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Lascu Chapter 01

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Lascu Chapter 01
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  Copyright Atomic Dog Publishing, 2002 Copyright Atomic Dog Publishing, 2002 Scope, Concepts, and Drivers of International Marketing Dana-Nicoleta Lascu Chapter 1  Copyright Atomic Dog Publishing, 2002   Copyright Atomic Dog Publishing, 2002 Chapter Objectives ã Define international marketing and identify the different levels of international involvement. ã Describe the different company orientations and philosophies toward international marketing. ã Identify environmental and firm-specific drivers that direct firms toward international markets. ã Identify obstacles preventing firms from engaging in successful international ventures.  Copyright Atomic Dog Publishing, 2002   Copyright Atomic Dog Publishing, 2002 Importance of International Marketing ã International expansion helps firm:    Keep pace with competition  Reach a larger market  Reap higher profits  Prolong the lifecycle of their products  Copyright Atomic Dog Publishing, 2002   Copyright Atomic Dog Publishing, 2002 Levels of International Marketing Domestic Marketing Export Marketing International Marketing Global Marketing ã  Least international commitment ã  Domestic focus ã  Limited international commitment ã  Involves direct or indirect export ã  Ethnocentric ã  Substantial international commitment ã  Focus on individual countries or regions ã  Polycentric or Regiocentric ã  Extensive international commitment ã  Focus on segments, rather than countries or regions ã  Geocentric
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