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International Marketing
instructor: ankit shah
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What are we going to learn today..
What is so different about IM?
What is difference between
International Marketing & Global
Marketing
Pitfalls Committed
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International Marketing
"At its simplest level, international marketing
involves the firm in making one or more
marketing mix decisions across national
boundaries. At its most complex level, it
involves the firm in establishing
manufacturing facilities overseas and
coordinating marketing strategies across theglobe."
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Global Marketing
Global marketing refers to marketing activities
coordinated and integrated across multiple
country markets
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Pitfalls Coca Cola went wrong
The name Coca-Cola in China was first
rendered as Ke-kou-ke-la. Unfortunately, the
Coke company did not discover until they
came to know that phrase means bite the
wax tadpole or female horse stuffed with
wax depending on the dialect.
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Coca Cola done right
Coke then researched 40,000 Chinese
characters and found a close phonetic
equivalent ko-kou-ko-le, which can be
loosely translated as happiness in the
mouth.
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Coca Cola done right
Coke then researched 40,000 Chinese
characters and found a close phonetic
equivalent ko-kou-ko-le, which can be
loosely translated as happiness in the
mouth.
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Slang
Ford had a problem in Brazil when the Pinto
flopped. The company found out that Pinto
was Brazilian slang for tiny male genitals.
Ford pried all the name plates off and
substituted Corcel, which means horse.
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What is different about IM?
Examples of linguistic problems
How many languages in the world? Countrylanguage
USA - growth of Spanish
1/4 population Hispanic in 20 years
language >>>culture
translation relatively easy - culture more
complex
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More than languages
Law
first aspect
How does law affect marketing?
Prohibition
alcohol, tobacco, sex, GM foods
Restrictions
children
Obligations
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More than languages Contd
Packaging
contents, languages, child-proof
Environmental standards
emissions, disposal
Ownership and access to market
mandatory joint ventures
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What does this mean?
IM is marketing in a more complex
environment
All aspects of market planning have to be
reexamined
What works in one place MAY not work in
another
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Approach to learning
Facilitate learning rather than prescribing
Learn by doing
Case studies, and projects>exam
Group work, but do not neglect individual
work
Relevant - real issues rather than text bookexamples
Contemporary up-to-date
Utilise technology lots of online material
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Thats All Folks !!!