International

Configuration of assets and capabilities: Source of core competencies centralized, others decentralized.

Roles of overseas operations: Adapting and learning patent company strategies.

Development and diffusion of knowledge: Knowledge developed at the centre and transferred to overseas units.

Transnational

Configuration of assets and capabilities: Dispersed, independent and specialized.

Roles of overseas operations: Differentiated contributions by national units to integrated worldwide operations.

Development and diffusion of knowledge: Knowledge developed jointly and shared worldwide

Main features of International Organizations:

MNC is characterized by polycentrism.

International corporation is characterized by high parent control of foreign subsidiaries.

Global corporation is characterized by concentration of resources and authority in the parent company.

TNC is characterized by interdependence and integration between the overseas units.

Regardless the country and the environment, there are marketing concepts that contain the essence of marketing and are valid in all markets.

Marketing concept is management philosophy according to which the firm's goals can be best achieved through identification and satisfaction of the customers' stated and unstated needs and wants.

Kotier Classic Core Marketing Concepts

Needs, wants and demand – Products—value satisfaction, quality – exchange, transactions, relationship – markets ( і в схемі стрілка повертається до Needs)

The principles such as marketing strategy or marketing mix such as product, price, placement and promotion and processes of marketing are universal and can be applying for international marketing.

Marketing Mix is the mix of controllable marketing variables that the firm uses to pursue the desired level of sales in the target market. The most common classification of these factors is the four-factor classification called the "Four Ps"-price, product, promotion, and place (or distribution).

(American Marketing Association)

Environmental Divergence and Convergence (Onkvisit & Shaw, 2004)

Koла Foreign Country, Foreing country I Home country перетинаються між собою і утворюють на перетені спільну область в цій області:

As shown above, the two or more sets of environmental factors overlap, indicating that some similarities are shared by the countries involved

International Marketing Mix (Onkvisit & Sha\v,2004)

Кола Foreign Country i Home country накладені на квадрат з зазначенням 4P’s і утворюють певне полетам де перетинаються:

A firm’s marketing mix is determined by the uncontrollable factors within each country’s environment as well as by the interaction between the sets. For optimum results a firm's marketing mix may have to be modified to conform to a different environment.

The degree of overlap of the sets of uncontrollable variables will dictate the extent to which the four Ps of marketing must change - the more the overlap, the less the modification

Domestic Marketing vs International marketing

Domestic Marketing

one country environment

Marketing Mix development

- product

- price

- promotion

- place

International marketing

different countries environment

Marketing mix modification, according to different environments:

- product adaptation or standardization

- price adaptation or standardization

- promotion adaptation or standardization

- place adaptation or standardization

Two Fundamental Approaches of International Marketing

THE MULTINATIONAL APPROACH

Principally focuses on country markets and special marketing strategy is developed for each market, where efforts are adjusted to the differences in marketing environment

ADAPTATION

is an international marketing strategy for adjusting the marketing strategy and mix elements to each international target market, bearing more costs but hoping for a larger market share and return (Armstrong & Kotler, 2008)

THE GLOBAL APPROACH

Focuses on product markets rather than distinguishing the markets into geographical areas. Emphasizes the similarities between markets, trying to take advantage of similar consumer aspirations and similar marketing infrastructure, when implimating marketing strategies

STANDARDIZATION

marketing is an International Marketing strategy for using basically the same marketing strategy and mix in all the companies international markets (Armstrong & Kotler, 2008).