Global Marketing Ch.1

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<Chapter 1>

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 profit.

Difference between domestic VS international
* International marketing activities take place in more than one country. * Complexity and diversity found in international marketing

International Marketing Task
: Deal with at least two levels of uncontrollable uncertainty. : Uncertainty is created by the uncontrollable elements.
: Each country has own unique set of uncontrollable factors.

The international Marketing Task
1. Controllable
* Firm characteristics
* Price
* Product
* Promotion
* Channels of distribution
* Research

2. Domestic environment (Uncontrollable)
* Political/legal forces
* Competitive structures
* Economic climate

3. Foreign environment (uncontrollable)
* Political/legal forces
* Cultural forces
* Geography and infrastructure
* Structure of distribution
* Level of technology
* Competitive forces
* Economic forces

Aspects of the Domestic Environment
: A “political decision” involving domestic foreign policy can have a direct effect on a firm’s international marketing success. : The “domestic economic climate” gives far-reaching effects on a company’s competitive position in foreign market. : “Competition within the home country” can also have a profound effect on the international marketer’s task.

*** The key to successful international marketing is adaptation to environmental differences from one market to another.

Self-reference Criterion (SRC): 자기 중심적 사고
* The primary obstacles to success in international marketing. * Unconscious reference to one’s own cultural values, experiences and knowledge as a basis for decisions.

Ethnocentrism (자문화 중심주의: 자기 문화의 기준에 따라서 다른 문화를 해석하는...
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