PERTEMUAN KE 1 MATA KULIAH PEMASARAN INTERNASIONAL (RUANG LINGKUP PEMASARAN INTERNASIONAL)

Summary

This transcript is from a lecture on International Marketing, where the professor introduces the topic of global market scope, highlighting key factors that drive globalization, such as customer needs, competition, and cost drivers. The lecture covers various marketing concepts, including the evolution of marketing strategies from production to social marketing. The professor emphasizes the importance of understanding global consumer behavior and adapting strategies to diverse international markets. The session also explores marketing models like ethnocentric, polycentric, and geocentric approaches, focusing on how businesses expand and adapt their operations globally.

Takeaways

• 😀 Globalization is a driving force in international marketing, influencing the production and distribution of products worldwide.
• 😀 Customer factors, like shared needs across different countries, play a significant role in the globalization of markets.
• 😀 Cost factors, such as cheaper labor in countries like Taiwan and China, push companies to scale and reduce costs.
• 😀 Government policies, including tariff reductions and market liberalization, can impact international marketing strategies.
• 😀 The rise of global competition, with increasing foreign-owned businesses and emerging competitors from countries like China, affects the global market dynamics.
• 😀 Marketing has evolved from production-focused strategies to customer-oriented and socially responsible approaches.
• 😀 The global marketing mix now includes not only product, price, place, and promotion but also people and processes.
• 😀 Domestic marketing is focused solely on serving local markets, while export marketing involves selling products internationally based on domestic experience.
• 😀 Multinational marketing involves adapting marketing strategies to fit local preferences and market conditions.
• 😀 Global marketing strategies aim for integration across markets, with companies maintaining a balance between global unity and local adaptation.
• 😀 Different marketing orientations exist, such as etnocentric (home-country focused), polycentric (country-specific), and geocentric (global approach), each affecting the way companies approach international markets.

Q & A

What is the main topic discussed in the first class meeting of the International Marketing course?

The main topic discussed is the scope of international marketing, including the factors driving globalization, marketing strategies, and the evolution of marketing concepts.

What are the 4C drivers of globalization mentioned in the script?

The 4C drivers of globalization are Customer, Cost, Country, and Competition.

How does customer demand influence globalization according to the script?

Customer demand influences globalization when consumers in different countries share similar needs for certain products or services, prompting businesses to expand internationally.

What role do global distribution channels like TNT and DHL play in international marketing?

Global distribution channels such as TNT and DHL provide essential transportation and logistics services, facilitating the growth of global marketing strategies by enabling businesses to reach international customers efficiently.

What is the significance of transferable marketing in global marketing?

Transferable marketing refers to the use of consistent marketing strategies across different countries, such as packaging, advertising, and brand names, which proves effective in reaching global consumers.

How does the increasing convergence of lifestyles and tastes impact international marketing?

The increasing convergence of lifestyles and tastes, such as McDonald's success in Russia and China, indicates that global consumers are becoming more similar in their preferences, creating opportunities for companies to standardize their products and marketing across different regions.

What are the factors that contribute to cost drivers in global marketing?

Cost drivers include factors like the need for economies of scale, rapid technological innovation, advances in transportation, and the rise of new industrialized countries with cheaper labor costs, such as Taiwan and China.

What role do government actions play in the globalization of markets?

Government actions, such as reducing tariff and non-tariff barriers, forming trade blocs (e.g., AFTA, NAFTA), and privatizing sectors, significantly impact the ease of international trade and market access for businesses.

What is the difference between international marketing and multinational marketing?

International marketing refers to marketing efforts beyond a country's borders, while multinational marketing involves adapting products and strategies to fit the local characteristics and consumer behavior of each country.

What is the concept of geocentric orientation in global marketing?

Geocentric orientation refers to a global marketing approach that sees the world as a single market, emphasizing the use of company assets and experience globally while adapting to the unique needs of each country. Companies like Coca-Cola and IBM adopt this strategy.