Notes on The Scope and Challenge of International Marketing | HIN 131, Study notes of Brand Marketing

Download Notes on The Scope and Challenge of International Marketing | HIN 131 and more Study notes Brand Marketing in PDF only on Docsity! HIN131 Global Fashion Marketing Chapter 1: The Scope & Challenge of International Marketing Department of International Trade & Marketing Patrick Yanez International Marketing Defined d International marketing is the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit. Patrick Yanez The Self-Reference Criterion (SRC) & Eth t i nocen r sm SRC is an unconscious reference to one’s own cultural values, experiences, and knowledge as a basis f d i ior ec s ons. Ethnocentrism is the notion that one’s own culture or company knows best how to do things. Patrick Yanez Internationalization of Businesses Stages of International Marketing Involvement Strategic Orientation 1. No direct foreign marketing 1. Domestic market extension 2. Infrequent foreign marketing 3. Regular foreign marketing 2. Multidomestic market 3. Global market 4. International marketing 5. Global marketing Patrick Yanez