International Marketing Slides

Script

International Marketing
Prof. Dr. Marcus Hoffmann Baden-Wuerttemberg Cooperative State University Heidenheim Fall 2012

Recommended Literature

Kotabe, Masaaki; Helsen, Kristiaan:  Global Marketing Management,  4. Edition, John Wiley & Sons,  Hoboken 2008.

Albaum, Gerald; Duerr, Edwin: International Marketing and  Export Management, 6. Edition,  Prentice Hall, Harlow 2008.
2Special Aspects of International Marketing
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Marketing Essentials Environmental Factors Marketing Research Segmentation and Positioning Marketing Strategies Marketing Entry Strategies Product Policy Communication Policy Pricing Policy Sales Policy

Exercise: Recapitulation of Marketing Essentials
1. 2. 3. 4. 5. Why do customers buy products? Define the termmarketing. Why is Fielmann, the German optician retail chain, so successful? Which are the most important objectives of marketeers? What are the main differences in defining these markets:  B2C markets  B2B markets  markets for investment goods  B2G markets Which marketing instruments are most important for (please explain):   manufacturers  service providers

6.Special Aspects of International Marketing
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Marketing Essentials Environmental Factors Marketing Research Segmentation and Positioning Marketing Strategies Marketing Entry Strategies Product Policy Communication Policy Pricing Policy Sales Policy

Products have been traded across borders throughout recorded  civilization, extending back beyond the Silk Road that once connected East with West from Xian (China) to Constantinople.

Source:  http://images.google.de/imgres?imgurl=http://www29.homepage.villanova.edu/christopher.haas/SilkRoadmap.jpg&imgrefurl=http://www29.homepage.villanova.edu/christopher.haas/Crossroads.htm usg=__3bxla_GJy3T9hGlG2g9xPsztMI=&h=376&w=1061&sz=519&hl=de&start=9&um=1&tbnid=euneP5TqQQNwPM:&tbnh=53&tbnw=150&prev=/images%3Fq%3Dsilk%2Broad%26hl%3Dde%26client%3Dfirefo x‐a%26rls%3Dorg.mozilla:de: official%26sa%3DN%26um%3D1

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World Trade Streams
Inter- and intraregional trade in goods in bn. US$

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PSA Singapore Terminals is the world's busiest transhipment hub,  handling about 6 % of global container throughput.

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Revenues of German engineering companies (in bn. EUR)

export

Source:VDMA (Hrsg.): Maschinenbau rechnet 2011 mit achtProzent Wachstum, Pressemeldung vom 7.10.2010 sowie VDMA: Maschinenbau schöpft langsam Hoffnung, Pressemeldung vom 10.2.2010.

export

total

total

Machinery exports of the most important exporting countries
in % of total machineery exports,* 2009
Quelle: VDMA (Hrsg.): Auftragseingang im Maschinenbau, Frankfurt a. M., 4.4.2011, S. 3.

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Source: WTO: International Trade Statistics2010, Geneva 2011, p. 5.

Source: WTO: International Trade Statistics 2010, Geneva 2011, p. 5.

Trade Balance of OECD countries and OECD aspirants:
(in billion US$, average 2005‐2007)
220 140 100 60 20 -20 -60 -100 -140 -220
‐854 bn. US$ +224 bn. US$
Source: OECD Factbook 2009; http://oberon.sourceoecd.org/vl=1525416/cl=24/nw=1/rpsv/factbook2009/03/01/02/index.htm

180

-180Source: WTO: International Trade Statistics 2010, Geneva 2011, p. 4.

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Reasons for the global trade decline in 2009
1. In the economic crisis the fall‐off in demand was more    wide‐spread than in the past 2. Shortage of trade finance 3. Protection 4. Increasing presence of global supply chains in total trade
Today, goods cross many frontiers during the production process and components in the final product are counted every time they cross a  frontier.  

http://www.wto.org/english/news_e/pres09_e/pr554_e.htm

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Exercise: Environment of International Marketing
1. Define the terms Domestic Marketing, Export Marketing,  International Marketing, Multinational Marketing and Global Marketing. 2. Which are important factors of the economic and financial environment...