What is Internationalisation of Markets? - Eye on the Market
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Transcript of What is Internationalisation of Markets? - Eye on the Market
byEileen Henderson
Digital Marketing Specialist
What is Internationalisation of
markets?
Follow Eileen on: LinkedIn/hendersoneileen Twitter @hendersonDMS
International Marketing
“International marketing is the performance of business activities designed to plan, price, promote and direct the flow of the company’s goods and services to consumers or users in more than one nation.”
(Cateora et al, pg.9)
Q: What do these companies have in common?
A: They used to be American companies.
(uncontrollable)Foreign
Environment (uncontrollable)
Domestic Environment
(controllable)Firm characteristics
PromotionProduct Price
Channels of distributionResearch
Environmental (uncontrollable elements)Country market A
Environmental (uncontrollable elements)Country market B
Environmental (uncontrollable elements)Country market C
Political/Legal forces
Competitive Structure
Economic climate
Structure of distribution
Level of technology
Competitive Forces
Economic Forces
Political/Legal forces
Cultural Forces
Geography and Infrastructure
The International Marketing Task
Global Awareness involves:
• Knowledge & understanding of cultures & history
• Reviewing world market potential • Having knowledge & understanding of
global economic, social and political trends (PESTLE factors)
• Tolerance of cultural differences
Stages of International Marketing
• No direct foreign marketing• Infrequent foreign marketing (surplus)• Regular foreign marketing• International marketing• Global marketing
Market Potential | Company Capabilities
References• International Business: Competing in the Global Marketplace, Charles
W.L. Hill• International Marketing, Phillip Cateora, Mary Gilly and John Graham• Principles of International Marketing (9th edition), Czinkota, Ronkainen
& Zvogbo South-Western Cengage Learning