1
,Table of Contents
Part 1: Analysis ......................................................................................................................... 6
Chapter 1: An introduction to international marketing .......................................................... 6
Learning objectives: ......................................................................................................................... 6
The international marketing environment ..................................................................................... 9
Differences between international and domestic marketing....................................................... 11
Chapter 2: The world trading environment ........................................................................... 14
Learning objectives......................................................................................................................... 14
External factors impacting governments and business ......................................................... 14
The reasons country’s trade ................................................................................................... 14
How comparative advantage is achieved ...................................................................................... 14
The international product life cycle .............................................................................................. 15
Barriers to world trade .................................................................................................................. 16
The development of world trading groups ................................................................................... 18
Forms of marketing agreement ..................................................................................................... 18
Chapter 3: Social and Cultural considerations in International Marketing ........................ 20
Layers of culture ............................................................................................................................. 20
The component of culture .............................................................................................................. 20
Analysing Cultures and the implications for consumer behaviour ............................................ 22
Self-reference criterion................................................................................................................... 22
Cross-cultural analysis ................................................................................................................... 23
Hofstede’s cultural dimensions...................................................................................................... 24
Culture/communication typologies ............................................................................................... 24
Social and cultural influences in B2B marketing......................................................................... 25
Chaper 4: International marketing research and opportunity analysis ............................... 28
The role of marketing research and opportunity analysis .......................................................... 28
What is big data telling us .............................................................................................................. 28
International marketing segmentation ......................................................................................... 30
Geographic segmentation criteria: .......................................................................................................... 30
Transnational segmentation criteria: ...................................................................................................... 31
The marketing profile analysis ...................................................................................................... 33
Primary research in international markets .................................................................................. 34
Problem discovery and definition report ...................................................................................... 35
The collection of primary data .................................................................................................................... 35
Part 2: Strategy development .................................................................................................. 37
Chapter 5: International niche marketing strategies for small and medium sized
enterprises................................................................................................................................ 37
The nature of SME international marketing strategies .............................................................. 38
2
, Motivation ................................................................................................................................................... 38
Barriers to internationalization .................................................................................................................... 39
Niche marketing .......................................................................................................................................... 39
Direct marketing and ecommerce ............................................................................................................... 39
The nature of international development ..................................................................................... 40
Geographic development of SMEs ............................................................................................................. 40
Entrepeneur and family networks ................................................................................................ 41
Where the SME is born global .................................................................................................................... 41
Developing relationships ............................................................................................................................. 42
International strategic marketing management in SMEs ........................................................... 42
The McKinsey 7S framework ..................................................................................................................... 42
The generic marketing strategies for SME internationalization .................................................................. 42
The factors which affect the choiche of an SME’s international marketing strategy .................................. 43
Organization structure ................................................................................................................................. 44
Chapter 6: Global strategies ................................................................................................... 46
The alternative views of globalization........................................................................................... 46
The drivers of globalization ........................................................................................................................ 46
Alternative Strategic responses ..................................................................................................... 47
The international competetive posture ........................................................................................................ 47
Global strategy drivers ................................................................................................................................ 48
Standardization and adaptation ................................................................................................................... 49
Globally standardized strategy .................................................................................................................... 50
Regional strategy......................................................................................................................................... 51
International marketing management for global firms .............................................................. 51
Managing diverse and complex activities across a range of similar but often disparate markets and cultures
.................................................................................................................................................................... 52
Organization structure for transnational firms ............................................................................................ 52
Control ........................................................................................................................................................ 53
Chapter 7: Marketing entry strategies ................................................................................... 54
The alternative market entry methods ......................................................................................... 54
Indirect exporting ........................................................................................................................... 56
Direct exporting .............................................................................................................................. 56
Foreign manufacturing strategies without direct investment ..................................................... 58
Cooperative strategies .................................................................................................................... 60
Chapter 8: International product and service management ................................................. 61
The nature of products and services....................................................................................... 61
International product and service marketing .............................................................................. 61
The components of the international product offer ............................................................... 62
