International Marketing

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BMAKT2201

BMAKT2201 • INTERNATIONAL MARKETING

CHAPTER 1 – INTRODUCTION TO INTERNATIONAL MARKETING
Noraizan Abdul Rashid Faculty of Business Management & Globalization Tel : 603 8317 8833 (Ext 8125) Email: noraizan@limkokwing.edu.my

WHAT IS MARKETING?
• Marketing Involves:
– Focusing on the needs and wants of customers – Identifying the best method of satisfying those needs and wants – Orienting the company towards the process of providing that satisfaction – Meeting organisational objectives BMAKT2201 International Marketing

International Marketing

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WHAT IS INTERNATIONAL MARKETING?
• Different Levels of International

Marketing
– Export marketing – International marketing – Global marketing

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International Marketing

ENVIRONMENTAL INFLUENCES ON INTERNATIONAL MARKETING
Socio/Cultural Language Religion Aesthetics Values and attributes Social organisation Material culture Legal Local domestic laws International law Home domestic law Political Operational restrictions Discriminatory restrictions Physical actions

Economic Developed economies Emerging economies Less developed economies Currency movements BMAKT2201

Environmental Influences on International Marketing

Technological Satellite Communications ISDN Internet WWW The Electronic Superhighway

International Marketing

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SOCIAL / CULTURAL INFLUENCES
• Coca-Cola:
– 2 Litre bottles too big for Spanish fridges – Pronunciation in China – Kooke Koula • ‘A thirsty mouthful of candle wax’

• Johnson’s Floor Wax:
– Made Japanese floors slippery
• The Japanese do not wear shoes indoors

• McDonald’s:
– The white face of ‘Ronald McDonald’
• A white face is seen as a death mask in Japan
BMAKT2201 International Marketing

SOCIAL INFLUENCES
• "Future consumer markets will be concentrated in the fast growing emerging markets where small and large enterprises will find profitable opportunities to meet health ,education and nutrition needs" UN people & tomorrows markets – 80% world population currently live in developing countries – By 2025, 85% population will live in emerging markets – 2 out of every 5 people currently live in China and India – In the next 50 years, the African population will treble BMAKT2201 International Marketing

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REGIONAL BREAKDOWN OF GLOBAL POPULATION (bn)
0 0 0.5 1.0 1.5 2.0 2.5

2.5

Other Asia Africa India China Latin America Europe North America

1995
Source: United Nations (1996)

2050
International Marketing

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WORLD’S MEGA CITIES
• By 2010, 50% of people will live in urban areas • By 2015, the top 5 largest cities will be: • Tokyo-Japan • Bombay- India • Lagos- Nigeria • Dhala-Bangladesh • San Paulo-Brazil Source: United Nations BMAKT2201 International Marketing

26.4 26.1 23.2 21.1 20.4

million million million million million

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ENVIRONMENTAL INFLUENCES ON INTERNATIONAL MARKETING
Legal Local domestic laws International law Home domestic law

Economic Developed economies Emerging economies Less developed economies Currency movements BMAKT2201

Environmental Influences on International Marketing

International Marketing

THE LEGAL ENVIRONMENT
• 3 dimensions in the legal environment:
– local domestic law:
• different in every country

– international law:
• issues include piracy, treaties, patents etc

– domestic laws in the home country:
• export controls, plus duty to abide by national laws in all activities BMAKT2201 International Marketing

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THE ECONOMIC ENVIRONMENT Gross National Income per capita (US$) • • • • • • • • • • • • • Luxembourg USA Denmark Netherlands Germany United Kingdom Singapore Greece Hungary South Africa Poland Chile Uruguay BMAKT2201

48 560 34 280 28 490 27 390 25 420 24 340 21 630 17 520 11 990 10 910 9 370 8 840 8 250...
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