Other elements of the communication mix
Some international firms attempt to standardize their communication mix advertising, sales promotion, packaging in all of the countries where they operate. These firms aim at an international product and company image, based on the standardization of their communication mix, or at transferring their profitable national communication mix to international markets. A standardized mix can increase the contacts with the brand name and the trademark. Advertising standardization has qualities similar...
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Pricing
Pricing has been relatively neglected in terms of academic marketing research. This has been noted by Rao 1984 while Cavusgil 1988 stated that the neglect of international pricing was even more acute. Clark et al. 1999 comment on its continued neglect over the previous 25 years. Pricing is not simply an economic decision, it can also be seen as a marketing tactic, through the use of discounts, special offers and various incentives. It is an important decision for any business because, quite...
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High on IDVci in home country, low control b UAI, uncertainty avoidance. NR, not relevant in this case. c PDI, power distance. b UAI, uncertainty avoidance. NR, not relevant in this case. c PDI, power distance. between a low degree of control and a highly individualistic home culture held only for the Body Shop and for Spar Table 3.1 . While the cultural map as developed in this study does not fully explain the internationalization process of the retailers concerned, it does add a further...
Training and support for SMEs
Many OECD countries are changing their industrial policies to support SMEs OECD Observer, 1995 . These policy changes will enable many of them to enhance or develop for the first time their export capability. Assistance is being developed in countries such as Canada, France, Germany, Italy and the UK to train and support SME managers. This includes free or subsidized consultancy services. Another form is the use of 'business angels', senior retired executives who have significant managerial...
References
Albaum, .' , Strandskov, J. and Duerr, E. 1998 , International Marketing and Export Management, Addison Welsey, Harlow. Bathie, D. 1998 , Principles of Marketing, Retail Marketing MBA Module 1, Institute for Retail Studies, University of Stirling. Bennett, R. 1996 , International Business, M amp E Pitman Publishing, London. Tesco Annual Report 2000 . Cateora, P.R., Graham, J.L. and Ghauri, P.N. 2000 , International Marketing, European Edition, McGraw-Hill, London. UNCTAD 1998 , World Investment...
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Figure 6.2 The market attractiveness competitive strength matrix. Source Hollensen 1998 . High Competitive strength Low Figure 6.2 The market attractiveness competitive strength matrix. Source Hollensen 1998 . Overall, market screening can be expensive in money and time if data is gathered directly from international markets. The reliability of secondary data can also be dubious, or it may be based on groupings and categories which are not standardized internationally. Often with such a vast...
Legal framework
Legal frameworks vary from nation to nation and this can prevent companies adopting a standardized approach. Comparative advertising is not allowed in some countries, for example, Hong Kong, Korea and Belgium. Even where its use is permitted, the usage can be quite low. Donthu 1998 reports that although the recall of comparative adverts was high, they were not particularly popular with consumers, especially in countries where they are not widely used, for example, Australia, Brazil, France and...
Walters 1997 Global Strategy Segmentation Journal Marketing
Bathie, D. 1998 , Principles of Marketing, Retail Marketing MBA Module 1, Institute for Retail Studies, University of Stirling. Green, R.T. and Allaway, A.W. 1985 , Identification of export opportunities a shift-share approach, Journal of Marketing, 49 1 , pp. 83-88. Hollensen, S. 1998 , Global Marketing a Market-Responsive Approach, Prentice-Hall, London. Hofstede, P., Jan-Benedict E.M. Steenkanmp and Wedel, M. 1999 , International market segmentation based on consumer-product relations,...
References Nsz
Aaby, N.E. and Slater, S.F. 1989 , Management influences on export performance a review of the empirical literature 1978-88, International Marketing Review, 6 4 , pp. 7-20. Aharoni, Y. 1966 , The Foreign Investment Decision Process, Graduate School of Business Administration, Harvard University, Boston, MA. Barrett, N.I. and Wilkinson, I.F. 1986 , Internationalization behaviour management characteristics of Australian manufacturing firms by level of international development, in Tumbull, P.W....
Questions for discussion
1. Discuss what aspects of globalization are apparent in your local economy. For instance, how does it affect employment opportunities and your personal purchasing habits 2. Prepare for a discussion on the current state of the global economy which updates the situation outlined in this chapter. What are the current opportunities, difficulties and general trends 3. Using the WTO, World Bank or IMF, search their websites to discover what their current concerns are for the global economy. 4....
References 1
Cole, J.P. 1979 , Geography of World Affairs, Penguin Books, Harmondsworth. Czinkota, M.R. and Ronkainen, I.A. 1995 , International Marketing, Dryden Press, New Dunham, AM. 1996 , Conoco's excellent Russian adventure, journal of Business Strategy, 17 5 , pp. 12-15. Engholm, C. 1991 , When Business East Meets Business West the Guide to Practice and Protocol in the Pacific Rim, John Wiley and Sons, New York. Fagiano, D. 1990 , Learning to market as the Romans do, Management Review, 79 5 , p. 4 2...
Get a good guidebook the influence of culture on international marketing
Describe the elements of culture and their influence on international marketing Appreciate the limitations of your own 'world view' Understand how all stages of the marketing cycle have a cultural dimension Consider how best to manage cultural interactions It is people that often make involvement with international marketing exciting but frustrating. A concern for the cultural dimension can evoke extreme reactions, for example, Hanns Johst is quoted to have remarked on one occasion 'Whenever I...