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Global
MKTG 1064

Lecture One:
INTRODUCTION TO GLOBAL MARKETING

JAN 2013 Semester

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LEARNING OUTCOMES OF THE COURSE
(READ YOUR COURSE GUIDE !!!)

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ASSIGNMENT: GROUP REPORT (50%)
(3000- 5000 word Marketing Plan/ Feasibility Study)

Note: make sure the proportion of content that you write matches the marks distribution

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PREPARING FOR THE GM PROJECT REPORT
1. The project must be researched progressively- last minute work would lead to poor grades 2. You have been given guideline by RMIT lecturer on “minimum research requirements” standards 3. A lot of work is needed on secondary data sources for the country analysis and company analysis 4. I will be posting progressive guidelines on how to approach the project BUT you must take the initiative and start on the work early! 1-4

THE REQUIRED TEXT
International Marketing: Asia-Pacific Edition 3rd Edition BY: Masaaki Kotabe, Sween Hoon Ang, Kathleen Griffiths, Al Marshall, Ranjit Voola, Kristiaan Helsen Wiley (2011)

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INTERNATIONAL VERSUS GLOBAL MARKETING
1. 2. 3. 4. 5. 6. Book is International Marketing Course is called ‘Global Marketing’ Is there a difference? Yes and No depending on different definitions We will deal with global strategy later For the time being, lets assume we are dealing with common material

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THE TEXT AND LEARNING RESOURCES:
1. Will use the Kotabe text as a framework for each lecture 2. But may also include additional materials to supplement the concepts 3. Notes are NOT sufficient – MUST read the text! 4. Back of chapter questions and short answers 5. Sample examination questions shown by relevant topics 6. Videos shown in lecture to supplement learning concepts- make sure you are present 1-7

IMPORTANCE OF STUDYING GLOBAL MARKETING
1. 2. 3. 4. 5. 6. 7. Career prospects The rapid globalization of markets Cross-cultural adaptation Dealing with foreign customers Marketing research capabilities Widening your horizons and current affairs On the whole, an interesting course to study a. Get to apply your previous learning of marketing b. Knowing how to adapt the marketing strategies in different global markets 1-8

Chapter 1
INTRODUCTION TO INTERNATIONAL MARKETING

LEARNING OBJECTIVES OF CHAPTER ONE
1. Discuss the evolution of global marketing 2. Outline key processes involved in planning, implementing and monitoring an international marketing strategy 3. Understand the comparative advantage, international product cycle and internalization theories in relation to international trade and investment

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Overview of International Marketing

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DEFINITIONS:
1. The process of planning and conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and organizations (Czinkota, et al. 2007). 2. 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 (Cateora, 2008)

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OVERVIEW
1. International / Global Marketing: recognizes competitive pressures and market opportunities 2. Companies cannot be insulated 3. Concept of ‘borderless’- transcending national and political boundaries 4. Many organizations today have complex networks of inter-related production and sales operations located across the world

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DOMESTIC AND INTERNATIONAL MARKETING
1. Concepts and principles nearly the same 2. Similar processes for strategy development and implementation 3. But greater complexity for IM a. Language b. Culture c. Legal and political systems

4. Managers must have cross-cultural empathy

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What is Global Marketing?
• Domestic Marketing
– Carried out within a defined national or geographic boundary – Relatively free to plan, implement and control marketing plans within a known marketing environment

• International Marketing
– Begins to explore markets...
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