The concept of international marketing compared to domestic marketing. Forces for globalization versus protectionism.Internationalization drivers and barriers.
Globalization and adaptation of international marketing activitties. International company orientations-EPRG framework.
International marketing environment
Cultural (pchysic) distance concept and role in international marketing. Studies and classifications of cultures. Intercultural marketing.
International market selection process on the chosen examples of companies. Factors determining the choice of target markets.
Market research process in the international environment. Problems with conducting foreign market research. Choice of market research methods.
Marketing considerations of the foreign market entry modes. Factors stimulating the choice of particular modes. Control of international marketing programs.
International market segmentation.
International product lifecycyle and diffusion of innovations in the international markets. Product mix in the international markets-standarization vs.adaptation.
Branding in international marketing. Selection of branding strategies. Requirements for a global brand.
Distribution channels on the foreign markets.Trends in international distribution. Considerations for selection of intermediaries
International marketing communication.
Pricing on international markets.Considerations of product lifecycle for pricing.
Country of origin effects. International branding of countries/regions.
E-commerce on international markets