Midterm

Marketing 4704 with Ince at Virginia Polytechnic Institute and State University

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By: Anika Stewart
Created: 2011-03-20
Size: 28 flashcards
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Countries that the U.S. FDI's Abroad

1. Netherlands 13%

2. UK 13%

3. Canada 7%

4. Luxembourg 7%

Countries that have FDI in the US

1. UK 20%

2. Japan 11%

3. Netherlands 10%

4. Canada 10%

Top Inward FDI Flows

1. US

2. France

3. UK (37% of GDP)

Top Outward FDI Flows

1. U.S.

2. France

3. Germany

Most Valuable Global Brands by VALUE

Coca-Cola - $70b

IMB - $64b

Microsoft - $60b

Most Valuable Global Brands by VALUE GAIN

Apple, Google, Blackberry

Most Valuable Global Brands by Country

US, China, India???

Main task of international marketing

adjust controllable factors to uncontrollable factors

Uncontrollable factors in the foreign environment (7)

technological

political/legal

competition

distribution

economical

geography

cultural

Uncontrollable factors in the domestic environment

political/legal

economic

competition

Controllable elements of environments

price

promotion

place

channels of distribution

research

4 Management Orientations

EPRG Schema

Ethnocentric - home country superior

Polycentric - each country unique

Regiocentric - each region unique

Geocentric - entire world is a potential market

Ethnocentric Orientation (5)

1. home country superior

2. international and domestic companies (transnational?)

3. see only similarities of other countries

4. standardization/extension approach

5. manufactures only at home/one country

Polycentric Orientation (5)

1. multinational companies

2. autonomous/independent programs for each country

3. independent subsidiaries

4. localized/adaptation approach

5. decentralized control

Regiocentric Orientation (5)

1. global companies

2. main goal is to integrate regional strategy

3. extension and adaptation approaches

4. EU, NAFTA, etc.

5. side-by-side, segmented markets

Ethnocentric Orientation (5)

1. global and transnational companies

2. stateless

3. serve world markets from single country or sources globally

4. global localization (extension and adaptation)

5. > 1/2 revenues from abroad

The Triad

- accounts for 75% of imports/exports

1. North America (U.S.)

2. Japan

3. Western Europe

Top Exporters

1. China

2. Germany

3. U.S.

Top Importers

1. U.S.

2. Germany

3. China

US exports to

COUNTRIES: Canada, Mexico, China

US imports from

COUNTRIES: China, Canada, Mexico

US trade position

23% of world GDP

REGIONS: Asia, Europe, then L.America

Major Components of US Trade Deficit

1/3 GDP from each

1) ROW

2) Petroleum

3) Buying from China

Product Market Growth Matrix

Market Penetration

Product Development

Market Development

Diversification

Market Penetration

same markets and products