Nature of International Nature of International MarketingMarketing

Challenges and OpportunitiesChallenges and Opportunities

Dr Ku-Ho LinDr Ku-Ho Lin

26th/Sep./200726th/Sep./2007

NCHU MBANCHU MBA

Challenges and Opportunities Challenges and Opportunities

• Process of international marketingProcess of international marketing

• International dimension of marketingInternational dimension of marketing

• Domestic marketing V.S. International marketing Domestic marketing V.S. International marketing

• The applicability of marketingThe applicability of marketing

• Multinational corporations (MNCs)Multinational corporations (MNCs)

• The Process of InternationalizationThe Process of Internationalization

• Benefits of International marketing Benefits of International marketing

Definition of International Marketing Definition of International Marketing

• Multinational process of planning and Multinational process of planning and executing the conception, pricing, promotion executing the conception, pricing, promotion and distribution of ideas, goods and services and distribution of ideas, goods and services and to create exchanges that satisfy individual and to create exchanges that satisfy individual and organizational objectives and organizational objectives

Dimension of MarkeitngDimension of Markeitng

• Consumer Marketing v.s. Business-to-Business MarkConsumer Marketing v.s. Business-to-Business Marketingeting

• Domestic Marketing v.s. Foreign MarketingDomestic Marketing v.s. Foreign Marketing• Comparative MarketingComparative Marketing• International Marketing v.s. Global/multinational MarInternational Marketing v.s. Global/multinational Mar

ketingketing• Domestic Marketing v.s. International Marketing Domestic Marketing v.s. International Marketing

– Similar in nature but not in scope (scale)?Similar in nature but not in scope (scale)?– Different in degree but not in kind?Different in degree but not in kind?

MNCs (Multinational MNCs (Multinational Corporations)Corporations)

• ConsCons– Exploitation Exploitation

– Erosion of a nation’s sovereignty Erosion of a nation’s sovereignty

• ProsPros– Power and Prestige Power and Prestige

– Social Responsibility Social Responsibility

– Marketing Performance Marketing Performance

Characteristics of MNCs Characteristics of MNCs

• Definition by sizeDefinition by size– Market valueMarket value

– SalesSales

– ProfitsProfits

– AssetsAssets

– Number of employeesNumber of employees

Characteristics of MNCs (cont.)Characteristics of MNCs (cont.)

• Definition by structureDefinition by structure– Number of countries in which the firms does Number of countries in which the firms does

businessbusiness

– Citizenship of corporate owners and top managers Citizenship of corporate owners and top managers

Characteristics of MNCs (cont.)Characteristics of MNCs (cont.)

• Definition by performance Definition by performance – Commitment of corporate resources to foreign Commitment of corporate resources to foreign

operationsoperations

– Amount of rewards from the commitmentAmount of rewards from the commitment

Characteristics of MNCs (cont.)Characteristics of MNCs (cont.)

• Definition by behavior Definition by behavior – Ethno-centricityEthno-centricity

– Poly-centricityPoly-centricity

– Geo-centricityGeo-centricity

Behavior/Attitude Behavior/Attitude

• EthnocentricityEthnocentricity

• Orientation toward home countryOrientation toward home country

• Centralization of decision makingCentralization of decision making

• Efficient but not effectiveEfficient but not effective

Behavior/Attitude (cont.)Behavior/Attitude (cont.)

• Poly-centricity Poly-centricity – Strong orientation to host marketStrong orientation to host market

– Decentralization of decision makingDecentralization of decision making

– Effective but not efficientEffective but not efficient

Behavior/Attitude (cont.)Behavior/Attitude (cont.)

• Geocentricity Geocentricity – World orientationWorld orientation

– Centralization + decentralization + coordination Centralization + decentralization + coordination

– Efficient and Effective Efficient and Effective

Benefits of International MarketingBenefits of International Marketing

• Survival and Growth Survival and Growth

• Sales and ProfitsSales and Profits

• Diversification Diversification

• Inflation and Price moderationInflation and Price moderation

• EmploymentEmployment

• Standards of LivingStandards of Living

• Understanding of Marketing Process Understanding of Marketing Process

Case StudyCase Study

自然美自然美

問題與討論問題與討論

• 自然美在上海與在台灣的行銷通路策略有自然美在上海與在台灣的行銷通路策略有何不同？何不同？

• 自然美在香港上市後，經營策略又有麼改自然美在香港上市後，經營策略又有麼改變？變？

• 「民族品牌」策略的應用對自然美是好是「民族品牌」策略的應用對自然美是好是壞？其他產業是否可以模仿自然美的策略？壞？其他產業是否可以模仿自然美的策略？