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Session Plan Class Test 1: 10 marks. Will be held in our 5thlecture Attendance & class participation: 10 marks Group proect presentation: !0 marks. Will be held in o

t"o lectures. Pl note: 1. Proect details ha#e to be $i#en to me b% the 5thlec

e#aluation criteria "ill be discussed!. 'ot more than 5 members in one $roup

(. )ach $roup "ill $et !0 minutes to present *. +ne ,&W hard cop% "ith all presentations to be ha

o#er to me ,)-+) "e start the presentations this is -inal eamination 20 marks 1st3uestion is compulso

marks attempt * 6uestions out o4 a choice o4 2 each is 4or 10 marks. )ach 6uestion 4rom nos. !2 "ill ha#e

6uestions o4 5 marks each %ou ha#e to ans"er an% t"

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Toda%7s Session

8ntroduction to 8nternatio/arketin$

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Session +becti#es

To de9ne domestic international and $lomarketin$

To stud% its scope

To eplore the 4actors that impact market

To eamine the sta$es in the de#elopmenmarketin$ strate$%

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-rame"ork

8nternationalCustomer

Product

Price

Promotion istribution

8nternational )conomic 8nstitutionsand A$reements

)conomic )n#ironment Political;

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e9nitions

omestic marketin$ : encompasse9rm7s e=orts in its home countr% 8nternational marketin$: in#ol#es

marketin$ same $oods and ser#ices outsid

home countr% Global marketin$ : is an ad#anced 4

international marketin$ in "hich a 9rm ad$lobal customers markets and competitio

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,ene9ts

8t allo"s each countr% to maimi>e stren$ths and o=set its "eaknesses

Countries can optimi>e their compaad#anta$es

8t can etend the product li4e c%cledispose o4 discontinued items and 4or inno#ations

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T%pes o4 Trade estricti

Tarifs Em

Trade 3uotas

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Globali>ation -orces: Go#ernmenri#ers

eduction o4 tari= barriers eduction o4 nontari= barriers

Creation o4 ne" tradin$ blocs

ecline in the role o4 $o#ernment as

producers and consumers /arket liberali>ation and pri#ati>atio

Adoption o4 common standards

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Scope

)conomic

&

emo$raphic trends

Comparati#e

Ad#anta$e

Ta 8ncenti#es P

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/arketin$ Strate$% +pt

Domestic frm:8t restricts e=orts to home ma

Exporting frm: 8t epands sales be%ond its hborders

International frm: 8t modi9es products 4or 4omarkets or introduces ne" items

Multinational frm: While head6uartered in nation. 50@ o4 its sales;pro9ts are 4rom multipnations

Global frm: 8ts domestic sales are relati#el% lrelies more on 4orei$n transactions

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-actors to e#aluateCultural Environment

Standards o4 beha#ior

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The Cultural )n#ironmeA culture is a group o people sharing a distinctive

B 8nade6uate in4ormation about 4orei$n culture is a commo4 marketin$ errors

B e#elopin$ countries o4ten ha#e limited census data inpoor communication tools and limited technolo$ical ac

B

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Sta$es o4 )conomice#elopment

Industrialized Countries i$h literac% rate

/odern technolo$% i$h percapita GP

Developing Countri isin$ education 8mpro#in$ techn isin$ percapita

Less Developed Co

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Strate$ic e#aluation b% t%pe oor$anisation

Low

Medium

High

E%"or

Commitment&esource 'eeds

Control&isk

Pro(tPotential

)le%ibilit*

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/ethods o4 Product Plann

+traight E%tension: a 9rm makes and marsame product 4or domestic and 4orei$n sales

Product ,da"tation: domestic products armodi9ed to meet 4orei$n lan$ua$e needs cureli$ious belie4s taste pre4erences climates

electrical re6uirements la"s and;or other 4a -ackward Invention: a 9rm appeals to de#

and lessde#eloped nations b% makin$ producomple than it sells domesticall%

)orward Invention: a 9rm de#elops ne" p4or its international markets

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/arketin$ Plan +ption

Global ,""roach: A commmarketin$ plan is used 4or e

'on.standardi/ed ,""rocountr% is $i#en a separate plan

Glocal ,""roach(thinkgact local):This combinesstandardi>ed and nonstandplans and lets a 9rm $ain peIciencies ha#e a consisteha#e home oIce control asensiti#e and responsi#e to

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Promotion Plannin$

8t depends on the o#erlap o4audiences lan$ua$esimilarities and thea#ailabilit% o4 media

Campai$ns can be $lobal

nonstandardi>ed or $local

-irms sometimes $lobali>epromotions 4or ima$epurposes

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Pricin$ Plannin$

8tconsiders "hether prices shouldbe standardi>ed the le#el at "hichprices are set the currenc% in "hichprices are 6uoted and terms o4 sale

um"ing is in#ol#ed i4 a 9rm sellsa product in a 4orei$n countr% at aprice lo"er than that pre#ailin$ inits home market belo" the cost o4production or both. uties ma% bele#ied on JdumpedK products

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istribution Plannin$

istribution in each international market re6uires pl

8t encompasses the selection and use o4 resellers aph%sical mo#ement o4 products

Go#ernment restrictions costs transportation poor

conditions and other limitations ma% alter distribut

8n#entor% stora$e and reorderin$ ma% be a=ected "arehouse a#ailabilit%

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Session Summar%

This session de9ned domestic international a$lobal marketin$

We looked at the contet concept and scope ointernational marketin$

We e#aluated ho" the cultural economic politle$al and technolo$ical en#ironments impactinternational markets

We anal%>ed the sta$es in the de#elopment o4 international marketin$ strate$%

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An% 3uestions PleaseL