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    Nature of International Marketing

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    Akansha Nigam
    This document provides an overview of key concepts in international marketing. It defines international marketing and discusses the process of internationalization. It also examines multinational corporations and their characteristics such as size, structure, performance, and behavioral attitudes. Finally, it outlines several benefits of engaging in international marketing such as survival, growth, sales, profits, and understanding of marketing processes.

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    Nature of International Marketing

    Uploaded by

    Akansha Nigam
    21 views13 pages
    This document provides an overview of key concepts in international marketing. It defines international marketing and discusses the process of internationalization. It also examines multinational corporations and their characteristics such as size, structure, performance, and behavioral attitudes. Finally, it outlines several benefits of engaging in international marketing such as survival, growth, sales, profits, and understanding of marketing processes.

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    Chapter1

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    This document provides an overview of key concepts in international marketing. It defines international marketing and discusses the process of internationalization. It also examines multinational corporations and their characteristics such as size, structure, performance, and behavioral attitudes. Finally, it outlines several benefits of engaging in international marketing such as survival, growth, sales, profits, and understanding of marketing processes.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    21 views13 pages

    Nature of International Marketing

    Uploaded by

    Akansha Nigam
    This document provides an overview of key concepts in international marketing. It defines international marketing and discusses the process of internationalization. It also examines multinational corporations and their characteristics such as size, structure, performance, and behavioral attitudes. Finally, it outlines several benefits of engaging in international marketing such as survival, growth, sales, profits, and understanding of marketing processes.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 13

    Chapter 1

    Nature of International
    Marketing
    Challenges and Opportunities
     Process of International Marketing
     International Dimensions of Marketing
     Domestic Marketing vs. International Marketing
     Multinational Corporations (MNCs)
    - Pros and Cons
    - Multinationality and Market Performance
    - Characteristics of MNCs
     The Process of Internationalization
     Benefits of International Marketing
    Definition of International Marketing

     Multinational process of planning and


    executing the conception, pricing, promotion,
    and distribution of ideas, goods, and services
    and to create exchanges that satisfy
    individual and organizational objectives
    Dimensions of Marketing
     Consumer Marketing vs. Business-to-Business
    Marketing
     Domestic Marketing vs. Foreign Marketing
     Comparative Marketing
     International Marketing vs. Global/Multinational
    Marketing
     Domestic Marketing vs. International Marketing
    - similar in nature but not in scope (scale)?
    - different in degree but not in kind?
    MNCs (MULTINATIONAL
    CORPORATIONS)

     Cons
    - Exploitation
    - Erosion of a Nation's Sovereignty
     Pros

    - Power and Prestige


    - Social Responsibility
    - Market Performance
    Characteristics of MNCs

     Definition by Size
    - market value
    - sales
    - profits
    - assets
    - number of employees
    Characteristics of MNCs

     Definition by Structure
    - number of countries in which the firm does
    business
    - citizenship of corporate owners and top
    managers
    Characteristics of MNCs

     Definition by Performance
    - commitment of corporate resources to foreign
    operations
    - amount of rewards from that commitment
    Characteristics of MNCs

     Definition by Behavior
    - ethnocentricity
    - polycentricity
    - geocentricity
    Behavior/ Attitude

     Ethnocentricity
    - orientation toward home country
    - centralization of decision making
    - efficient but not effective
    Behavior/ Attitude

     Polycentricity
    - strong orientation to host country
    - decentralization of decision making
    - effective but not efficient
    Behavior/ Attitude

     Geocentricity
    - world orientation
    - centralization + decentralization +
    coordination
    - efficient and effective
    Benefits of International Marketing

     Survival and Growth


     Sales and Profits
     Diversification
     Inflation and Price Moderation
     Employment
     Standards of Living
     Understanding of Marketing Process

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