Marketing bán hàng - Chapter 1: Nature of international marketing

Chapter 1Nature of International Marketing Challenges and Opportunities Process of International MarketingInternational Dimensions of MarketingDomestic Marketing vs. International MarketingMultinational Corporations (MNCs)- Pros and Cons- Multinationality and Market Performance - Characteristics of MNCsThe Process of InternationalizationBenefits of International Marketing Definition of International MarketingMultinational 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 Dimensions of MarketingConsumer Marketing vs. Business-to-Business MarketingDomestic Marketing vs. Foreign MarketingComparative MarketingInternational Marketing vs. Global/Multinational MarketingDomestic Marketing vs. International Marketing- similar in nature but not in scope (scale)?- different in degree but not in kind?MNCs (MULTINATIONAL CORPORATIONS)Cons - Exploitation- Erosion of a Nation's SovereigntyPros- Power and Prestige- Social Responsibility- Market Performance Transnationality Index (TNI)Foreign Assets/Total AssetsForeign Sales/Total SalesForeign Employment/Total EmploymentCharacteristics of MNCs Definition by Size- market value- sales- profits- assets- number of employees Characteristics of MNCsDefinition by Structure- number of countries in which the firm does business - citizenship of corporate owners and top managersCharacteristics of MNCsDefinition by Performance- commitment of corporate resources to foreign operations- amount of rewards from that commitment Characteristics of MNCsDefinition by Behavior- ethnocentricity- polycentricity- geocentricityBehavior/ Attitude Ethnocentricity - orientation toward home country - centralization of decision making - efficient but not effectiveBehavior/ Attitude Polycentricity - strong orientation to host country- decentralization of decision making- effective but not efficientBehavior/ Attitude Geocentricity - world orientation - centralization + decentralization + coordination- efficient and effectiveInternationalization ProcessStages of InternationalizationDomestic businessSporadic exportingFrequent exportingOverseas manufacturingBorn GlobalMission of being global from birthResources committed to international activitiesBenefits of International MarketingSurvival and GrowthSales and Profits DiversificationInflation and Price ModerationEmploymentStandards of Living Understanding of Marketing Process