Docsity
Docsity

Prepare for your exams
Prepare for your exams

Study with the several resources on Docsity


Earn points to download
Earn points to download

Earn points by helping other students or get them with a premium plan


Guidelines and tips
Guidelines and tips

International Marketing: Understanding the Controllable and Uncontrollable Factors - Prof., Study notes of Marketing Management

An overview of international marketing, focusing on the controllable elements (product, price, place, and promotion) and uncontrollable environmental factors (competition, politics, consumer behavior, laws, technology, geography, and infrastructure) that impact business activities in multiple nations. The document also discusses the importance of adapting or standardizing the marketing mix to environmental differences and the influence of seven environmental factors on international marketing orientations.

What you will learn

  • What are the controllable elements in international marketing?
  • What are the uncontrollable factors in international marketing?
  • What are the concepts of customization and standardization in international marketing?

Typology: Study notes

2015/2016

Uploaded on 01/13/2016

jspahic1121
jspahic1121 🇺🇸

1 document

1 / 9

Toggle sidebar

This page cannot be seen from the preview

Don't miss anything!

bg1
INTERNATIONAL
MARKETING
the performance of business
activities that direct the flow of a
companys goods and services to
consumers or users in more than one
nation for profit
pf3
pf4
pf5
pf8
pf9

Partial preview of the text

Download International Marketing: Understanding the Controllable and Uncontrollable Factors - Prof. and more Study notes Marketing Management in PDF only on Docsity!

INTERNATIONAL

MARKETING

“the performance of business

activities that direct the flow of a

company’s goods and services to

consumers or users in more than one

nation for profit”

Controllable elements:

product

price

place

promotion

Domestic Uncontrollables

laws

economic strength

strength of the dollar

international political actions

The International Marketing Task

  1. Economy

Environmental

uncontrollables

country market A

Environmental

uncontrollables

country

market B

Environmental

uncontrollable

s

country

market C

  1. Competition
    1. Competition
      1. Technology Price Product

Promotion

Place or

Distribution

  1. Geography and

Infrastructure

Foreign Environment

(Uncontrollables)

  1. Structure of

Distribution

  1. Economy
  2. Political-

Legal

Domestic environment

(Uncontrollables)

(Controllables)

2 .Technology

Culture

  1. Political-

Legal

Culture

Target

Market

Pew Global Attitudes Project

http://pewglobal.org/reports/display.p

hp?ReportID=

Environmental Adaptation Needed

Differences are in the uncontrollable environment of international

marketing

Differences are in the uncontrollable environment of international

marketing

Firms must adapt to uncontrollable environment of international

marketing by adjusting the marketing mix (product, price,

promotion, and distribution)

Firms must adapt to uncontrollable environment of international

marketing by adjusting the marketing mix (product, price,

promotion, and distribution)

Adaptation

(of Marketing Mix)

Standardization

(of Marketing Mix)

Continuum

INFLUENCED BY 7 ENVIRONMENTAL FACTORS