Culture is everything that people have, think and do as
members of the society. It is the sum total of knowledge,
beliefs, arts, morals, laws, customs and any other
capabilities and habits acquired by humans as members
of the society
Deciding on the Marketing Organisation:
Companies manage their international marketing activities in at
least three ways:
Brief discussions are given below:
a) Export Department:
Financial environment refers to the financial
system study of a country in which the international
marketer intends to operate.
A financial system of a country refers to the
following two variables such as:
a) Money Market.
Organisation of Global Marketing: Conceptual
In order to perform international marketing operations
smoothly, a firms need proper organizational setup equipped
with skilled executives and subordinate staffs. Designing
proper organizational frame
Deciding which markets to enter/Decision regarding
international market selection:
In deciding to go abroad, the company needs to define its
international marketing objectives and policies. What
proportion of foreign to total sales will it seek? Most
Deciding how to enter the market/Strategies to enter the
Once a company decides to target a particular country, it has to
determine the best mode of entry.Following is the options
available for an international marketer to penetrate
To plan effectively international marketing
strategies, the international marketer should be
well-informed about the competitive situation in
the international markets.
By Competitive environment we mean the
Political environment refers to the variables like below:
Stability of Government Policies.
Philosophies of the political parties.
State of Nationalism.
d) Kinds of Political risks.
State of bureaucracy.
Components of International Marketing Environment &
The International Marketing Environment consists of following elements:
The following point highlights the importance of
understanding international marketing environment:
International Marketing opportunities vary among the
Some economies have enormous potentials of growth while
other has not.
Brief discussion on the Components of International
The economic environment is comprised of the
following economic variables at least:
1. National Income.
2. Gross Domestic Product (GDP).
3. Industrial Stru
Human beings live in a society. A contemporary society is
comprised of various social classes depicting a wide range
of values, attitudes and behaviour.Each class is shown in
terms of social status, relative wealth and prestige.
Perspective 1: brand DNA system McDonalds Russia, Google, Stella
Use brand DNA system to evaluate TMNCs
Identify the factors that cause the disconnection of these links and
the factors that facilitate the connection between the core links.