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1、International Marketing: A Definition
International marketing is defined as theperformance of business activities
designed to plan,price, promote, and direct the flow of a company’s goods
and services to consumers or users in morethan one nation for a profit
2、The International Marketing Task
?Marketing Controllables--------Under control of marketing manager
?Domestic Environmental Uncontrollables
–Home-country elements that can have a direct on the success of foreign venture and are out of the immediate control of the marketer.
?Foreign Environmental Uncontrollables
–The process of evaluating the uncontrollable elements in an international marketing program, often involves substantial doses of
cultural, political, and economic shock.
3、Why is the task of international marketers more complicated than that of domestic
marketers?
“in more than one nation”Complexity Diversity Different environments 4、Environmental Adaptation Needed
Differences are in the uncontrollable environment of international marketing
Firms must adapt to uncontrollable environment of internationalmarketing by
adjusting the marketing mix (product, price,promotion, and distribution)
A frame of reference should be established in determining or modifying a
marketer’s reaction to situations
5、The focus of IM: IM Strategy
Local Global
4P’s Strategy VS. International Market Participation
Product VS. Product adaptation or standardization
Price VS. Price adaptation or standardization
Promotion VS. Promotion adaptation or standardization
Place VS. Place adaptation or standardization
- Plus - -------Coordination, Concentration and Integration of Marketing Activities 6、SRC (自我参照标准：is an unconscious reference to one’s own cultural values,
experiences, and knowledge as a basis for decisions Esso in Japanese is “stalled car (抛锚的洗车)”Pet Milk in Franch is “flatulence (肠胃气胀)”
7、Ethnocentrism (民族中心主义)refers to the notion that one’s own culture or company
knows best how to do things
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