Qualities an international marketer should have


Look at Mini-Case 1.3
3. Levels of International Marketing Involvement and Marketing Concepts in Each Level

Multinational Marketing Multi-domestic Marketing Concepts To cater for the differential customers, companies stress the separate marketing mixes in each country according to the business climate there. Look at Mini-Case 1.4


(3) Selection of Target Markets and Entry Modes
(4) Development and Implementation of International Marketing Program (5) Control of Marketinቤተ መጻሕፍቲ ባይዱ Process
Module One
Deciding Whether to Internationalize
Introduction

In face of globalization, many firms attempt to:
expand their sales into foreign markets to increase their competitiveness make greater profits, acquire larger global market share facilitate access to new products ideas and latest technology

1. Information Search

For large companies, the information search is usually done by the professional research agencies. For the SMEs, managers usually acquire information through internal reports, government agencies, personal contacts and the internet.
Drivers in Business Environment

Competition
Regional Economic Integration China-ASEAN (the Association of Southeast Asian Nations) Free Trade Area and European Union

Technology
Drivers in Business Environment

Improvement in Transportation and Telecommunication Look at Mini-Case 1.5 High Demand in Developed Countries and Economic Development in Developing Countries




Skill Training 1.1
Discuss in groups the following questions: (1) What companies you think have met challenges when they enter Chinese market? Examples? (2) How can they overcome all the difficulties? (3) What can Chinese companies learn from the above mentioned examples?


3. Levels of International Marketing Involvement and Marketing Concepts in Each Level

Multinational Marketing
Multi-regional Marketing Concepts Companies view world regions as distinct markets which share similar economic, political and cultural traits.

III International Marketing Management Process

(1) Analysis of the International Marketing Environment and Customers (2) Internal Analysis and Marketing Objectives Setting



II The Decision Whether to Internationalize

The decision of internationalization follows these steps:
information search Analyzing international expansion drivers’ identification decision making

Look at Mini-Case 1.1
2. Environment and Challenges of International Marketing
2 Environment and Challenges of International Marketing

Difference in Foreign Society and Culture----Look at Mini-Case 1.2 Difference in Distribution, Infrastructure and Technology Difference in Politics, Economics and Legal System Trade and Non-Trade Barriers International Competition



Experience Transfers to Make Higher Profits and Occupy Larger Global Market Share Acquisition of Technology and Natural Resources

Decision Making




Look at Mini-Case 1.6
Company-based Drivers

Product Life-Cycle Considerations High New-Product Development Costs Economies of Scale and Cheap Labor

Introduction
Companies must first decide after thorough consideration

----whether to enter international markets ----which market to enter ----how to enter this market ----how to develop marketing strategies to adapt to the market ----how to implement and control the international marketing program.

3. Levels of International Marketing Involvement and Marketing Concepts in Each Level Global Marketing Global Marketing Concept Companies believe that consumers from different countries have similar demands and preferences. They do not focus on the country difference, but on the demographic, psychological and other variables.

2. Identify Drivers of International Expansion
Drivers
of international expansion are usually in two categories:
drivers
in business environment company-based drivers
Task One
Preparation for International Marketing
I Basic Knowledge of International Marketing
1. Definition of International Marketing International marketing refers to the process of searching and analyzing international environment and foreign customers, planning and executing product design, pricing, promotion and distribution of goods and services to satisfy individual and organizations in more than one country for a profit.