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Chapter 1: The Scope and Challenge
of International Marketing
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Learning Objectives:
1. The benefits of
International markets
2. The changing face of US
business
3. The scope of international
marketing task
4. The importance of SRC
5. The increasing importance
of global awareness
6. The progression of
becoming a global marketer
Definitions: International marketing,
SRC, ethnocentrism, global
marketing, skeptics
Questions:
1. “The marketer’s task is same
whether applied in Dimebox, Texas
or Dar–es-Salam, Tanzania.”
Discuss.
2. Discuss the phases of international
marketing involvement
3. Discuss the conditions that have led
to the development of global
markets
4. Differentiate between global and
multinational company
5. Differentiate among the three
international marketing concepts
6. Discuss the factors necessary to
achieve global awareness
7. Discuss the idea of global
orientation
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Global Perspective: Recent Events
2003 SARS outbreak in Asia and Toronto
2003 SARS outbreak in Asia and Toronto
Wars in Afghanistan and Iraq
Wars in Afghanistan and Iraq
Adulterated product scandals in China
Adulterated product scandals in China
September 11th attacks on the World
Trade Center and Pentagon
September 11th attacks on the World
Trade Center and Pentagon
4
Global Perspective: Recent Events
International disagreements between
the United States and its allies
International disagreements between
the United States and its allies
2008 Global credit crisis and recession
2008 Global credit crisis and recession
Global terrorism in Indonesia, Pakistan,
India, Spain, Morocco and UK
Global terrorism in Indonesia, Pakistan,
India, Spain, Morocco and UK
Despite these events, international
commerce continued
Despite these events, international
commerce continued
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Global Business Trends
1. Growth of
WTO and
regional trade
groups
2.. Global
acceptance of
free market
system
3. Impact of the
Internet on global
communications
4. Threats of
terrorism and
armed conflict
5. Rise of new
producers and
consumers
6. Management
of global
environmental
resources
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Internationalization of Business
Increasing globalization of
markets
Increasing globalization of
markets
Firms face competition on
all fronts
Firms face competition on
all fronts
Many Canadian companies
are foreign controlled:
Tim Hortons (US), Labatt (Belgian)
Many Canadian companies
are foreign controlled:
Tim Hortons (US), Labatt (Belgian)
Firms seeking foreign
markets to increase profits
Firms seeking foreign
markets to increase profits
Company Industry Ownership
Hudson’s Bay Company Retail USA
Tim Hortons Food service USA
Labatts Beer Belgium
MacMillan Bloedel Forestry USA
Seagram Distillery France
Foreign Ownership of Canadian Companies
