Review of key points arising from lecture

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www.derby.ac.uk/business
Sensitivity: Internal
Marketing across Cultures
Seminar week 4
www.derby.ac.uk/business
Sensitivity: Internal
Marketing across Cultures
Seminar week Agenda
• Student feedback on seminar activity week 3
• Review of key points arising from lecture week 4
• Discussion on CW1 progress to date and key support documents
• Seminar task/homework week 4 in readiness for 1-2-1 sessions
www.derby.ac.uk/business
Sensitivity: Internal
• Begin/continue working on CW1 (the mini-literature review)
• By now you should have familiarised yourself with the classic Cross-cultural
analysis (CCA) techniques and be progressing with your critical evaluation
(task 1)
• You should now also be beginning to compare and contrast the different CCA
approaches – what key differences are apparent (task 2)?
• Apart from the journal articles provided, what sources have you researched
and how are they influencing your work?
• Be ready to discuss your work next this week
Homework from last week – remember….
www.derby.ac.uk/business
Sensitivity: Internal
▪But involves :
– making multiple marketing mix decisions across national
boundaries
– coordinating manufacturing facilities and marketing
strategies across the globe
▪And may operate at any one of the following
three levels:
The same marketing principles apply whether
from a domestic or international perspective
Looking ahead to CW2…
www.derby.ac.uk/business
Sensitivity: Internal
Export marketing:
• the organisation markets its “offering” across national and
political borders from the domestic base using resources such as
export companies; agents in the destination country
• Adaptations to goods/services are rare and/or minimal
• Implications of risk, control, involvement, cost?
Doole, Lowe and Kenyon 2016 pp4-6
www.derby.ac.uk/business
Sensitivity: Internal
International marketing:
• the firm has activities, interests or operations in more than one country
• there is marketing influence from outside the country where the
offering is sold
• Implications of risk, control, involvement, cost?
Doole, Lowe and Kenyon 2016 pp4-6
www.derby.ac.uk/business
Sensitivity: Internal
Global marketing:
• the whole organisation focuses on selecting and exploiting
global marketing opportunities
• positions resources around the globe with the objective of
achieving global competitive advantage
• Implications of risk, control, involvement, cost?
Doole, Lowe and Kenyon 2016 pp4-6
$83bn
2015
www.derby.ac.uk/business
Sensitivity: Internal
Risk/Control/Involvement in the international marketplace:
Risk
Control
Involvement
Cost
Export
marketing
Low
High
Low
High
International
marketing
High
Low
High
Low
Global
marketing
High
High
Low
Low
www.derby.ac.uk/business
Sensitivity: Internal
Risk/Control/Involvement in the international marketplace:
Risk
Control
Involvement
Cost
Export
marketing
Low
High
Low
High
International
marketing
High
Low
High
Low
Global
marketing
High
High
Low
Low
www.derby.ac.uk/business
Sensitivity: Internal
Risk/Control/Involvement in the international marketplace:
Risk
Control
Involvement
Cost
Export
marketing
Low
High
Low
High
International
marketing
High
Low
High
Low
Global
marketing
High
High
Low
Low
www.derby.ac.uk/business
Sensitivity: Internal
Risk/Control/Involvement in the international marketplace:
Risk
Control
Involvement
Cost
Export
marketing
Low
High
Low
High
International
marketing
High
Low
High
Low
Global
marketing
High
High
Low
Low
www.derby.ac.uk/business
Sensitivity: Internal
www.derby.ac.uk/business
Sensitivity: Internal
The Challenges of the International
Marketing Environment #1
• Culture
– Often diverse and multicultural (underpins the following)
• Markets
– Widespread and sometimes fragmented
• Data
– Difficult to obtain and sometimes expensive
• Politics
– Regimes vary in stability, political risk becomes an
important variable
• Technological infrastructure
– necessary level of support to aid production and
communication with headquarters
www.derby.ac.uk/business
Sensitivity: Internal
• Governments
– Can be a strong influence in regulating importers and foreign
business ventures
• Economies
– Varying levels of development
• Finance
– Many differing finance systems and regulatory bodies
The Challenges of the International
Marketing Environment #2
www.derby.ac.uk/business
Sensitivity: Internal
• Stakeholders
– Commercial, home country and host country
• Business
– Diverse rules, culturally influenced
• Control
– Difficult to control and co-ordinate across markets
The Challenges of the International
Marketing Environment #3
www.derby.ac.uk/business
Sensitivity: Internal
Homework for next week
• Continue working on CW1 (the mini-literature review)
• By now you should have familiarised yourself with the classic Cross-cultural
analysis (CCA) techniques and be progressing with your critical evaluation
(task 1) – is a draft of task 1 complete?
• You should now also be beginning to compare and contrast the different CCA
approaches – what key differences are apparent (task 2)? Is a draft of task 2
complete yet?
• Start working on task 3 – begin to draft your (academically justified) views
regarding the relevance of the classic CCA approaches – what are your
conclusions and recommendations?
• We will review your progress in the 1-2- 1 sessions which are available for you
to book for weeks 5, 6 and 7 – this can be done by putting your name on the
list for an appointment in E406 reception.

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