International / Global Marketing

MBA – IV
DBA – 582

Recommended Books:

International Marketing by Philip R. Cateora, John L. Graham

1. The Scope and Challenge of International Marketing

• International Marketing – Definition, Task and Concepts
• Self – Reference Criterion
• Developing Global Awareness

2. Cultural Dynamics in Assessing Global Markets

• Culture and its Elements
• Cultural Knowledge, Values and Changes

3. Business Customs in Global Marketing

• Required Adaption
• Methods of Doing Business

4. The Political Environment

• Political Risk in Global Business and Reducing Political Vulnerability

5. The International Legal Requirement

• Bases for Legal Systems and Commercial Law within Countries
• International Dispute Resolution
• Protection of Intellectual Property Rights

6. Developing a Global Vision through Marketing Research

• Scope and Process of International Marketing Research
• Defining the Problem and Establishing Research objectives and Gathering Primary/ Secondary Data.
• Multicultural Research
• Problems in Interpreting Research Information
• Estimating Market Demand

7. Global Marketing Management: Planning and Organizing

• Global Marketing Management
• Planning for Global Marketing
• Alternative Market Entry Strategies
• Organizing for Global Competition

8. Creating Products for Consumers in Global Markets

• Global Markets and Product Development
• Quality Product
• Products, Culture and Adaption
• Product Components
• Green Marketing and Product Development
• Marketing Consumer Service Globally

9. International Distribution System

• Channel of Distribution Structures and Patters
• Selecting, Controlling, Motivating and Terminating Middlemen
• Factors Affecting Choice of Channels

10. The Global Advertising and Promotion Effort

• Global Advertising
• Creative Challenges and Terminating Middlemen
• Factors Affecting Choice of Channels

11. Pricing for International Markets

• Pricing Policy
• Price Escalation
• Counter Trade
• Intra Company Pricing Strategy

12. Exporting and Logistics: Special Issues for the Small Business

• Export and Import Restrictions
• Terms of Sale and Foreign Commercial Payments
• Export Documents
• Custom Privileged Facilities and Logistics