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Summary International Marketing

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  • January 3, 2023
  • 34
  • 2022/2023
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INTERNATIONAL MARKETING



01 PRACTICAL INFORMATION AND INTRODUCTION

- The application of marketing principles to more than one country
 Find international customer needs and satisfy them better than the competition



- 5 decisions:
1. Whether to internationalize
2. What markets to enter
3. Market entry strategies
4. Designing the International Marketing Plan (IMP)
5. Implementing & coordinating the IMP



1. Internationalization vs Globalization

1. Globalization: the change in the world economy to a more interdependent system
 The trend of firms buying, developing, producing and selling product/services in most
countries and regions of the world
 Global economic integration of many formerly national economies into one global
economy



2. Internationalization: the activity of firms on an international scale and the resulting
impact of their activities.
 International, means between or among nations
 International can be limited to a region or a few countries
 A response to Globalization.



- Global marketing
 Finding and satisfying global customer needs
 Coordinating marketing activities
 Depends on the global maturity. This world view of a firm’s business activities can be
described with the “EPRG framework”



 Finding global customer needs and satisfying Centralizatio
n Adaptation
global customer needs better than the
competition.



Standardizati
Delegation
on

, EPRG framework: ethnocentric, polycentric, regio-centric and geocentric.
1. Ethnocentric:
o Home country is ‘superior’
o its needs most relevant
o highly centralized decision-making
o product is a copy-paste of home
o organization & technology same as in home country
+ cheaper, high degree of control, one-way communication

- no full exploitation of opportunities worldwide, inefficient: decisionmakers need to travel a
lot, no opportunity to learn from other cultures



2. Polycentric:
o each country is unique
o decision-making: host country orientation
o highly decentralized
o products & marketing: country-by-country: different conditions for production and
marketing in different locations
o each national market is distinctive
o focus on differences between home country & foreign country
o marketing strategy – localization / adaption
o companies’ basic objective – public acceptance
o will try to adapt to different conditions in order to maximize profits in each location

+ better understanding of local needs, better exploitation of local market potential,
easier targeting with local teams, maximize profits in each location with specific targets

- no economies of Scale, high cost of local responsive marketing mix, lack of coordination
& control, no knowledge transfer between locations



3. Regio-centric:
o The world consist of regions
o These regions will be based on similarities
o Operational strategies formulated based on entire region rather than individual
countries.
o Reasons: easier interaction, some sensitivity towards local, transitional step



4. Geocentric:
o The world is one common market
o Develop global product concepts without adaption to the product, but depends on
the industry
o HQ & subsidiaries collaborate closely

, o Not possible in FMCG, while easier in technology sector
o Downsides: no specific targeting, trend of deglobalization



2. Globalization vs localization
1. Globalization:
 Global integration
 Recognizing the similarities between international markets and integrating them into the
overall global strategy



2. Localization:
 Market responsiveness
 Responding to each market’s wants and needs




 Globalization + Localization = glocalization (think global, act local)

, 02 NTERNAL ANALYSIS

1. Global Marketing & Management Style (LSE vs SME)

- Comparison between LSE’s and SME’s




- Formation of strategy/decision making processes (Management Stule LSE’s and Stategic drift)

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