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12 Cards in this Set
- Front
- Back
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environment impacting international marketing strategies
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3 major trends:
-growing # of consumers in emerging economies -shift of activity b/t & within regions -greater ease obtaining internationalization (going from global trends to corporate strategy) |
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advantages internationalization
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1. economies of scale
2. global brand 3. saturated home market |
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disadvantages of internationalization
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1. experience in other countries
2. expense 3. cultural barriers |
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criteria for internationalization
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1. economic, political, global stability
2. industry structure & competition 3. market size & growth trend 4. ability to transfer core competencies |
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INTERNATIONALIZATION DECISION
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why: -home market swot
-competitive ad transferable? -enabling conditions present? -advantages/dis -what will it do to home market -cost of waiting Where- country selection -market assessment criteria -screening how?-strategy? what? -choice of product lines |
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criteria for country selection-market assessment
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1.consumption levels
2. demand 3. distribution 4. competition 5. brand image cultural, administrative, geographic, economic distance |
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main elements of culture
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material-economic, technology
social structure aesthetics language values/attitudes manners/customs |
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dimensions --differentiate and compare
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-IDV-high:sensory brand images more effective -website-privacy protection, cutomization, interactive marketing?
-PDI- high- social brand image effective -UAI-uncertainty avoidance index -high-will not like ambiguous advertisements |
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minimizing cultural blunders
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-overcome self-confidence criterion
-experimental knowledge -adjustment to cultural variables -understand subcultures |
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overcoming cultural barriers
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-persistence
-lt planning -customer education & innovation -conservative expansion -stress need for cultural change -research understand, respect, cultural congruence |
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advantages standardization
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cost
effectiveness-benchmarking brand value control & coordination |
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drivers of potential for standardizaton
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-homogenization (media, travel, tech)
-universal preference for low price -economies of scale -transferable marketing -synergies -similar environment -cost leadership appropriate? |
