Term
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Definition
| The performance of business activities designed to plan, price, promote, and direct the flow of a company's good s and services to consumers or users in more than one nation for a profit |
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Term
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Definition
Elements of a new environment that can effect the profitability and effectiveness of good, sound marketing plans. Generally, marketers can't control or influence these elements, but must adapt to them
(Ex. Competition, legal restrains, government controls, weather, fickle consumers) |
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Term
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Definition
Product, Price, Promotion, Distribution, Research.
The adaptation of these elements to the uncontrollable elements determines the ultimate outcome of the marketing enterprise |
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Term
| Domestic Environment Uncontrollables |
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Definition
| Home country elements that can have a direct effect on the success of a foreign venture |
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Term
| Foreign Market Uncontrollables |
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Definition
○ Foreign country elements that have an effect on a foreign venture
Ex. Political/legal forces, economic forces, competitive forces, level of technology, structure of distribution, geography and infrastructure, cultural forces |
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Term
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Definition
| Not only refers to processes and services, but also the level of knowledge and expertise that foreign individuals have surrounding these technologies. If the lack of knowledge and expertise is misunderstood, it can result in failed machinery, extra production costs, extra training costs, etc. |
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Term
| Political and Legal Issues |
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Definition
Alien status: foreigners control the business and the culture of the host country is alien to management.
Businesses can be viewed as an outsider and as an exploiter. Receive prejudice or unfair treatment at the hands of politicians or legal authorities |
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Term
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Definition
| An unconscious reference to one's own cultural values, experiences, and knowledge as a basis for decisions |
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Term
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Definition
| the notion that one's own culture or company knows the best way to do things |
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Term
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Definition
1. Define the business problem or goal in home-country cultural traits, habits, or norms
2. Define the business problem or goal in foreign-country cultural traits, habits, or norms through consultation with natives of the target country. Make no value judgements
3. Isolate the SRC influence in the problem and examine it carefully to see how it complicates the problem
4. Redefine the problem without the SRC influence and solve for the optimum business goal situation |
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Term
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Definition
| To be globally aware is to have (1) tolerance of cultural differences and (2) knowledge of cultures, history, world market potential, and global, economic, social, and political trends |
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Term
| No Direct Foreign Marketing |
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Definition
Company does not actively cultivate customers outside national boundaries (but products may reach foreign markets via wholesalers/distributors or websites).
Sales to foreign customers may pique interest in international involvement |
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Term
| Infrequent Foreign Marketing |
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Definition
- Temporary surpluses cause by variations in production levels or demand may result in infrequent marketing overseas. Stage represents little to no change in company organization or product lines.
Few companies today fit this model |
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Term
| Regular Foreign Marketing |
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Definition
Firm has permanent capacity devoted to the production of goods to be marketed in foreign markets.
Primary focus is to service domestic needs but, as overseas demand grows, production is allocated to these markets and products may be adapted to better suit them.
Profits from foreign markets go from being an added bonus to a dependency. |
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Term
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Definition
Companies are fully committed and involved in international marketing activities.
Sell products that are a result of planned production for markets in various countries |
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Term
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Definition
| At this stage, companies treat the world, including their home market, as one market. Marketing segmentation is defined by income levels, usage patterns, or other factors rather than borders. The transition to "global marketing" is often marked by a company crossing the threshold of more than half of its sales revenues coming from abroad. All aspects of the business begin to take on a global perspective |
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Term
| Domestic Market Extension Orientation |
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Definition
| Domestic company seeking sales extension of its domestic products into foreign markets . Views international operations as secondary and merely an extension of normal ops. Primary motive is to market excess domestic production |
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Term
| Multidomestic Marketin Orientation |
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Definition
| When a company recognizes the importance of differences in overseas markets and the importance of offshore business to the organization. Understands that country markets are vastly different and that market success depends on independent programs for each (i.e. separate marketing strategies). Control is typically decentralized to reflect belief that the uniqueness of each market requires local marketing input and control |
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Term
| Global Marketing Orientation |
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Definition
| A company whose marketing activity is global, and its market coverage is the world. Strives for efficiencies of scale by developing a standardized marketing mix applicable across national boundaries. Operates as if all the country markets in a company's scope of operations were approachable as a single global market and standardizing the marketing mix where culturally feasible and cost effective |
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