International marketing handout 2022-P1.ppt

International marketing

1. INTERNATIONAL
MARKETING
MANAGEMENT

2. COURSE OUTLINE

3. COURSE RESOURCES
•Text book:
+ International Marketing, Philip R. Cateora, Mary C. Gilly,
John L. Graham (2020)
•Reference:
+ Global Marketing, Svend Hollensen, 8
th
ed, 2020, Pearson
+ Marketing Management, Phillip Kotler, Kevin Lane Keller &
Alexander Chermev (2020)
•Case studies in lectures
•Slides

4. GRADING
•Contribution on class discussion (individual): 5% Attendance, 5%
Contribution
•Midterm assignment: 30%
•Final Exam: 60%
•Bonus marks: group activities, cesim simulation

5. MIDTERM ASSESSMENT:
WRITING REPORT & PRESENTATION (10 MINUTES/GROUP)
Team of 4-6 students: Report (word limit: 2000)
Students are required to produce a comprehensive global marketing report on an international market for a
chosen company (chosen by the lecturer)
1. Provide a brief background on the company/product (10% of word count) – make sure the background is
relevant to a global marketing report. (Do not provide the history of the company/product)
 2. Choose two international markets that the company/ brand/ product are already operating in
-Using global marketing model(s) for international market selection, compare both international markets
Firstly you must discuss at least one model that could be used when reviewing market selection.
Secondly you must justify your market selection criteria, and why this selection criteria supports a
comparison of two markets for your chosen company. e.g. consumer spending power, demographics etc.
-You must apply your chosen market selection criteria (you may want to use a table to help you compare
the two markets),
-Summarise why your company choose these markets. (40% of word count)
 3. Analyse the method of market entry used by your company/ product to enter one of these markets, and
evaluate if this entry method was the best option. Justify your evaluations using academic theory,
research and/or evidence. (30% of word count)
4. Review marketing strategies (e.g. product adaptations/ communication mix) that were used to ensure
success in an international market. (20% of word count).

6. GROUP BONUS MARKS
Case study
Short presentation

7. I N
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CHAPTER 1: Overview of MarketingCHAPTER 1: Overview of Marketing

8. CONTENT

9. CONTENT

10. DEFINITIONS OF MARKETING
AMA, 2013
Marketing is the activity, set
of institutions, and processes
for creating, communicating,
delivering, and exchanging
offerings that have value for
customers, clients, partners,
and society at large.
Offerings is some combination
of products, services,
information, or experiences
offered to a market to satisfy
a need or want.

11. DEFINITIONS OF MARKETING
Philip Kotler, 2017

12. CUSTOMER-PERCEIVED VALUE
The customer’s evaluation of the difference
between all the benefits and all the costs of a
marketing offer relative to those of competing
offers.

13. MARKETING DEVELOPMENT

14. FUNCTIONS OF MARKETING

15. Sales Trade BrandCustomer
Agency
ATL
Media
Agency
BTL
Supplier
Analysis
Agency
Market
Research
(Source: Huy Coca Cola)
MARKETING SYSTEM OF COCA COLA VIETNAM

16. MARKETING MIX

17. CONTENT

18. DEFINITION OF INTERNATIONAL MARKETING
International marketing is the multinational process
of planning and executing the conception,
pricing, promotion, and distribution of ideas,
goods, and services to create exchanges that
satisfy individual and organizational
objectives.
(AMA, cited in Sak Onkvisit and John J. Shaw
2004)

19. DEFINITION OF INTERNATIONAL MARKETING
International marketing is the performance of business
activities designed to plan, price, promote, and direct
the flow of a company’s goods and services to
consumers or users in more than one nation for a
profit.
(Philip R.Cateora, 2012)

20. DEFINITION OF INTERNATIONAL MARKETING
International marketing is the process of planning and
conducting transactions across national borders to
create exchanges that satisfy the objectives of
individuals and the organizations.
(M.R. Czinkota, 2011)

21. INTERNATIONAL DIMENSIONS OF
MARKETING

22. DEVELOPMENT OF THE GLOBAL MARKETING
CONCEPT

23. GLOCALIZATION
“The development and selling of
products or services intended for the
global market, but adapted to suit local
culture and behaviour.
(Think globally, act locally)”
Hollensen, S.( 2012) Essential of Global Marketing. Pearsons. 2
nd
Edition

24. Hollensen, S.( 2012) Essential of Global Marketing. Pearsons. 2
nd
Edition
The glocalization framework

25. Combination of
globalization and
localization
-> Optimize the balance
between standardization
versus adaptation
-> Focusing on the
differences of consumers in
different markets while also
maximizing the benefit of
the similarities.
Dynamic interdependence between head-
quarters and subsidiaries
Ensuring local flexibility while exploiting
the benefits of global integration and
efficiencies (eg. economies of scales)
Ensuring worldwide diffusion of
innovation (Product/service developed
and distributed globally -> common
global technology)
Better product performance in different
use conditions
Penetrate closer to the market ->
Accommodate user/consumers in local
market
Meet local requirements/standards: local
laws, customs or consumer preferences
Greater interest to end user
Excellent local image
BENEFITS OF GLOCALIZATION

26. DISCUSSION
Are domestic and international marketing
similar in nature but not in scope?
Is international marketing nothing but
domestic marketing on a larger scale?

27. CONTENT

28. THE INTERNATIONAL MARKETING TASK

29. THE INTERNATIONAL MARKETING TASK

30. MARKETING DECISION FACTORS
The marketing manager blends price, product, promotion,
channels-of-distribution, and research activities
(controllable elements) to capitalize on anticipated
demand
The controllable elements can be altered in the long run
and, usually, in the short run to adjust to changing
market conditions, consumer tastes, or corporate
objectives.

31. ASPECTS OF THE DOMESTIC ENVIRONMENT
Domestic environment uncontrollable variables include
home-country elements that can have a direct effect on
the success of a foreign venture: political and legal
forces, economic climate, and competition.
The marketer must actively evaluate and, if needed,
adapt. The adaptation of the marketing mix to these
environmental factors determines the outcome of the
marketing enterprise

32. ASPECTS OF THE FOREIGN ENVIRONMENT
Elements in the uncontrollable international environment
include political/legal forces, economic forces,
competitive forces, level of technology, structure of
distribution, geography and infrastructure, and cultural
forces.
These forces constitute the principal elements of
uncertainty an international marketer must cope with in
designing a marketing program.

33. DEVELOPMENT OF AN INTERNATIONAL
MARKETING PLAN

34. DEVELOPMENT OF AN INTERNATIONAL
MARKETING PLAN

35. DEVELOPMENT OF AN INTERNATIONAL
MARKETING PLAN

36. DEVELOPMENT OF AN INTERNATIONAL
MARKETING PLAN

37. CONTENT

39. INTERNATIONALIZATION MOTIVES

40. INTERNATIONALIZATION MOTIVES

41. INTERNATIONALIZATION TRIGGERS
Internal or external events taking place to initiate internationalization.