Documentos de Académico
Documentos de Profesional
Documentos de Cultura
15th edition
Introduction (1 of 2)
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Introduction (2 of 2)
Overview of Chapter 1
Global Perspective
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Internationalization of
U.S. Business (1 of 2)
Foreign Acquisitions
of U.S. Companies
Exhibit 1.1
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Internationalization of
U.S. Business (2 of 2)
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International Marketing
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Exhibit 1.3
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Firm
Characteristics
Product
Price
Place
Promotion
Research
Domestic Environment
Political forces
Legal forces
Economic forces
Competition
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Foreign Environment
Political forces
Legal forces
Economic forces
Competition
Level of
technology
Geography
Culture
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Environmental Adaptation
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Obstacles to Adaptation
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Self-Reference Criterion
(SRC)
16
Ethnocentrism
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Beyond Obstacles
to Adaptation
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Cross-Cultural Analysis
19
Developing
Global Awareness
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Approaches to
Global Awareness
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International Marketing
Involvement - Stages
No Direct
Infrequent Foreign
Foreign Marketing
Marketing
Global
Marketing
Regular Foreign
International
Marketing
Marketing
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No Direct Foreign
Marketing Reactive
Trading companies
Foreign customers who contact firm
Domestic wholesalers/distributors
Web orders
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Infrequent Foreign
Marketing Reactive
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Regular Foreign
Marketing Proactive
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International Marketing
Proactive
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Global Marketing
Proactive
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Textbooks Orientation
An environmental/cultural approach to
international strategic marketing
Aim is to demonstrate the unique problems of
international marketing
Attempts to relate the foreign environment to
the marketing process and to illustrate the many
ways in which culture can influence the
marketing task
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Exhibit 1.4
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Summary (1 of 2)
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Summary (2 of 2)
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