8/7/2019 IM LECTURE 1 - 080211

1/16

International Marketing

instructor: ankit shah

8/7/2019 IM LECTURE 1 - 080211

2/16

What are we going to learn today..

What is so different about IM?

What is difference between

International Marketing & Global

Marketing

Pitfalls Committed

8/7/2019 IM LECTURE 1 - 080211

3/16

International Marketing

"At its simplest level, international marketing

involves the firm in making one or more

marketing mix decisions across national

boundaries. At its most complex level, it

involves the firm in establishing

manufacturing facilities overseas and

coordinating marketing strategies across theglobe."

8/7/2019 IM LECTURE 1 - 080211

4/16

Global Marketing

Global marketing refers to marketing activities

coordinated and integrated across multiple

country markets

8/7/2019 IM LECTURE 1 - 080211

5/16

Pitfalls Coca Cola went wrong

The name Coca-Cola in China was first

rendered as Ke-kou-ke-la. Unfortunately, the

Coke company did not discover until they

came to know that phrase means bite the

wax tadpole or female horse stuffed with

wax depending on the dialect.

8/7/2019 IM LECTURE 1 - 080211

6/16

Coca Cola done right

Coke then researched 40,000 Chinese

characters and found a close phonetic

equivalent ko-kou-ko-le, which can be

loosely translated as happiness in the

mouth.

8/7/2019 IM LECTURE 1 - 080211

7/16

Coca Cola done right

Coke then researched 40,000 Chinese

characters and found a close phonetic

equivalent ko-kou-ko-le, which can be

loosely translated as happiness in the

mouth.

8/7/2019 IM LECTURE 1 - 080211

8/16

8/7/2019 IM LECTURE 1 - 080211

9/16

Slang

Ford had a problem in Brazil when the Pinto

flopped. The company found out that Pinto

was Brazilian slang for tiny male genitals.

Ford pried all the name plates off and

substituted Corcel, which means horse.

8/7/2019 IM LECTURE 1 - 080211

10/16

What is different about IM?

Examples of linguistic problems

How many languages in the world? Countrylanguage

USA - growth of Spanish

1/4 population Hispanic in 20 years

language >>>culture

translation relatively easy - culture more

complex

8/7/2019 IM LECTURE 1 - 080211

11/16

More than languages

Law

first aspect

How does law affect marketing?

Prohibition

alcohol, tobacco, sex, GM foods

Restrictions

children

Obligations

8/7/2019 IM LECTURE 1 - 080211

12/16

More than languages Contd

Packaging

contents, languages, child-proof

Environmental standards

emissions, disposal

Ownership and access to market

mandatory joint ventures

8/7/2019 IM LECTURE 1 - 080211

13/16

8/7/2019 IM LECTURE 1 - 080211

14/16

What does this mean?

IM is marketing in a more complex

environment

All aspects of market planning have to be

reexamined

What works in one place MAY not work in

another

8/7/2019 IM LECTURE 1 - 080211

15/16

Approach to learning

Facilitate learning rather than prescribing

Learn by doing

Case studies, and projects>exam

Group work, but do not neglect individual

work

Relevant - real issues rather than text bookexamples

Contemporary up-to-date

Utilise technology lots of online material

8/7/2019 IM LECTURE 1 - 080211

16/16

Thats All Folks !!!