International Marketing.docx

International Marketing.docx - International Marketing...

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International Marketing 05:40 8/26/09 Multinational process of planning or executing marketing mix to create exchanges  (atleast 2 or more parties involved). Domestic vs. International Marketing Universal vs. Unique EX. South Carolina <<<>>> BMW <<<>>> Consumers 4 P’s of Marketing Product Place (distribution) Price   Promotion (communicate with the people) Marketing Mix- emphasis use to be mainly on Place/distribution. So international  marketing had to do with moving the product; insurance, paperwork. To do marketing mix you must have PLANNING with execution that adheres  with plan. Domestic marketing- U.S. Marketing, for our purpose. International Marketing- take cultural difference into account Similar in nature but not in scope (scale).
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               Marketing Discipline                    V  Marketing Theories/Concepts                    V        Marketing Strategy MNC Multinational Corporation Pros- Utilize governments and people to advantage. Exploitation is always an  issue. o Self Discipline o Risk taking and consumer welfare- if there is money to be made they’’ll  come. o Economic Integration- leads to larger market, economy of scale, produce  more, more production is more economical. Cost of production goes down. Cons-  8/31/09 Multi National Criteria Size Performance= commitment to foreign markets (sales, profit, physical/human  assets. (Nummi overcommitted) Attitude/Behavior- Center of operation, orientation 
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o Ethnocentric- aim at a type of person Decision Making- Centralization Pros/Cons- Efficient but not effective o Polycentric- multiple centers  Decision Making- Decentralization Pros/Cons- Effective but not efficient o Geocentric- aim geographically Decision Making- Coordination of centralizing and decentralizing Pros/Cons- efficient in uniform game plan and yet you allow adaptation  so you can be effective at same time. 9/2/09 Multi National Criteria Benefits of international marketing o o Diversification o Inflation vs. price moderation- do not inflate that much b/c companies can  avoid geographic increase in expenses and move and produce  somewhere else.  o Employment
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o Standards of Living o Understanding of marketing process. Ch.2 Basis for Trade
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International Marketing.docx - International Marketing...

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