International marketing : from export marketing to global business 126715

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International Marketing

I ? From Export Marketing to Global Business

• The process of internationalization

? Traditional sequential development:

• Serve domestic market

• Export to overseas markets

• Establish sales outlet in overseas market

• Establish production overseas

Alternative models of internationalization:

? The Uppsala model: an incremental process of diversification by market and mode of operation.

• Successive stages of internationalization represent higher degrees of commitment

• A gradual acquisition, integration and use of knowledge of foreign markets

• Commitment increases with more experience and knowledge of markets

• Firms enter knew markets with successively greater psychic distance

? The transaction model

• Producer ? driver chains

Manufacturer to Traders to Retailers: Spread the risk in different activities

• Buyer ? driven chains

Traders to Factories to Overseas buyers to Brand-names to Merchandiser to Retailers

So: Complex network of subcontractors, Own no production facilities, Main activities are marketing, research, coordination and management of parties

Strategic model of internationalization

• Export Marketing (ethnocentric)

• International Marketing (polycentric)

• Global Marketing (geocentric)

? Market drivers

• Global consumers : need the same product or service in several countries and want to buy from suppliers with global presence (e.g. Hilton hotels)

• Global channels : distribution outlets logistics firms and which provide the same retail environment or seamless transportation (e.g. Carrefour)

• Transferable marketing : using the same marketing ideas in different countries (same brand name, same packaging)