Topic 1. International marketing essence and tasks

1.International marketing subject , structure and tasks

2Functions of intern marketing within the international enterprise system

3.International marketing concepts evolution

4.Intern marketing mix

The subject of international marketing is the whole complex of enterprise international marketing activity systematic management.

The object is to form international marketing activity knowledge and skills necessary to achieve international business commercial aims.

International marketing tasks:

*to form students understanding of integral concept of international marketing activity

*to learn category instruments used in international marketing activity

*to form international marketing environment theoretical foundation understanding and to evaluate its attractiveness for international economic activity

*to learn methods of marketing information acquisition and its processing in the field of international activity

*to determine basic constituents and characteristics of enterprise international marketing policy development

*to study forms of business partners interaction in foreign trading networks

*to study peculiarities of communication policy organization on international markets

*to learn peculiarities of different international marketing strategies realization

*to form students understanding of communication policy of sale peculiarity

*to acquire enterprise international marketing policy formation skills

*to establish basis for acquired theoretical knowledge usage in practice

International marketing task is to form the controllable elements of marketing decisions (product, price, promotion and distribution) within the framework of uncontrollable elements of the market place (competition, consumer behavior, politics) in such a way that marketing objectives are achieved.

Elements of international marketing tasks:

*Marketing controllable are the elements the marketer controls and he can change at his own will (price, promotion, product, distribution). The controllable elements can be altered in the long run and in the short run, to adjust to changing market conditions, consumer’s tastes or corporate objectives.

*Domestic uncontrollable refers to home country elements that can have a direct effect on the success of a foreign venture and they are out of the immediate control of the marketer.

* Foreign uncontrollable refers to the elements outside the home country that are not in the immediate control of the company (politics, technology, economic climate).

International marketing task model (Cateora & Graham)

(Малюємо 3 кола один в одному )

1.Controllable: price, product, promotion, channels of distribution

2.Domestic (uncontrollable): political/legal forces, competitive forces, economic climate

3.Foreign environment (uncontrollable): economic forces, competitive forces, level of technology, structure of distribution, geography and infrastructure, cultural forces

Competences and functions of international marketing within the enterprise

(Табличка 3 колонки – 1.Competences; 2. Functions; 3.Output )

*Competences (environmental competence) + Functions (int. marketing environment studying) =situational analysis of int. marketing environm.: cultural & social forces, political & regulatory climate

* Competences (analytic competence) + Functions (intern. Opportunities analysis) = foreign markets segmentation, foreign marketing research

* Competences (strategic competence) + Functions (intern. market. strategies development ) = intern markets selection process, entry mode decisions

* Competences (Functional competence) + Functions (intern marketing programs elaboration) =product strategy, selection of intern channels of distribution, intern promotion strategies of elaboration, intern marketing pricing

* Competences (managerial competence) + Functions (organizing intern marketing) = organiz structures decisions, control of intern or global organization

Internationalization is the term we use for a firm’s expansion from its domestic market into foreign markets