文档介绍：International & Global Marketing
“Finding and satisfying global customer needs better than petition, both domestic and international, and of co-ordinating marketing activities within the constraints of the global environment”
Terpstra
, V (2000: 4)
International & Global Marketing
Sessions 2 – Outline:
Management Orientations
Internationalisation Drivers
Challenges in the Market Environment
Leading Emerging Economies in 2008
Copyright (c) 2009 John Wiley & Sons, Inc1>.
Source: Kotabe & Helsen (2011) Chapter 2
GEOCENTRIC
World 5>view;
Sees
similarities
&
differences
in home & host countries
MANAGEMENT ORIENTATIONS
Adapted from
Perlmutter
, H. (1969) in Keegan, (2002;12)
Source: Kotabe & Helsen (2011) Chapter 1
Copyright (c) 2009 John Wiley & Sons, Inc.
Evolution of Global Marketing
Turn to Worksheet 2, question 1
Drivers of internationalisation
Student Activity
Consumer taste similarities
Small or saturated domestic markets
Economies of Scale
International Production
Technology/ munication highways
Reduced Trade Barriers
petitiveness
Large emerging markets
Drivers of internationalisation
Turn to Worksheet 2, question 2
Process of internationalisation & overview of challenges
Student Activity
Overview of Global Marketing Environmental Challenges
Socio/Cultural
Language
Religion
Aesthetics
V