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International Marketing15thedition

Philip R. Cateora, Mary C. Gilly, and John L. Graham

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Events and TrendsAffecting Global Business

The rapid growth of the orld Trade!rgani"ation #T!$ and %&'T& and ()

The trend toward the a**eptan*e of the freemarket +y+tem among deeloping *o-ntrie+ in

Latin &meri*a, &+ia, and (a+tern (-rope The -rgeoning impa*t of the Internet, moile

phone+, and other gloal media on thedi++ol-tion of national order+

The mandate to properly manage the re+o-r*e+and gloal enironment for the generation+ to*ome

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Internationalization ofU.. Business

'oreign *ompanie+ are here to +tay in the )./.and *ompete with ). /. *ompanie+

The great worldwide a*0-i+ition+ oth y ). /.and foreign *ompanie+

Gloal market+ are a ne*e++ity

'oreign earning+ a higher per*entage of profit+

M-ltinational+ o-tperform dome+ti* firm+

Gloal al-e in*rea+ed thro-gh gloaldier+ifi*ation

Inten+ifying dome+ti* *ompetition

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International !ar"eting

International marketing i+ defined a+ theperforman*e of -+ine++ a*tiitie+ de+igned toplan# price# pro$ote# and direct the flowof a *ompany+ good+ and +eri*e+ to*on+-mer+ or -+er+ in more than one nation+for a profit.

The differen*e i+ the 2enironment3

Competition, legal re+traint+, goernment *ontrol+,weather, fi*kle *on+-mer+, e*onomi* *ondition+,te*hnologi*al *on+traint+, infra+tr-*t-re *on*ern+,*-lt-re, and politi*al +it-ation+.

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The International !ar"eting Tas"

Exhibit 1.3

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elf%Reference &riterion'R&(

/elf4Referen*e Criterion #/RC$ i+ an-n*on+*io-+ referen*e to one+ own *-lt-ralal-e+, eperien*e+, and knowledge a+ a a+i+for de*i+ion.

Ri+k of /RC6

Preent yo- from e*oming aware of *-lt-raldifferen*e+

Infl-en*e the eal-ation of the appropriatene++of a dome+ti*ally de+igned marketing mi for aforeign market

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&ross%&ultural Analysis

1. 7efine -+ine++ prolem or goal in home4*o-ntry *-lt-ral trait+, hait+, or norm+

8. 7efine -+ine++ prolem or goal in foreign4*o-ntry *-lt-ral trait+, hait+, or norm+ thro-gh

*on+-ltation with natie+ of target *o-ntry9. I+olate the /RC infl-en*e and eamine it

*aref-lly to +ee how it *ompli*ate+ the prolem

:. Redefine the prolem witho-t /RC infl-en*eand +ole for the optim-m -+ine++ goal+it-ation

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International !ar"etingInvolve$ent % tages

No DirectForeign Marketing

No DirectForeign Marketing

Infrequent ForeignMarketing

Infrequent ForeignMarketing

Regular ForeignMarketing

Regular ForeignMarketing

InternationalMarketing

InternationalMarketing

GlobalMarketingGlobal

Marketing

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)o *irect +oreign!ar"eting ,Reactive

Prod-*t+ 2indire*tly3 rea*h foreign market+ Trading *ompanie+

'oreign *-+tomer+ who *onta*t firm

7ome+ti* whole+aler+;di+tri-tor+

e order+

'oreign order+ +tim-late a *ompany+ intere+tto +eek additional international +ale+

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Infre-uent +oreign!ar"eting ,Reactive

Ca-+ed y temporary +-rpl-+e+ /ale+ to foreign market+ are made a+ good+

e*ome aailale

'irm ha+ little or no intention of maintaining*ontin-o-+ market repre+entation

'oreign +ale+ a*tiity de*line+ and i+withdrawn when dome+ti* demand in*rea+e+

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Regular +oreign!ar"eting ,Proactive

7edi*ated prod-*tion *apa*ity for foreignmarket+

/trategy6

'irm employ+ dome+ti* or foreign intermediarie+ )+e+ it+ own +ale+ for*e or +ale+ +-+idiarie+

Prod-*t+ are adapted for foreign market+ a+dome+ti* demand grow+

'irm+ depend on profit+ from foreign market+

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International !ar"eting ,Proactive

'-lly *ommitted and inoled in foreign market+and international a*tiitie+

Prod-*tion take+ pla*e on foreign +oil earning

firm+ the M%C #M-ltinational Corporation$ title 'edder+ eing 2proa*tie63

Looked to &+ia for f-t-re growth after +tymied)./. +ale+

7e+igned new type+ of air *onditioner -nit for theChine+e market

Plan to introd-*e new prod-*t in the )./G diaper+$ -t a

m-ltidome+ti* +trategy for another prod-*t#international market orientation ? P>G detergent+$.

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