Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
to accompany
Chapter 1
International marketing is the process of planning and undertaking transactions across national boundaries that involve exchange
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Copyright Pearson Australia (a division of Pearson Australia Group Pty Ltd) 97814425277201/Fletcher/International Marketing/5th edition
Internal rationales
Proactive - internal
Management desire Unique offering Utilise excess capacity Size of domestic market Stagnant or declining domestic market
Reactive - internal
Diversification risk Reduce problems of seasonality
Copyright Pearson Australia (a division of Pearson Australia Group Pty Ltd) 97814425277201/Fletcher/International Marketing/5th edition
External rationales
Proactive - external
Opportunities in foreign markets Other sources of stimulus e.g. government grants
Reactive - external
Unsolicited order or approach
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Monetary framework
World trading system
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Cultural norms
Economic development
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A$ billions
50 40 30 20 10 0 Coal Iron Edu Gold Travel Gas 2008 A$b Oil Alum Wheat Beef 2009 A$b
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Wheat
Beef
3.8
5
4.8
4.3
25.4
-13.2
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