Course 1

PhD. Lecturer Luiza Souca

Babe-Bolyai University

THE CASE FOR

INTERNATIONAL
MARKETING

- Not to be copied, reproduced, retransmitted, distributed, published,

commercially exploited or otherwise transferred; not to be modified or used to
create derivative works.

Part A: Globalization
Globalization = the closer integration of the

countries and peoples of the world, which has

been brought about by the enormous reduction
of costs of transportation and communication,
and the breaking down of artificial barriers to
the flows of goods, services, capital, knowledge,
and (to a lesser extent) people across borders.

Stiglitz, J. - Globalization and its Discontents New York and London, Norton, 2002
cited in: Eslake, S. Globalization: Keeping the gains
http://www.dfat.gov.au/publications/globalisation_gains/tao_globalization_workshops.pdf

Part A: Globalization
Drivers of globalization
Technology
Cultural shift
Conscious political decisions

The global world

Shrinking world
Time & speed
Teritories & borders
Socially interconnected

world

Theory of open systems

Eslake, S. Globalization: Keeping the gains
http://www.dfat.gov.au/publications/globalisation_
gains/tao_globalization_workshops.pdf

Stanford Encyclopedia of Philosophy

http://plato.stanford.edu/entries/globalization/

In this context, International

means:
International macroenvironment

Global influences &

global uncertainty

Why should we have an

International
perspective?

Reason 1: Survive

International microenvironment
Global competition &
global markets

Why should we have an

International
perspective?
Reason 2: Consolidate

In this context, International

means:
Internationalization of companies
Global companies

Why should we have an

International perspective?

Reason 3: Expand

Conclusion: Globalization and

the need for International
Marketing
To prosper in a world of abrupt changes and

discontinuities, of newly emerging forces and

dangers, of unforseen influences from abroad,
firms need to prepare themselves and develop
active responses. New strategies need to be
envisioned, new plans need to be made and the
way of doing business needs to be changed.
Czinkota, M., Ronkainen, I. International Marketing, 8th Edition,
Thompson South-Western, 2007 pag. 10
Search the book on: http://books.google.com/

Part B: Implementing the

International Marketing
approach
First step extend the focus of the marketing

intelligence from the national to the

international environment (both micro, and
macro)

International marketing
intelligence system
Definition
= a set of procedures
and sources managers
use to obtain everyday
information about
developments in the
international marketing
environment

Sources of Marketing
Intelligence
Internet & mass-media
Official data
Trade shows
Company and
competitors employees
Channel members and
key customers

Kotler, P., Keller, K., Brady, M., Goodman, M., Hansen, T.

Marketing Management: First European Edition Pearson Education Limited, 2009 pag. 174
Search the book on: http://books.google.com/

The function of the marketing

intelligence system
Identify relevant environmental events & minitrends
Assess the events & minitrends as opportunities or

threats

Suggest actions

Adapted after: Bearden, B., Ingram, T., La Forge, B.

Marketing - Principles & perspectives 2nd Edition, McGraw-Hill Higher Education, 1999
http://www.mhhe.com/business/marketing/bearden

and
Vanston, J. & Technology Futures, Inc. - http://minitrends.com/