characteristic of the environment of the international marketing
TRANSCRIPT
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Characteristic of the environment of the
international marketing.
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International Commercial Terms (INCOTERMS)
The INCOTERMS (International Commercial Terms) is a universally recognized set of
definitions of international trade terms, such as FOB, CFR and CIF, developed by the
International Chamber of Commerce (ICC) in Paris, France. It defines the trade contract
responsibilities and liabilities between buyer and seller.
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INCOTERMS
Incoterms consist of 4 groups (E,F,C,D) and are listed below in
order of increasing risk/liability to the exporter. Some Incoterms only
apply to ocean/inland, not air, transportation modes.
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INCOTERMS
• EXW - Ex Works -- The only Incoterm in Group E, represents the minimum liability to the seller. Risk and expenses are borne by the buyer, including payment of all transportation and insurance costs from the seller's door.
• GROUP “F” - Seller pays for pre-carriage at origin but does not pay for main carriage.
• GROUP “C” - Seller arranges and pays for main carriage but does not assume risk.
• GROUP “D” - Seller assumes the most cost/risk because goods must be made available upon arrival at agreed destination.
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Looking at the Global MarketingEnvironment
The International Trade System
The World Trade Organization and GATT
Regional Free Trade Zones
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WTO
The World Trade Organization (WTO) is an organization that intends to supervise and liberalize international trade. The organization officially commenced on January 1, 1995 under the Marrakech Agreement, replacing the General Agreement on Tariffs and Trade (GATT), which commenced in 1948. The organization deals with regulation of trade between participating countries; it provides a framework for negotiating and formalizing trade agreements, and a dispute resolution process aimed at enforcing participants' adherence to WTO agreements which are signed by representatives of member governments and ratified by their parliaments.
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WTO
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The General Agreement, on Tariffs and Trade
The General Agreement on Tariffs and Trade (GATT) is an international treaty designed to promote world trade by reducing tariffs and
other international trade barriers. There have been eight rounds of GATT talks since its
inception in 1948, in which member nations reassess trade barriers and set new rules for
international trade.
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Regional Free-Trade Zones
The European UnionEFTAAFTANAFTAANDEAN PACTSADCSAARCAPACMERCOSURUEMOA
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Economic Environmental Factors
Country’sIndustrialStructure
IndustrializingEconomies
IndustrialEconomies
SubsistenceEconomiesRaw Material
ExportingEconomies
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Political-Legal Environmental Factors
Attitudes Toward
InternationalBuying
GovernmentBureaucracy
Monetary and non-monetaryRegulations
PoliticalStability
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Monetary and non-monetary regulation
Tariff – is a tax levied by a government against certain imported products. Tariffs are designed to raise revenue or to protect domestic firms.
Quota – is a limit on the amount of goods that an importing country will accept in certain product categories; it is designed to conserve on foreign exchange and to protect local industry and employment.
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Monetary and non-monetary regulation
Embargo – is a ban on the import of a certain product.
Exchange controls – are government limits on the amount of its country foreign exchange smith other countries and on its exchange rate against other currencies.Non-tariff trade barriers – is non-monetary barriers to foreign products, such UK biases against a foreign company's bind or product standards that go against foreign company's product features.
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Cultural Environmental FactorsHow
CustomersThink About
andUse
Products
BehaviorBusinessNorms
and
CulturalTraditions,Preference
s,and
Behaviors
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Deciding which Markets to Enter
Indicators of market potential1. Demographic characteristics Size of population Rate of population growth Degree of urbanization Population density Age structure and composition of the population2. Geographic characteristics Physical size of a country Topographical characteristics Climate conditions3. Economic factors GNF per capita Income distribution Rate of growth of GNP Ratio of investment to GNP
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Establishing Market Entry Mode
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Direct investment – is an entering a foreign market by developing foreign-
based assembly or manufacturing facilities.
Establishing Market Entry Mode
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Establishing Market Entry Mode
Exporting – is a faltering a foreign market by sanding products and selling them through
international marketing intermediaries (indirect exporting) or through the company's
own department, branch, or safes representatives or agents (direct exporting).
Indirect ExportingDirect Exporting
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Joint venturing – is an entering foreign, markets by joining with foreign
companies to produce or market a product or service.
Establishing Market Entry Mode
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Licensing – is a method of entering a foreign market in 'which the company
enters into an agreement with a licensee in the foreign market, offering the right
to use a manufacturing process, trademark, patent, trade secret or other
item of-value for a fee or royally.
Establishing Market Entry Mode
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Contract manufacturing – is a joint venture in which a company contracts
with manufacturers in a foreign market to produce the product.
Establishing Market Entry Mode
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Management contracting – is a joint venture in which the domestic firm
supplies the management know-how to a foreign company that supplies the capital; the domestic firm exports management services rather than
products.
Establishing Market Entry Mode
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Joint ownership – is a joint venture in 'which a company joins investors in a
foreign market to create a local business in which the company shares joint
ownership and control.
Establishing Market Entry Mode
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Deciding on the Global Marketing Program
Five International Product and Promotion Strategies
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Straight product extension means marketing a product in a foreign market without any change.
Product adaptation involves changing the product to meet local conditions or wants.
Product invention – is creating new products or services for foreign markets.Product invention consists of creating something new for the foreign market.This strategy can take two forms, it might mean re Intro dueling earlier product forms that happen to be well adapted to the needs of a given country.Or a company might create a new product 10 meet a need in another country.
Deciding on the Global Marketing Program
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Communication adaptation – is a global communication strategy of fully adapting advertising messages to local markets.
Companies adopt a dual adaptation strategy when both the product and communication messages have to be modified to meet the needs and expectations of target customers in different country markets.
Deciding on the Global Marketing Program
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Distribution Channels
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Deciding on the Global MarketingOrganization
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Export department is an arm of international marketing organization that comprises a sales manager and a few assistants is to organize the shipping out of the company's goods 10 foreign markets.
International division – is a form of international marketing organization in which tin: division handles alt of the firm's international activities. Marketing, manufacturing, research, planning and specialist staff are organised into operating units according to geography or product groups, or as an international subsidiary' responsible for its own sales and profitability.
Global organization - affirm of international organization whereby top corporate management and staff plan worldwide manufacturing or operational facilities, marketing policies, financial flatus and logistical systems. The global operating unit reports directly to the chief' executive, not to an international divisional head.
Deciding on Global Marketing Organization
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