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The Scope And Challenge Of International Marketing

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Discussion Questions for Chapter 1

The Scope and Challenge of International Marketing

Discussion Questions

|1. |Define: | |
| |International marketing |Foreign uncontrollables |
| |Controllable elements |Marketing relativism |
| |Uncontrollable elements |Self-reference criterion (SRC) |
| |Domestic uncontrollables …show more content…

The philosophy for the multinational company is that there are cultural differences among countries that require specific adaptations for those markets. This is contrasted with the global company which sees the entire world, or major regions of it, as a single entity requiring no specialized adjustments. This distinction may be more myth than fact and reflects Professor Levitt’s opinion.

7. Differentiate among the three international marketing concepts.

Companies can be described by one of three orientations to international marketing management:

1. Domestic Market Expansion Concept 2. Multi-Domestic Market Concept 3. Global Marketing Concept

It is expected that differences in the complexity and sophistication of a company’s marketing activity depend on which of these orientations guides its operations.

The Domestic Market Extension Concept. The domestic company that seeks sales extension of its domestic products into foreign markets illustrates this orientation to international marketing. It views its international operations as secondary to and an extension of its domestic operations. The primary motive is to dispose of excess domestic production. Domestic business is its priority and foreign sales are seen as a profitable extension of domestic operations. While foreign markets may be vigorously pursued, the orientation remains basically domestic. Its attitude toward

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