Global

LLOYD CORDER, Ph.D.

International Marketing 70-480

International marketing is marketing with the complexity of
countries, cultures and customs added to it.
LLOYD CORDER, PH.D. | 30+ YEARS MARKETING/TEACHING
FOCUS: IMPROVE CURRENT CONDITION
WE’LL USE A RESEARCH-BASED APPROACH
TEXTS ARE PROVIDED; ALSO ON CANVAS
GRADING
2020 AGENCY SHOOTOUT CASES
INTERNATIONAL MARKETING CHALLENGES
MARKETING ALLOWS ADVANCED ECONOMIES
MARKETING ALLOWS ADVANCED ECONOMIES

In an advanced economy,
producers and consumers
sell and buy from each other.
TYPICAL MARKETING CHALLENGES
TEN THINGS THAT CAN BE MARKETED
MARKETING IS A BATTLE OF PERCEPTIONS
 MARKETING ACHIEVES “DESIRED STATES”

● Use data analysis/statistics to summarize trends, get insights.

● Make important decisions.
● Select a marketing mix.
● Develop, upgrade, launch a product.
● Improve customer satisfaction.
● Boost employee morale.
● Find/develop an international market.
PROSELYTIZATION TO GLOBAL BRANDS

Proselytization helped Now, brands dominate through the

start globalization. Internet, Google, YouTube and others.
GLOBAL MARKETING IS MORE COMPLEX
196 COUNTRIES; 7.5 BILLION PEOPLE
POPULATION WILL CONTINUE TO GROW
PEOPLE WILL LIVE LONGER

This water purifying system is marketed to

developing countries and outdoor enthusiasts.
EXTREME POVERTY WILL DECLINE
QUALITY OF LIFE WILL IMPROVE
PEOPLE WILL HAVE MONEY TO SPEND

https://howmuch.net/articles/the-global-economy-by-GDP
SMART PHONE DATA USAGE WILL GROW
STEEL WILL HELP DRIVE GROWTH
GLOBAL EXPANSION PROGRESSION
SOME LOCATIONS ARE SAFER BETS
PRODUCTS REQUIRE MODIFICATION

China: beef and rice bowl; Philippines: spaghetti;

China/Hawaii: Taro pie.
EVEN ICONIC BRANDS CHANGE
 BREAKOUT SESSION
● You are an executive for a local Pittsburgh company, Crazy Mocha. The CEO decides
Crazy Mocha should expand and be introduced into the international market and
asks you for a marketing plan.

● What is your go-to market strategy? (Are you going to

merge with an international company, sell and distribute
Crazy Mocha products, set up various Crazy Mocha
franchises, etc.?)
● What are issues and challenges that arise from
introducing Crazy Mocha into the international market?
● What are the various steps and/or background research
you need to take?
● What aspects of the Pittsburgh-based Crazy Mocha
marketing are going to be kept and what aspects are
going to be modified or scratched?