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Nature of International Marketing Challenges and Opportunities

NCHU MBA. Nature of International Marketing Challenges and Opportunities. Dr Ku-Ho Lin 26th/Sep./2007. Challenges and Opportunities. Process of international marketing International dimension of marketing Domestic marketing V.S. International marketing The applicability of marketing

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Nature of International Marketing Challenges and Opportunities

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  1. NCHU MBA Nature of International MarketingChallenges and Opportunities Dr Ku-Ho Lin 26th/Sep./2007

  2. Challenges and Opportunities • Process of international marketing • International dimension of marketing • Domestic marketing V.S. International marketing • The applicability of marketing • Multinational corporations (MNCs) • The Process of Internationalization • Benefits of International marketing

  3. Definition of International Marketing • Multinational process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services and to create exchanges that satisfy individual and organizational objectives

  4. Dimension of Markeitng • Consumer Marketing v.s. Business-to-Business Marketing • Domestic Marketing v.s. Foreign Marketing • Comparative Marketing • International Marketing v.s. Global/multinational Marketing • Domestic Marketing v.s. International Marketing • Similar in nature but not in scope (scale)? • Different in degree but not in kind?

  5. MNCs (Multinational Corporations) • Cons • Exploitation • Erosion of a nation’s sovereignty • Pros • Power and Prestige • Social Responsibility • Marketing Performance

  6. Characteristics of MNCs • Definition by size • Market value • Sales • Profits • Assets • Number of employees

  7. Characteristics of MNCs (cont.) • Definition by structure • Number of countries in which the firms does business • Citizenship of corporate owners and top managers

  8. Characteristics of MNCs (cont.) • Definition by performance • Commitment of corporate resources to foreign operations • Amount of rewards from the commitment

  9. Characteristics of MNCs (cont.) • Definition by behavior • Ethno-centricity • Poly-centricity • Geo-centricity

  10. Behavior/Attitude • Ethnocentricity • Orientation toward home country • Centralization of decision making • Efficient but not effective

  11. Behavior/Attitude (cont.) • Poly-centricity • Strong orientation to host market • Decentralization of decision making • Effective but not efficient

  12. Behavior/Attitude (cont.) • Geocentricity • World orientation • Centralization + decentralization + coordination • Efficient and Effective

  13. Benefits of International Marketing • Survival and Growth • Sales and Profits • Diversification • Inflation and Price moderation • Employment • Standards of Living • Understanding of Marketing Process

  14. Case Study 自然美

  15. 問題與討論 • 自然美在上海與在台灣的行銷通路策略有何不同？ • 自然美在香港上市後，經營策略又有麼改變？ • 「民族品牌」策略的應用對自然美是好是壞？其他產業是否可以模仿自然美的策略？

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