Lecture 1: Ch.1 | Int'l Marketing-MKTG 335-G | Chad Jardine, Utah Valley University, 2015–2017

International Marketing: MKTG 335-G
Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners.
International Marketing
MKTG 335-G

McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
The Scope and Challenge of
International Marketing
Chapter 1

Takeaways
What You Need to Know:
• The impact of global commerce on world peace
• The benefits of international markets
• The changing face of U.S. business
• The scope of the international marketing task
• The self-referencing criterion (SRC) i.e., “Me Marketing”
• Importance of global awareness
• The progression of a global marketer

Does global awareness matter?

Global Commerce
Global commerce causes peace

Global expansion increased as a result of the North
American economic boom in the 1990s, due in large part to
the end of the Cold War
Global Commerce

Who owns some of the top U.S. brands?
The Internationalization of U.S. Business

Owned by Brazilian private equity firm, 3G.

Also owned by 3G in partnership with Berkshire Hathaway.

Owned by Belgian-Brazilian conglomerate InBev.

Owned by South African Brewing Co.

Owned by the Dalian Wanda Group out of China.

Owned by the government of Venezuela.

1-5
Bimbo (a nonsense word in Spanish) has purchased
U.S. brands such as Oroweat and Sara Lee.

Unilever (British)
Reckitt Benckiser
(British)
Electrolux (Sweden)
Karl and Theo Albrecht
(German Billionaires)
Ito-Yokado
(Japan)
Bass
(British)
Henkel KGaA
(Germany)
Koninklijke Nederlandsche
(Netherlands)

Course copyright © Chad Jardine. Images, works cited, etc. are copyright © their respective owners. International Marketing: MKTG 335-G
Developing Global
Awareness

Requires objectivity

Tolerance of cultural
differences

Knowledge of cultures, history,
world market potential …

… and global economic,
social, and political trends.

Also current events: natural disasters,
politics, wars, technology

SRC

Body Photoshopping
Female designers were instructed:
Photoshop her form. The idea is to
Photoshop and retouch this woman
to make her more attractive to the
citizens of your country. You can
modify clothing, but her form must
be visible. No nudity. All other
changes, including those to her
shape and form, are up to you.
Source: http://petapixel.com/2015/08/15/one-woman-photoshopped-by-18-countries-beauty-standards-revealed/

Body Photoshopping

SRC & Ethnocentrism
Self-Reference Criterion
(SRC) is an unconscious
reference to one’s own
cultural values,
experiences, and
knowledge as a basis for
decisions.

SRC & Ethnocentrism
Ethnocentrism is the
notion that people in
one’s own company,
culture, or country
know best how to do
things.

The International Marketing Task
Marketing Mix
Controllable
Research
Distribution Channels
Characteristics
of the Firm
Domestic Environment
(Uncontrollable)
Political/Legal
Forces
Competitive
Structure
Economic Climate
Cultural
Forces
Geography &
Infrastructure
Level of
Technology
Structure of
Distribution
Competitive
Forces
Economic
Forces
Foreign Environment
(Uncontrollable)
Political/Legal
Forces

Source: Compiled from annual reports of listed firms, 2012
Company Global Revenue
(billions)
Non-U.S.
Revenue
Walmart $401.2 24.6%
Ford 146.3 51.9
General Electric 182.5 53.7
Citigroup 52.8 74.8
Hewlett-Packard 118.4 68.2
Boeing 60.9 38.9
Intel 37.6 85.4
Coca-Cola 31.9 77.0
Apple 36.5 46.0
Starbucks 10.4 20.8
Selected U.S. Companies and Their International Sales
Foreign Revenue of U.S. Multinationals

Source: http://www.bea.gov/scb/pdf/2015/07%20July/0715_direct_investment_positions.pdf
U.S. Outward Investment

1. No Direct
Foreign
Marketing
Stages of International Marketing
2. Infrequent
Foreign
Marketing
3. Regular
Foreign
Marketing
4. International
Marketing
5. Global
Marketing

1-‹#›
Factors Favoring Faster Internationalization
▪ Companies with either high technology and/or
marketing-based resources are better equipped to
internationalize than more traditional manufacturing
companies
▪ Smaller home markets and larger production capacities
favor internationalization
▪ Firms with key managers well networked internationally
are able to accelerate the internationalization proces

The KOF Globalization
Index (top 10 plus
selected other countries)
Globalization

1-‹#›
The Orientation of International Marketing
▪ Environmental/cultural approach
▪ Relate the foreign environment to the marketing
process
▪ Illustrate how culture influences the marketing task
▪ The cultural environment within which the marketer
must implement marketing plans can change
dramatically from country to country

For Next Class
Due by Next Week (Jan 18, 2017):
• LearnSmart Ch. 1–2
• Video Icebreaker Assignment
• Country and Product Selection

Lecture 1: Ch.1 | Int'l Marketing-MKTG 335-G | Chad Jardine, Utah Valley University, 2015–2017

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Lecture 1: Ch.1 | Int'l Marketing-MKTG 335-G | Chad Jardine, Utah Valley University, 2015–2017