Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
International Marketing
Chapter 1
What are the trends?
Late 1990s
Early 2000s
Internationalization of America
Why go international?
International v. Domestic Marketing
International
Domestic
The International Marketing
Task
Controllable Factors
Product
Price
Place
Promotion
Domestic Uncontrollables
Political/Legal
Economic
Competition
The International Marketing
Task
Foreign Environment Uncontrollables
Political/Legal
Economic
Competitive
Level of technology
Structure of distribution
Geography and infrastructure
Cultural forces
International Marketing Issues
Self-Reference Criterion
Ethnocentrism
Examples
Cross-cultural Analysis
Global Awareness