Factors affecting international product and service management ....................................... 64
Environmental and social responsibility issues ............................................................................ 65
Product policy.......................................................................................................................... 65
Managing product across borders .......................................................................................... 66
Image, Branding and positioning ........................................................................................... 68
Branding strategies ......................................................................................................................... 69
3
, Brand Piracy ................................................................................................................................... 69
Positioning ....................................................................................................................................... 69
Innovation and new product development (NPD) ................................................................. 70
The new product development process ......................................................................................... 70
R&D (Research and development) Strategies .............................................................................. 71
Part 3: Implememtation .......................................................................................................... 71
Chapter 9: International communications ............................................................................ 72
The role of marketing communications ................................................................................. 72
Communicating product and service differentiation .................................................................. 74
Communicating the corporate identity to international stakeholders ....................................... 74
The fundamental challenges for international marketing communications ........................ 75
International marketing communications, standardization and adaption ................................ 76
International marketing communication strategy ................................................................. 76
Communicating with existing and potential customers .............................................................. 77
The integration of communications ....................................................................................... 77
Coordination and planning of the international marketing communications strategy ............ 78
The marketing communication tools ...................................................................................... 78
Developing profitable, long term marketing relationships .................................................... 80
Database development .................................................................................................................... 80
Customer relationship management (CRM) ................................................................................ 80
Chapter 10: The management of international distribution and logistics............................ 81
The challenges in managing an international distribution strategy ..................................... 81
1) Selecting foreign country market intermediaries (in het buitenland) .............................. 82
Channel selection ............................................................................................................................ 83
2)Building relationships in foreign market channels (buitenlandse markt kanalen) .......... 84
3)Trends in retailing in international markets ...................................................................... 85
The globalization of retailing ......................................................................................................... 86
Marketing implications for development of international distribution strategies.................... 87
Internet retailing ............................................................................................................................. 87
4)The management of the physical distribution of goods ..................................................... 88
The logistics approach to physical distribution ........................................................................... 88
The restructuring of physical distribution operations ................................................................ 88
(5) Manage the logistics of physically distributing products across foreign markets .......... 90
Chapter 11: Pricing for international markets ...................................................................... 90
Domestic vs international pricing........................................................................................... 91
The factors affecting international pricing decisions ............................................................ 91
4
,Table of Contents
Part 1: Analysis ......................................................................................................................... 6
Chapter 1: An introduction to international marketing .......................................................... 6
Learning objectives: ......................................................................................................................... 6
The international marketing environment ..................................................................................... 9
Differences between international and domestic marketing....................................................... 11
Chapter 2: The world trading environment ........................................................................... 14
Learning objectives......................................................................................................................... 14
External factors impacting governments and business ......................................................... 14
The reasons country’s trade ................................................................................................... 14
How comparative advantage is achieved ...................................................................................... 14
The international product life cycle .............................................................................................. 15
Barriers to world trade .................................................................................................................. 16
The development of world trading groups ................................................................................... 18
Forms of marketing agreement ..................................................................................................... 18
Chapter 3: Social and Cultural considerations in International Marketing ........................ 20
Layers of culture ............................................................................................................................. 20
The component of culture .............................................................................................................. 20
Analysing Cultures and the implications for consumer behaviour ............................................ 22
Self-reference criterion................................................................................................................... 22
Cross-cultural analysis ................................................................................................................... 23
Hofstede’s cultural dimensions...................................................................................................... 24
Culture/communication typologies ............................................................................................... 24
Social and cultural influences in B2B marketing......................................................................... 25
Chaper 4: International marketing research and opportunity analysis ............................... 28
The role of marketing research and opportunity analysis .......................................................... 28
What is big data telling us .............................................................................................................. 28
International marketing segmentation ......................................................................................... 30
Geographic segmentation criteria: .......................................................................................................... 30
Transnational segmentation criteria: ...................................................................................................... 31
The marketing profile analysis ...................................................................................................... 33
Primary research in international markets .................................................................................. 34
Problem discovery and definition report ...................................................................................... 35
The collection of primary data .................................................................................................................... 35
Part 2: Strategy development .................................................................................................. 37
Chapter 5: International niche marketing strategies for small and medium sized
enterprises................................................................................................................................ 37
The nature of SME international marketing strategies .............................................................. 38
2
, Motivation ................................................................................................................................................... 38
Barriers to internationalization .................................................................................................................... 39
