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The International Marketing Environment Vladislav Kaputa

Explore the complexities of international marketing encompassing cultural, legal, economic, political, and technological factors. Delve into the social and cultural intricacies, legal dimensions, economic landscapes, political dynamics, and evolving technological influences shaping global trade. Unravel the differences between international and domestic marketing strategies.

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The International Marketing Environment Vladislav Kaputa

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  1. The International Marketing EnvironmentVladislav Kaputa

  2. DIFFERENCES BETWEEN INTERNATIONALAND DOMESTIC MARKETING • Culture: often diverse and multicultural markets • Markets: widespread and sometimes fragmented • Data: difficult to obtain and often expensive • Politics: regimes vary in stability – political risk becomes an important variable • Governments: can be a strong influence in regulating importers and foreign business ventures • Economies: varying levels of development and varying and sometimes unstable currencies • Finance: many differing finance systems and regulatory bodies • Stakeholders: commercial, home country and host country • Business: diverse rules, culturally influenced • Control: difficult to control and coordinate across markets. [Doole, Lowe, 2008]

  3. Content • Social & Cultural Environment • Legal Environment • Economic Environment • Political Environment • Technological Environment

  4. Social& Cultural Environment • Growth and movement in populations around the world

  5. Social& Cultural Environment • Societal classes

  6. Social& Cultural Environment • Language (the choice of product’s name is critical) • Aesthetics (the differences in attitudes towards colour, shape, scent, sound) • Religion (Islam, Hinduism) • Education (speak in a way which addressee will understand)

  7. LegalEnvironment • Laws constitute the ‘rules of the game’ for business activity • Different legal systems! • Piracy, Accomplishment of law, Restriction to enter market • Certification, Norms The legal environment in international marketing has three dimensions: • Local domestic laws • International law • Domestic laws in the home country

  8. EconomicEnvironment • The Big Mac index

  9. EconomicEnvironment • The developed countries (EU, NAFTA, Japan) • The emerging markets (e. g. BRIC) • Less developed / Developing countries + Currency risk

  10. EconomicEnvironment / TheGlobalTradeEnvironment The development of world institutions to faster international trade • The WTO and GATT The development of world trading groups • Free Trade Areas • Custom Unions(e. g. Belarus, Russia and Kazakhstan) • Common Market • Economic Union

  11. PoliticalEnvironment Liberalism versus Protectionism • Operational restrictions (exchange controls, employment policies) • Discriminatory restrictions (import quotas, non-tariff barriers, bans, special taxes and tariffs) • Physical actions – direct government interventions (e. g. confiscations, forced takeover by the government)

  12. TechnologicalEnvironment • IT • Communication Technologies • Internet / www • ...

  13. Conclusion (Doole, Lowe, 2008)

  14. References • Doole, I., Lowe, R. 2008. International Marketing Strategy: Analysis, Development & Implementation. 5th ed., London: South-W. Cengage Learning, ISBN978-1-84480-763-5. • KEEGAN. W. J., GREEN. M. C. Global Marketing (5th Edition). Prentice Hall Publishing.

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