Chapter 1.DMK 2013 What is International Marketing

Sakinah Shukri@msuMalaysia

Performance of business activity designed to plan, price, promote and direct the flow of a company goods and service to consumer in more than one nation for Profit.

Marketing activity that take place in more than one country

(Philip R.Cateora)

The task is, more complicated than domestic marketing.

International Marketers must deal with at least with two levels of uncertainty situation.

The controllable factor is easier for organization to control comparing to the domestic environment and foreign environment.

• The key to successful international marketing is to bring up your knowledge and adapt to the environment situation

• Adaptation is an effort that being put by international marketer to anticipate the factors that can effect their marketing activity

• SRC is an unconscious factors that can affect the cultural attitude .

The knowledgeable market will identify these opportunities and aware on the situation of the global market.

Marketer will conduct a cross cultural analysis.

1.Define business problem or goal

2.Make no Value Judgments

3.Isolate the SRC influence

4.Redefine the Problem

A strategy that involves marketing products similar to ones already on the market in a manner as congruent as possible with existing cultural norms

-Unplanned Cultural Change

(http://www.emstac.org/registered/topics/esl/definitions/cultural_congruence.htm)

• A responsible effort to learn from others cultural way for better solutions to a society particular problem

• New Culture is learned, passed on to generation

• Taking ideas, customs and social behaviors from another culture/civilization.

• Eg: in Japan the local eat rice with soup together but in indonesia the soup is ate separately so the new generation had borrow the japan culture by eating rice with soup.

• Sak.Onkvisit., & John J.Shaw.,(2009) International Marketing: Strategy and theory.5th edn.Milton Park.Routledge

• Case Study: Korean youth http://aas.stanford.edu/journal/Old%20Paper%20Pages/kryou09.pdf

• Example for American culture borrowing <

http://aas.stanford.edu/journal/Old%20Paper%20Pages/kryou09.pdf>