headquarters

    Product development determined primarily by the needs of homecountry customers


    Made at headquarters

    Local product development based on local needs.

    Standardize within region but not across

    Global product with local variations

    Marketing Mix Decisions


    Orientation

    Made in each country

    Made regionally

    Made jointly with mutual consultation

    Ethnocentric

    Ethnocentric

    Polycentric

    Regiocentric

    Geocentric

    Different Orientations
    ETHNOCENTRICITY:
    Strong orientation towards the home country. Markets and consumers are viewed as unfamiliar and at times inferior in taste, sophistication and opportunity. Usual practice is to use the home base for the production of standardized products for export in order to gain some marginal business. Centralized decision-making

    Different Orientations
    POLYCENTRICITY:
    Strong orientation towards the host country. Emphasis on differences between markets that are caused by variations within, such as income, culture, law, politics, etc. Key assumption is that each market is unique. Managers from host country are employed. Decentralized decision making. Drawback: leads to duplication of effort.

    REGIOCENTRICITY.

    Different Orientations
    GEOCENTRICITY:
    Lies between the two extremes of ethnocentricity and polycentricity. Considers the whole world rather than any particular country as the target market. A geocentric company usually does not identify itself with a particular country. It takes the view that even though countries differ, differences can be understood and managed. The company adapts its marketing program to meet needs within the broader framework of its total strategy.

    Food for thought


    Which are the largest economies in the world?
    1 2 3 4 5 6 7 8 9 10 11 12 United States China Japan Germany France United Kingdom Brazil Russia Italy India Canada Australia 15,684,750 8,227,037[n 4] 5,963,969 3,400,579 2,608,699 2,440,505 2,395,968 2,021,960 2,014,079 1,824,832 1,819,081 1,541,797

    13
    14 15 16 17 18 19 20

    Spain
    Mexico South Korea Indonesia Turkey Netherlands Saudi Arabia Switzerland

    1,352,057
    1,177,116 1,155,872 878,198 794,468 773,116 727,307 632,400

    Source: IMF (2012)

    Food for thought


    Which countries are the largest exporters?
    1 2 3 4 5 6 7 8 9 10 China United States Germany Japan France South Korea Netherlands Russia Italy United Kingdom Hong Kong $ 2,057,000,000,000 $ 1,564,000,000,000 $ 1,460,000,000,000 $ 773,900,000,000 $ 567,100,000,000 $ 552,600,000,000 $ 538,500,000,000 $ 529,600,000,000 $ 478,900,000,000 $ 474,600,000,000 $ 464,600,000,000

    11
    12 13 14 15 16 17

    Canada
    Singapore Saudi Arabia Mexico Switzerland Belgium United Arab Emirates

    $ 462,900,000,000
    $ 435,800,000,000 $ 395,000,000,000 $ 370,900,000,000 $ 333,400,000,000 $ 315,400,000,000 $ 300,900,000,000

    18
    19
    Source: CIA World Factbook (2012) 20

    Taiwan
    India Spain

    $ 299,800,000,000
    $ 298,400,000,000 $ 291,700,000,000

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