Chapter 1 The Scope and Challenge of International Marketing

* International Marketing is the activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. * Differences of Intl Marketing from National marketing: the difficulties created by different environments and the need to coordinate international expansions across cultures to achieve efficiency and effectiveness to achieve firms’ goals. * Globalization: the increased mobility of goods, services, labor, technology, capital throughout the world. * HOW does globalization affect Canadian marketers?
Positive impacts * marketers how now much more access to more information about their markets and consumers (domestically and internationally) * much easier communication with suppliers and consumers today * because of free trade agreements, easier to penetrate/venture into other foreign markets * opportunities to lowering production and marketing costs due to the ability to standardize products and processes * and ultimately benefit from having to deal with fewer national currencies (e.g transactions could be in US Dollar, or Euros because EU nations use that), which reduces risks and costs.
Negative impacts * small Canadian companies and marketers find it difficult to compete on an even playing field with larger transnational companies. * Globalization is forcing firms to identy core competencies and develop sustainable advantages that will insulate them from competition. * Uncontrollable elements: competitive structure, economic climate, political/legal forces, competition, legal restraints, government controls, weather, fickle consumers. Marketers can’t control these factors but must adjust or adapt to them in a manner consistent with a