International Business Notes

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International Business Final
Chapter 16: Marketing Globally
- country differences may cause companies to apply marketing principles differently

Marketing Strategies
- worldwide marketing commonly found and market segmentation and targeting

Marketing Orientations
- five common marketing orientations around the world: production, sales, customer, strategic marketing and social marketing

1. Product Orientation
- when companies focus on production and little emphasis is on marketing (commodity sales, passive exports, foreign niches)

2. Sales Orientation
- companies sell abroad what they sell domestically with the same approach – assume consumers are similar

3. Customer Orientation
- country or type of customer is held constant and the product/marketing method varies

4. Strategic Marketing Orientation
- strategy that combines production ,sales and customer orientations

5. Social Marketing Orientation
- environment

Segmenting and Targeting Markets
- by country, by global segment, by multiple criteria, mass markets vs. niche markets,

Why Firms Alter Products
Legal
- labeling requirements, environmental protection regulations, indirect legal considerations, issues of standardization
Cultural and Economic
- infrastructure (economic)

The Product Line: Extent and Mix
- company may only offer only a portion of its product line, perhaps as an entry strategy
Sales and Cost Considerations
- consider costs of having large vs small family of products
Product Life-Cycle Considerations
- countries may differ in either the shape or length of a product’s life cycle
Pricing Strategies
Potential Obstacles * government intervention * government price controls may set min or max prices, prohibit certain competitive pricing practices * market diversity * consumers in some countries simply like…...

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