The Scope and Challenge of International Marketing

Introduction

Why Global Marketing?

You might be wondering as a student, why you have to take Global Marketing.  After all, like many students you might not have considered employment beyond the United States.  There a multitude of reasons that international marketing is important to your success as a future marketer/manager. 

For instance, Coca-Cola is an American iconic brand that is synonymous with the red and white cans.  However, Coke does most of its business outside of America.  In fact, Nestle, which is a Swedish company, does most of its business in the United States.  International expansion of American or Foreign companies is a great growth opportunity for firms to garner market share and additional profits.  Thus, it makes sense that sometime in your future career you will be involved in international business.

Exhibit 1.2 (Cateora, Gilly, and Graham, 2009, p. 9) in your textbook shows American companies and their percentage of revenues outside of the US. Notice that many big companies such as General Electric and Apple, for example, derive over 40% of their revenues from outside the US?  Therefore, if American companies are deriving large percentages of revenue from outside the US, doesn’t it make sense that in your future role as a marketer or manager that international business skills might be required to do your job well? 

This course will focus on learning the ins and outs of Global Marketing as well as how to be successful in this field.  The business paradigm has shifted from the seventies where we were not a globalized business society to one without borders.  Most companies now have an international strategy of some kind.  Most likely, your role as a marketer/manager will require some experience in this area to be successful.

Lesson 1 Objectives

After completing this Lesson you should be able to:

• Identify some reasons studying global marketing is important
• List the events and trends that affect global business
• Recognize the differences in domestic vs. global marketing
• Explain the different stages of international marketing
• Understand the differences in strategic orientation that companies  adopt

Lesson 01 Road Map

To Read

1. Course orientation (Lesson 00)
2. Lesson 01 notes
3. International Marketing Text, Ch 1

To Do

1. Complete Activities from the "Getting Started" and email activity from the Course Orientation
2. Complete and submit Student Questionnaire.
3. Complete and submit Proctor Information Form.
4. Listen to video lecture on "Why International Marketing?"
5. Complete Quiz for Ch 1
6. Post responses to the 2 discussion forum questions and reply to at least two other class members' posts

Why International Marketing Video Lecture

In this video lecture, we will cover the following topics:

• Why International Marketing is Important
• Quiz One
• Foreign Acquisitions of U.S. Companies
• Why International Marketing: Marketing Mistakes
• International Marketing Goofs
  • Gerber
  • Pepsi
  • Clairol
  • Wal-Mart
  • Quiz Two

  You will notice that embedded in the lecture are two interactive quizzes - so listen carefully!

  Why International Marketing?

page 4 of 4

Lesson Activities

Complete the chapter 1 quiz located on the textbook Web site

Address the following two discussion forum questions in the Lesson 1 Discussion Forum:

1. Please introduce yourself to the class, and tell us what interests you about Global Marketing. After reading the syllabus, what are two things that excite you about this class?  What are two things that concern you about this class?  

2. After viewing the video lecture for the week, pick two of the international marketing goofs and address how you would try to resolve the situation if you were employed as a vice-president of marketing.  Give specific steps as to what you would do to address the issue and how you would go about fixing the mistake of the company. 

After you have posted a response to each question, respond to at least two other class members' posts.

(Note: if you need help, see the instructions on how to use a Discussion Forum .)




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