Niche marketing .......................................................................................................................................... 39
Direct marketing and ecommerce ............................................................................................................... 39
The nature of international development ..................................................................................... 40
Geographic development of SMEs ............................................................................................................. 40
Entrepeneur and family networks ................................................................................................ 41
Where the SME is born global .................................................................................................................... 41
Developing relationships ............................................................................................................................. 42
International strategic marketing management in SMEs ........................................................... 42
The McKinsey 7S framework ..................................................................................................................... 42
The generic marketing strategies for SME internationalization .................................................................. 42
The factors which affect the choiche of an SME’s international marketing strategy .................................. 43
Organization structure ................................................................................................................................. 44
Chapter 6: Global strategies ................................................................................................... 46
The alternative views of globalization........................................................................................... 46
The drivers of globalization ........................................................................................................................ 46
Alternative Strategic responses ..................................................................................................... 47
The international competetive posture ........................................................................................................ 47
Global strategy drivers ................................................................................................................................ 48
Standardization and adaptation ................................................................................................................... 49
Globally standardized strategy .................................................................................................................... 50
Regional strategy......................................................................................................................................... 51
International marketing management for global firms .............................................................. 51
Managing diverse and complex activities across a range of similar but often disparate markets and cultures
.................................................................................................................................................................... 52
Organization structure for transnational firms ............................................................................................ 52
Control ........................................................................................................................................................ 53
Chapter 7: Marketing entry strategies ................................................................................... 54
The alternative market entry methods ......................................................................................... 54
Indirect exporting ........................................................................................................................... 56
Direct exporting .............................................................................................................................. 56
Foreign manufacturing strategies without direct investment ..................................................... 58
Cooperative strategies .................................................................................................................... 60
Chapter 8: International product and service management ................................................. 61
The nature of products and services....................................................................................... 61
International product and service marketing .............................................................................. 61
The components of the international product offer ............................................................... 62
Factors affecting international product and service management ....................................... 64
Environmental and social responsibility issues ............................................................................ 65
Product policy.......................................................................................................................... 65
Managing product across borders .......................................................................................... 66
Image, Branding and positioning ........................................................................................... 68
Branding strategies ......................................................................................................................... 69
3
, Brand Piracy ................................................................................................................................... 69
Positioning ....................................................................................................................................... 69
Innovation and new product development (NPD) ................................................................. 70
The new product development process ......................................................................................... 70
R&D (Research and development) Strategies .............................................................................. 71
Part 3: Implememtation .......................................................................................................... 71
Chapter 9: International communications ............................................................................ 72
The role of marketing communications ................................................................................. 72
Communicating product and service differentiation .................................................................. 74
Communicating the corporate identity to international stakeholders ....................................... 74
The fundamental challenges for international marketing communications ........................ 75
International marketing communications, standardization and adaption ................................ 76
International marketing communication strategy ................................................................. 76
Communicating with existing and potential customers .............................................................. 77
The integration of communications ....................................................................................... 77
Coordination and planning of the international marketing communications strategy ............ 78
The marketing communication tools ...................................................................................... 78
Developing profitable, long term marketing relationships .................................................... 80
Database development .................................................................................................................... 80
Customer relationship management (CRM) ................................................................................ 80
Chapter 10: The management of international distribution and logistics............................ 81
The challenges in managing an international distribution strategy ..................................... 81
1) Selecting foreign country market intermediaries (in het buitenland) .............................. 82
Channel selection ............................................................................................................................ 83
2)Building relationships in foreign market channels (buitenlandse markt kanalen) .......... 84
3)Trends in retailing in international markets ...................................................................... 85
The globalization of retailing ......................................................................................................... 86
Marketing implications for development of international distribution strategies.................... 87
Internet retailing ............................................................................................................................. 87
4)The management of the physical distribution of goods ..................................................... 88
The logistics approach to physical distribution ........................................................................... 88
The restructuring of physical distribution operations ................................................................ 88
(5) Manage the logistics of physically distributing products across foreign markets .......... 90
Chapter 11: Pricing for international markets ...................................................................... 90
Domestic vs international pricing........................................................................................... 91
The factors affecting international pricing decisions ............................................................ 91
4
