International_Marketingx

International_Marketingx - International Marketing:...

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International Marketing: Overview Introduction of Global Marketing: Cultural Focus
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International Marketing defined International marketing – is the performance of business activities that direct the flow of a company’s good and services to consumers or users in more than one nation for a profit.
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Foreign Environment 4 Ps Company Channel Members Customers Competitors Publics Micro- Environmen t Domestic Environment Technology Political Natural Social- Cultural Legal Economic Cultural Forces Technology Infrastructure Competition Forces Structure Of Dist. Economics Geographic Infrastructure
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The Globalisation of Markets “A powerful force drives the world toward a converging commonality, and that force is technology. It has proletarianized communication, transport and travel. It has made isolated places and impoverished people eager for modernity's allurements. Almost everyone everywhere wants all things they have heard about, seen or experienced via the new technologies.” – Theodore
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Levitt’s Statement Levitt’s ideas regarding Globalisation were in part borrowed from Webber (1969). In the 1960-70s there were many disagreements among researchers concerning globalisation’s impact on cultures.
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Converging Cultures Some researchers argued that cultures were converging. According to this view, all cultures will form one gigantic international work culture devoid of any obstacles whatever.
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Diverging Cultures Other researchers argued that the forces of modernisation are divergent. New technologies are slowly driving cultures apart.
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Webber’s Theory Webber (1969) states that three forces cause cultures to converge or diverge: 1. Technology Education Emancipation of workers from poverty.
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Divergent Forces Divergent forces emanate from the stresses associated with technology that is introduced too early. E.g., The introduction of the Tomcat aircraft by the Shah of Iran to pilots who were totally unfamiliar to that level of technology. Iran is a case example of a nation that diverged to very traditional traditional norms due to technology influences.
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International Marketing History and Culture
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Culture Culture – the collective mental programming of the mind which distinguishes the members of one human group from another. Hofstede (1984), “Cultures Consequences,” Sage.
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This note was uploaded on 06/26/2011 for the course MK 640 taught by Professor Dr. during the Spring '11 term at Jefferson College.

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International_Marketingx - International Marketing:...

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