INTERNATIONAL MARKETING : Teil 1 - Chair of International ...
INTERNATIONAL MARKETING : Teil 1 - Chair of International ...
INTERNATIONAL MARKETING : Teil 1 - Chair of International ...
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
Learning objectivesIdentify drivers for global integration and marketresponsivenessExplain the role <strong>of</strong> global marketing in the firm from aholistic perspective <strong>of</strong> <strong>International</strong> MarketingDescribe and understand the concept <strong>of</strong> the value chainIdentify and discuss different ways <strong>of</strong> internationalizingthe value chain<strong>Chair</strong> <strong>of</strong><strong>International</strong> MarketingPr<strong>of</strong>. Dr. Christina Sichtmann
<strong>International</strong>ization• Firms must decide whether to stay at home or strengthen theglobal position• Globalization reflects trend <strong>of</strong> buying, selling, and distributingproducts in many countries and regions <strong>of</strong> world<strong>Chair</strong> <strong>of</strong><strong>International</strong> MarketingPr<strong>of</strong>. Dr. Christina Sichtmann
Nine strategic windows<strong>Chair</strong> <strong>of</strong><strong>International</strong> MarketingPr<strong>of</strong>. Dr. Christina Sichtmann
EPRG framework <strong>of</strong> business activities• Ethnocentric Orientation‣ home country is superior; foreign countries are similar• Polycentric Orientation‣ each host country is unique; foreign countries aredifferent• Regiocentric Orientation‣ similarities within a region; ethnocentric orpolycentric view <strong>of</strong> the rest <strong>of</strong> the world• Geocentric Orientation‣ world view: similarities and differences in home and hostcountries<strong>Chair</strong> <strong>of</strong><strong>International</strong> MarketingPr<strong>of</strong>. Dr. Christina Sichtmann1-5
Definition <strong>of</strong> Global MarketingThe firm’s commitment to coordinate its marketingactivities across national boundaries in order to find andsatisfy global customer needs better than thecompetition.<strong>Chair</strong> <strong>of</strong><strong>International</strong> MarketingPr<strong>of</strong>. Dr. Christina Sichtmann1-6
Global integration/market responsiveness grid<strong>Chair</strong> <strong>of</strong><strong>International</strong> MarketingPr<strong>of</strong>. Dr. Christina Sichtmann1-7
Forces for globalcoordination/ integration• Removal <strong>of</strong> tradebarriers• Global customers• Relationshipmanagement• Standardized worldwidetechnology• Worldwide markets• Global village• Worldwidecommunication• Global cost drivers<strong>Chair</strong> <strong>of</strong><strong>International</strong> MarketingPr<strong>of</strong>. Dr. Christina Sichtmann1-8
Forces formarket responsiveness• Cultural differences• Regionalism/ protectionism• Deglobalization trend<strong>Chair</strong> <strong>of</strong><strong>International</strong> MarketingPr<strong>of</strong>. Dr. Christina Sichtmann1-9
The value chainSupport activitiesFirm infrastructureHuman resource managementTechnology developmentProcurementInboundlogisticsOutboundOperationslogisticsMarketingand salesServicePrimary activitiesUpstream value activitiesDownstream value activitiesSource: Reprinted with permission <strong>of</strong> The Free Press, a division <strong>of</strong> Simon & Schuster Adult Publishing Group, from Competitive Advantage: Creating and Sustaining Superior Performance by Michael E. Porter. Copyright © 1985, 1998 Michael E. Porter.<strong>Chair</strong> <strong>of</strong><strong>International</strong> MarketingPr<strong>of</strong>. Dr. Christina Sichtmann1-10
Centralization in the value chain<strong>Chair</strong> <strong>of</strong><strong>International</strong> MarketingPr<strong>of</strong>. Dr. Christina Sichtmann1-11
Nivea Video Case StudyDiscuss with you neighbour the following questions:• Which degree <strong>of</strong> “market responsiveness” and “globalcoordination/integration” does Nivea represent?• Do you think that the Nivea Vital commercial (shown inthe video) is able to cross borders without anyadaptation? If not, which elemens should be adapted?• Which marketing problems does Nivea anticipate, whenpenetrating the US market?<strong>Chair</strong> <strong>of</strong><strong>International</strong> MarketingPr<strong>of</strong>. Dr. Christina Sichtmann1-12
Change language