international marketing 
Inter-Mar L1
objectives basic concepts=international marketing,internationalization,global orientation etc. why and how firms go international=inter, external motivations different types of inter-mar-organizations=5types
definition the marketing of goods and services across national boundaries
it involves; identifying international marketing opportunities providing products and services that meet international market needs communicating with international audiences delivering products internationally using one or more foreign market entry modes
reasons of going international (leonidou et al,2007) have internal and external; domestic market saturation饱和 economies of scale* end of PLC in domestic market hedge against抵制 recession lower production costs absence of competition overseas emergence出现 of new markets national interests* foreign competition in domestic market geographic diversification* to capitalise on overseas incentives*
how does internationalization occur (johanson and wiedersheim - paul,1975) it is the process by which a company enters a foreign market
the Uppsala model(sequential); irregular exports exports via agents sales subsidiary production/manufacturing (firms move initially to countries which are culturally similar, thereafter to more dissimilar)
born global firms*
what type of companies are able to internationalize through a born global process* what technology has made this type of expansion possible*
the globalization process domestic marketing/orientation- ethnocentrism民族型 -focus is solely on the domestic market -marketing strategy is developed based on information about domestic customers needs and wants, industry trends, economic, technological, and political environments at home. -they may compete with both domestic and overseas competition -domestic marketers tend to be ethnocentric and pay little attention to global marketing environment. -all
objectives basic concepts=international marketing,internationalization,global orientation etc. why and how firms go international=inter, external motivations different types of inter-mar-organizations=5types
definition the marketing of goods and services across national boundaries
it involves; identifying international marketing opportunities providing products and services that meet international market needs communicating with international audiences delivering products internationally using one or more foreign market entry modes
reasons of going international (leonidou et al,2007) have internal and external; domestic market saturation饱和 economies of scale* end of PLC in domestic market hedge against抵制 recession lower production costs absence of competition overseas emergence出现 of new markets national interests* foreign competition in domestic market geographic diversification* to capitalise on overseas incentives*
how does internationalization occur (johanson and wiedersheim - paul,1975) it is the process by which a company enters a foreign market
the Uppsala model(sequential); irregular exports exports via agents sales subsidiary production/manufacturing (firms move initially to countries which are culturally similar, thereafter to more dissimilar)
born global firms*
what type of companies are able to internationalize through a born global process* what technology has made this type of expansion possible*
the globalization process domestic marketing/orientation- ethnocentrism民族型 -focus is solely on the domestic market -marketing strategy is developed based on information about domestic customers needs and wants, industry trends, economic, technological, and political environments at home. -they may compete with both domestic and overseas competition -domestic marketers tend to be ethnocentric and pay little attention to global marketing environment. -all