INTERNATIONAL

MARKETING

HO THI HAI THUY

F O R E I G N T R A D E U N I V E R S I T Y,
HO CHI MINH CITY CAMPUS
INTRODUCTIONS
Ho Thi Hai Thuy (MS.)
Foreign Trade University, Hochiminh city campus
Email: [email protected]
Tel: 0987 867 288
Teaching/Research:
Principles of Marketing
Marketing Management
International Marketing
Intellectual Property
 COURSE OUTLINE
1 • Overview of Marketing
2 • International marketing environment
3 • International market research
4 • International Product Decisions
5 • International price decisions
6 • International distribution decisions
7 • International promotion decisions
8 • Branding
class date content Note/preparation
1 Course introduction
2 Overview of Marketing
3 Overview of Marketing

4 International marketing environment

5 International marketing environment
6 International market research
7 International Product Decisions
8 International Product Decisions

9 International price decisions

10 International distribution decision
11 International promotion decisions
12 International promotion decisions
13 Branding
14 EXAM
15 Selection topics + Review
COURSE RESOURCES
•  Text book:
+ International Marketing: Strategy and Theory, 5th edition, Sak Onkvisit and John
J. Shaw (now refered to as TB1)
+ International Marketing, Philip R. Cateora, Mary C. Gilly, John L. Graham (now
refered to as TB2)
+ Global Marketing, 7th edition, Warren J. Keegan, Mark C. Green (now referred to
as TB3)
•  Reference:
+ Global Marketing, Svend Hollensen, 8th ed, 2020, Pearson
•  Analysis of case studies in lectures
•  Lecture slides
•  Individual/Group presentations
GRADING
•  Class attention: 10%
•  Midterm assignment: 30%
•  Final Exam: 60%
•  Bonus marks: individual/group activities
MIDTERM ASSESSMENT:
WRITING EXAM
Team of 4-6 students: Report (word limit: 2000) + Presentation
Students are required to produce a comprehensive global marketing report on an international market for a
chosen company
1. Provide a brief background on the company/product (10% of word count) – make sure the background is
relevant to a global marketing report. (Do not provide the history of the company/product)
 2. Choose two international markets that the company/ brand/ product are already operating in
-  Using global marketing model(s) for international market selection, compare both international markets
Firstly you must discuss at least one model that could be used when reviewing market selection.
Secondly you must justify your market selection criteria, and why this selection criteria supports a
comparison of two markets for your chosen company. e.g. consumer spending power, demographics etc.
-  You must apply your chosen market selection criteria (you may want to use a table to help you compare
the two markets),
-  Summarise why your company choose these markets. (40% of word count)
 3. Analyse the method of market entry used by your company/ product to enter one of these markets, and
evaluate if this entry method was the best option. Justify your evaluations using academic theory,
research and/or evidence. (30% of word count)
4. Review marketing strategies (e.g. product adaptations/ communicaiton mix) that were used to ensure
success in an international market. (20% of word count).
 INDIVIDUAL/PAIR BONUS MARKS
•  For session 15th, any individual or pair who want to get
bonus mark can register a topic related to a Contemporary
international marketing issues to present on that day.
Lecturer will choose some outstanding reports to be
presented for 10-15 minutes .
•  Deadline to register the topic: …..
10% of that mark will be added to the midterm mark.
•  Any contribution of individual/groups to the class’s activities
can be considered to bonus marks.
CHAPTER 1: Overview of Marketing
CONTENT

2. What is
1. What is
international
Marketing?
Marketing?

3. What are the

tasks of 4. Why
International internationalize?
Marketing?
CONTENT

1. What is Marketing?
 DEFINITIONS OF MARKETING

AMA, 2013

Marketing is the activity, set

of institutions, and processes Offerings is some combination
for creating, communicating, of products, services,
delivering, and exchanging information, or experiences
offerings that have value for offered to a market to satisfy
a need or want.
customers, clients, partners,
and society at large.
DEFINITIONS OF MARKETING
Philip Kotler, 2017

(Broadly defined) (In narrow business

context)
• A social and • Marketing is the
managerial process by process by which
which individuals and companies create
groups obtain what value for customers
they need and want and build strong
through creating and customer
exchanging products relationships in order
and values with to capture value from
others. (Kotler et al, customers in return.
2017)
CUSTOMER-PERCEIVED VALUE

The customer’s evaluation of the difference

between all the benefits and all the costs of a
marketing offer relative to those of competing
offers.
MARKETING DEVELOPMENT

Marketing
Marketing 4.0 5.0
• Digital/society
Marketing 3.0
• value

Marketing
2.0
• Customer’s
need
Marketing
1.0
• product
FUNCTIONS OF MARKETING
 MARKETING SYSTEM OF COCA COLA VIETNAM
Agency
Supplier
BTL

Agency
ATL

Customer Sales Trade Brand

Analysis Media

Agency
Market
Research
MARKETING MIX
CONTENT

2. What is
international
Marketing?
DEFINITION OF INTERNATIONAL MARKETING

International marketing is the multinational process

of planning and executing the conception,
pricing, promotion, and distribution of ideas,
goods, and services to create exchanges that
satisfy individual and organizational
objectives.
(AMA, cited in Sak Onkvisit and John J. Shaw
2004)
DEFINITION OF INTERNATIONAL MARKETING

