Page 6 - DMGT547_INTERNATIONAL_MARKETING

Navneet Kaur, Lovely Professional University
Unit 1: Basics of International Marketing

Unit 1: Basics of International Marketing Notes

CONTENTS
Objectives

Introduction
1.1 Concept of International Marketing

1.1.1 Environmental and Cultural Dynamics of Global Markets
1.1.2 Main Functions in International Marketing
1.2 International Marketing vs. Domestic Marketing

1.3 Principles of International Marketing
1.3.1 Customer Value and the Value Equation
1.3.2 Competitive or Differential Advantage

1.3.3 Focus
1.4 Management Orientations
1.4.1 Ethnocentric

1.4.2 Polycentric
1.4.3 Regiocentric and Geocentric Orientations

1.5 Benefits of International Marketing
1.6 Emerging Opportunities in International Marketing
1.6.1 Multinational Corporations

1.6.2 Transnational Corporations
1.7 Summary

1.8 Keywords
1.9 Review Questions
1.10 Further Readings

Objectives

After studying this unit, you will be able to:

Describe the concept of International Marketing
Explain the difference between International and Domestic Marketing

Discuss the principles of International Marketing
Elaborate the concept of Management orientation
Explain the benefits of International Marketing
Focus on emerging opportunities of International Markets

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