Sie sind auf Seite 1von 15

NATURE OF INTERNATIONAL MARKETING:CHALLENGES AND OPPORTUNITIES

BIBILOGRAPHY
INTERNATIONAL

MARKETING-analysis and strategy. By:sak onkvisit, o!n . "!a# ###.google.$o.in ###.#iki%edia.$o&

Challenges and Opp !"#n$"$es


'ro$ess o( International Marketing International )i&ensions o( Marketing )o&esti$ Marketing vs. International Marketing M*ltinational +or%orations ,MN+s- 'ros and +ons - M*ltinationality and Market 'er(or&an$e - +!ara$teristi$s o( MN+s T!e 'ro$ess o( Internationali.ation Bene(its o( International Marketing

De%$n$"$ n % In"e!na"$ nal Ma!&e"$ng


M*ltinational

%ro$ess o( %lanning and e/e$*ting t!e $on$e%tion, %ri$ing, %ro&otion, and distri0*tion o( ideas, goods, and servi$es and to $reate e/$!anges t!at satis(y individ*al and organi.ational o0 e$tives

D$'ens$ ns % Ma!&e"$ng
+ons*&er Marketing vs. B*siness-to-B*siness Marketing )o&esti$ Marketing vs. 1oreign Marketing +o&%arative Marketing International Marketing vs. Glo0al2M*ltinational Marketing )o&esti$ Marketing vs. International Marketing - si&ilar in nat*re 0*t not in s$o%e ,s$ale-3 - di((erent in degree 0*t not in kind3

MNCs (MULTINATIONAL CORPORATIONS)


+ons

- E/%loitation - Erosion o( a Nation4s "overeignty 'ros - 'o#er and 'restige - "o$ial Res%onsi0ility - Market 'er(or&an$e

Cha!a*"e!$s"$*s % MNCs
De%$n$"$

n +, S$-e - &arket val*e - sales - %ro(its - assets - n*&0er o( e&%loyees

Cha!a*"e!$s"$*s % MNCs
De%$n$"$

n +, S"!#*"#!e - n*&0er o( $o*ntries in #!i$! t!e (ir& does 0*siness - $iti.ens!i% o( $or%orate o#ners and to% &anagers

Cha!a*"e!$s"$*s % MNCs
De%$n$"$

n +, Pe!% !'an*e - $o&&it&ent o( $or%orate reso*r$es to (oreign o%erations - a&o*nt o( re#ards (ro& t!at $o&&it&ent

Cha!a*"e!$s"$*s % MNCs
De%$n$"$

n +, Beha.$ ! / et!no$entri$ity - %oly$entri$ity - geo$entri$ity

Beha.$ !0 A""$"#de
E"hn

*en"!$*$", - orientation to#ard !o&e $o*ntry - $entrali.ation o( de$ision &aking - e((i$ient 0*t not e((e$tive

Beha.$ !0 A""$"#de
P

l,*en"!$*$", - strong orientation to !ost $o*ntry - de$entrali.ation o( de$ision &aking - e((e$tive 0*t not e((i$ient

Beha.$ !0 A""$"#de
Ge

*en"!$*$", - #orld orientation - $entrali.ation 5 de$entrali.ation 5 $oordination - e((i$ient and e((e$tive

Bene%$"s % In"e!na"$ nal Ma!&e"$ng


"*rvival

and Gro#t! "ales and 'ro(its )iversi(i$ation In(lation and 'ri$e Moderation E&%loy&ent "tandards o( Living 6nderstanding o( Marketing 'ro$ess

T7ANK 8O6