International marketing is the performance of business

activities designed to plan, price, promote, and direct
the flow of a company’s goods and services to
consumers or users in more than one nation for a
profit.
(Philip R.Cateora, 2012)
DEFINITION OF INTERNATIONAL MARKETING

International marketing is the process of planning and

conducting transactions across national borders to
create exchanges that satisfy the objectives of
individuals and the organizations.
(M.R. Czinkota, 2011)
INTERNATIONAL DIMENSIONS OF MARKETING
Global
International Multinational Marketing
marketing marketing
- Companies treat the world,
- Companies seek markets all including their home market,
over the world as one market.
- sell products that are a result - Market segmentation
of planned production for decisions are no longer
markets in various countries. focused on national borders.
- This planning generally entails Instead, market segments are
not only the marketing but also defined by income levels,
the production of goods outside usage patterns, or other
the home market. factors that frequently span
countries and regions.
->At this point, a company
becomes an international or
multinational marketing firm.
 DEVELOPMENT OF THE GLOBAL MARKETING
CONCEPT

Polycentric
Ethnocentric Regiocentric Geocentric (global)
(multidomestic)
• The home country • each country is • the world consists • the world is getting
is superior and the unique -> should be of regions (e.g. smaller and
needs of the home targeted in a Europe, Asia, the smaller. The firm
country are most different way. Middle East). The may offer global
relevant. • there are different firm tries to product concepts
• Controls are highly conditions for integrate and but with local
centralized and the production and coordinate its adaptation (‘think
organization and marketing in marketing program global, act local’).
technology different locations - within regions, but
implemented in > adapt to those not across them.
foreign locations different conditions
will be largely the -> maximize profits
same as in the in each location.
home country. • The control is highly
decentralized
among affiliates,
and communication
between
headquarters and
affiliates is limited.
GLOCALIZATION

“The development and selling of

products or services intended for the
global market, but adapted to suit local
culture and behaviour.
(Think globally, act locally)”

Hollensen, S.( 2012) Essential of Global Marketing. Pearsons. 2nd Edition

 The glocalization framework

Hollensen, S.( 2012) Essential of Global Marketing. Pearsons. 2nd Edition

BENEFITS OF GLOCALIZATION
 BENEFITS OF GLOCALIZATION
Combination of §  Dynamic interdependence between head-
globalization and quarters and subsidiaries
localization §  Ensuring local flexibility while exploiting
the benefits of global integration and
-> Optimize the balance efficiencies (eg. economies of scales)
between standardization §  Ensuring worldwide diffusion of
versus adaptation innovation (Product/service developed
and distributed globally -> common
-> Focusing on the global technology)
differences of consumers §  Better product performance in different
use conditions
in different markets while §  Penetrate closer to the market ->
also maximizing the Accommodate user/consumers in local
benefit of the similarities. market
§  Meet local requirements/standards: local
laws, customs or consumer preferences
§  Greater interest to end user
§  Excellent local image
DISCUSSION

Are domes)c and interna)onal marke)ng

similar in nature but not in scope?
Is interna*onal marke*ng nothing but
domes*c marke*ng on a larger scale?
CONTENT

3. What are the tasks

of International
Marketing?
THE INTERNATIONAL MARKETING TASK
THE INTERNATIONAL MARKETING TASK

Marketing Aspects of
Decision the domestic
Factors environment

Aspects of
the Foreign
Environment
MARKETING DECISION FACTORS

The marketing manager blends price, product, promotion,

channels-of-distribution, and research activities
(controllable elements) to capitalize on anticipated
demand
The controllable elements can be altered in the long run
and, usually, in the short run to adjust to changing
market conditions, consumer tastes, or corporate
objectives.
ASPECTS OF THE DOMESTIC ENVIRONMENT

Domestic environment uncontrollable variables include

home-country elements that can have a direct effect on
the success of a foreign venture: political and legal
forces, economic climate, and competition.
The marketer must actively evaluate and, if needed,
adapt. The adaptation of the marketing mix to these
environmental factors determines the outcome of the
marketing enterprise
ASPECTS OF THE FOREIGN ENVIRONMENT

Elements in the uncontrollable international environment

include political/legal forces, economic forces,
competitive forces, level of technology, structure of
distribution, geography and infrastructure, and cultural
forces.
These forces constitute the principal elements of
uncertainty an international marketer must cope with in
designing a marketing program.
DEVELOPMENT OF AN INTERNATIONAL MARKETING
PLAN
DEVELOPMENT OF AN INTERNATIONAL MARKETING
PLAN
DEVELOPMENT OF AN INTERNATIONAL MARKETING
PLAN
DEVELOPMENT OF AN INTERNATIONAL MARKETING
PLAN
CONTENT

4. Why
internationalize?
 INTERNATIONALIZATION MOTIVES

Proactive motives Reactive motives

• Motives represent • Indicate that the

stimuli to attempt firm reacts to
strategy change, pressures or threats
based on the firm’s in its home market
interest in exploiting or in foreign markets
unique competences and adjusts
(e.g. a special passively to them by
technological changing its
knowledge) or activities over time.
market possibilities.
INTERNATIONALIZATION MOTIVES
INTERNATIONALIZATION TRIGGERS
Internal or external events taking place to initiate internationalization.