ADM 4328 Lecture Notes - Lecture 1: Website Visitor Tracking, Special Drawing Rights, Integrated Marketing Communications

• School: University of Ottawa
• Department: Administration
• Course: ADM 4328
• Professor: Dennis Sakalauskas

Document Summary

The increased mobility of goods, services, labour, technology, and capital throughout the world. 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. Self-reference criterion (src) - is a(cid:374) u(cid:374)(cid:272)o(cid:374)s(cid:272)ious (cid:396)efe(cid:396)e(cid:374)(cid:272)e to o(cid:374)e(cid:859)s o(cid:449)(cid:374) (cid:272)ultu(cid:396)al (cid:448)alues, experiences, and knowledge as a basis for decisions. Successful business person of the 21st century will have global awareness. Which is to have: tolerance of cultural differences and, knowledge of cultures, history, world market potential, and global economic, social and political trends. Five stages of international market involvement: no direct foreign marketing, infrequent foreign marketing, regular foreign marketing, international marketing, global marketing- treat the world as one market. Strategic orientation domestic market extension orientation- seeks a sales extension of its domestic products into foreign markets. Views international as secondary and an extension of its domestic operations.