INT’L MKTG. FOUNDATION
NGÔ BÌNH
Senior Marketing Lecturer
FIBA - HUFLIT
Feb. 2020
Chapter 1
THE SCOPE & CHALLENGE
OF INTERNATIONAL MARKETING
Course Introduction
Marketing definition
Principles of Marketing
International Marketing definition
International Marketing Task
Case study / Brand list

PART I
MARKETING DEFINITION
“Marketing is an organizational function and a set of processes for creating ,communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organisation and its stake holders”
– (AMA)
MARKETING DEFINITION
BOUNDARYLESS MARKETING
Goal is to eliminate communication barriers between marketing and other business functional areas
Properly implemented it ensures that a market orientation permeates all value creating activities
PRINCIPLES
OF MARKETING
Create customer value
V =

V = Value
B = Perceived Benefits – Perceived Costs
P = Price
B
P
Competitive advantage
On customer needs and wants
“International marketing occurs in markets
outside the organization’s home country
INT’L MARKETING DEFINITION
Using the same Set of concepts, tools, theories… everywhere
Focuses resources
on International market
opportunities and needs
Main difference
= the scope of activities
Widening business horizons
to encompass the world
in scanning for opportunity and threat
7
3. Economy
Environmental
uncontrollables
country market A
Environmental
uncontrollables
country
market B
Environmental
uncontrollables
country
market C
1. Competition
1. Competition
2. Technology
Price
Product
Promotion
Place
6. Geography and
Infrastructure
Foreign Environment
[Uncontrollables]
7. Structure of
Distribution
3. Economy
5. Political-
Legal
Domestic environment
[Uncontrollables]
[Controllables]
2 .Technology
4. Culture
5. Political-
Legal
4. Culture
TM
INT’L MKTG
TASK
What is International Marketing?
How is it different from regular marketing?
What is driving forces of IM?
How many restraining forces do you think of ?
Can you explain about the globalization affects to IM?

INT’L MKTG
SUMMARY
INT’L MKTG
MINI CASE STUDY
Audi
Zara
Nike
Starbucks
Mc Donal
Evian
Chanel
Diesel
P&G
CocaCola
THANK YOU