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The International Marketing Environment Vladislav Kaputa

The International Marketing Environment Vladislav Kaputa. D IFFERENCES BETWEEN INTERNATIONAL AND DOMESTIC MARKETING. Culture : often diverse and multicultural markets Markets : widespread and sometimes fragmented Data : difficult to obtain and often expensive

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The International Marketing Environment Vladislav Kaputa

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  1. The International Marketing EnvironmentVladislav Kaputa

  2. DIFFERENCES BETWEEN INTERNATIONALAND DOMESTIC MARKETING • Culture: often diverse and multicultural markets • Markets: widespread and sometimes fragmented • Data: difficult to obtain and often expensive • Politics: regimes vary in stability – political risk becomes an important variable • Governments: can be a strong influence in regulating importers and foreign business ventures • Economies: varying levels of development and varying and sometimes unstable currencies • Finance: many differing finance systems and regulatory bodies • Stakeholders: commercial, home country and host country • Business: diverse rules, culturally influenced • Control: difficult to control and coordinate across markets. [Doole, Lowe, 2008]

  3. Content • Social & Cultural Environment • Legal Environment • Economic Environment • Political Environment • Technological Environment

  4. Social& Cultural Environment • Growth and movement in populations around the world

  5. Social& Cultural Environment • Societal classes

  6. Social& Cultural Environment • Language (the choice of product’s name is critical) • Aesthetics (the differences in attitudes towards colour, shape, scent, sound) • Religion (Islam, Hinduism) • Education (speak in a way which addressee will understand)

  7. LegalEnvironment • Laws constitute the ‘rules of the game’ for business activity • Different legal systems! • Piracy, Accomplishment of law, Restriction to enter market • Certification, Norms The legal environment in international marketing has three dimensions: • Local domestic laws • International law • Domestic laws in the home country

  8. EconomicEnvironment • The Big Mac index

  9. EconomicEnvironment • The developed countries (EU, NAFTA, Japan) • The emerging markets (e. g. BRIC) • Less developed / Developing countries + Currency risk

  10. EconomicEnvironment / TheGlobalTradeEnvironment The development of world institutions to faster international trade • The WTO and GATT The development of world trading groups • Free Trade Areas • Custom Unions(e. g. Belarus, Russia and Kazakhstan) • Common Market • Economic Union

  11. PoliticalEnvironment Liberalism versus Protectionism • Operational restrictions (exchange controls, employment policies) • Discriminatory restrictions (import quotas, non-tariff barriers, bans, special taxes and tariffs) • Physical actions – direct government interventions (e. g. confiscations, forced takeover by the government)

  12. TechnologicalEnvironment • IT • Communication Technologies • Internet / www • ...

  13. Conclusion (Doole, Lowe, 2008)

  14. References • Doole, I., Lowe, R. 2008. International Marketing Strategy: Analysis, Development & Implementation. 5th ed., London: South-W. Cengage Learning, ISBN978-1-84480-763-5. • KEEGAN. W. J., GREEN. M. C. Global Marketing (5th Edition). Prentice Hall Publishing.

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