Introduction to International Marketing

Source: www.bing.com/imagesBy: Sandra Lorena

International marketing opinions

Source: Linoit.com/canvas/Marketingdefinition

What it is:

Analysis presented by Tatiana Hernández

What it is not:

Analysis presented by Tatiana Hernández

Everything has its beginning: International marketing is not

the exception

The progression of becoming a global marketer

Degree of marketing involvement and commitment

Market studies required Or different experiences

Firm expectations

Source: www.bing.com/images

“These decisions should reflect considerable study and analysis of market potential and

company capabilities—a process not always followed”. Cateora (2013)

Source: www.bing.com/images

Stages of International marketing involvement

1. No Foreign Direct

Marketing

2. Infrequent Foreign

Marketing

More reactive = Lack of strategic thinking

Stages of International marketing involvement

3. Regular Foreign

Marketing

4. International Marketing

5. Global Marketing

as ancillary to the domestic

operation

as a crucial aspect of sales revenue generation but treats each market as

a separate entity.

One market

International marketing definition

It is the performance of business activities, including pricing, promotion, product, and

distribution decisions, across national borders.

To be in more than one nation for more

profit

International marketing task

Source: International marketing, 15th edition. Cateora et all (2013

Environmental adaptation needed Focused on culture Culture is uncontrollable Uncontrollable is difficult to measure and to

recognize its impact Impact could be positive or negative Positive or negative impact varies according to

cultural influences Cultural influences support the task of cultural

adjustments

Imageswww.bing.com (2010). Retrieved February 4th, 2016.

http://www.callcentrehelper.com/images/stories/2010/exceed-expectations-510.jpg

www.bing.com (2010). Retrieved February 8th, 2016. http://macanta.com.au/mcnta-wp/wp-content/uploads/2010/01/Capability-Skills.png

BookCateora, P. Gilly, M. Graham, J. (2013). International marketing. 15th edition.

McGraw Hill.