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MKTG2032 / MKTG7037 E-Marketing
The Internet. Neither a truck nor a series of tubes
MKTG7037 / MKTG2032
E-marketingWeek 13
Course StructureWeek No Week beginning Topic(s)/Task(s)
1 19 February Chapter 3 Unique features of internet-based marketing
2 26 February Chapter 4 Consumer behaviour
3 5 March Chapter 5 Creating cybercommunities
4 12 March Chapter 6 Applications for business and non-business
5 19 March* Chapter 7 The internet in marketing strategy
6 26 March Chapter 8 The role of product in internet marketing
7 2 April Chapter 9 Promotion: the internet in the promotional mix
8 23 April Chapter 10 Promotion 2: the internet as a promotional medium
9 30 April Chapter 11 Pricing strategies
10 7 May Chapter 12 Distribution
11 14 May Chapter 13 Services marketing online
12 28 May Chapter 14 Relationship marketing
13 21 May Chapter 15 International marketing
MKTG2032 / MKTG7037 E-Marketing
The Internet. Neither a truck nor a series of tubes
International Marketing
Internet and international marketing
• Not all web-based marketing can be realistically classified as international.
• While anyone, anywhere can access the promotional and informational materials on a site, accessing the full range of services and products may be limited by geographical and other constraints.
Classification of web sites
• Web sites can be classified in terms of their commitment to globalisation:– Domestic: web sites that offer goods only to
those within the local area– International by default: they do not actively
seek international clients but will nevertheless provide goods/services
– International by design: they have full international orientation and actively seek external markets for their goods/services
Characteristics of different international orientations
Trends in global Internet marketing
• Rugman’s ‘myths’ of globalisation:– Global strategies– Single world markets– Free trade and free market access
• Rugman provides three basic rules:– Think local, and act regional– Pay attention to government rules– Recognise the world trade blocs of Europe,
America, Japan etc.
Globalisation
• Globalisation: develop a successful domestic strategy and use as a formula for expansion
• Choice is whether to base the strategies for all markets on one winning formula or to modify and adapt to local conditions of the new market
• Levitt a major proponent of this approach
Localisation
• Emphasises the unique nature of different markets and develops a unique marketing mix for each
• May have an ‘international’ scope; however, it markets specifically or locally to a particular market
• This approach presumes that markets and consumers vary considerably because of culture and country
Two tiers of trading
• Be aware of:– Cultural – Societal– Economic history
• Language issue– Internet is dominated by English
• Consumers have different motivations to buy same product
Entry mode
• Exporting• Licensing• Contract manufacturing• Management contracting• Joint venturing• Wholly owned subsidiary• Multinational corporation
Types of exporters
• Regular exporters• Sporadic exporters
Impact of the Internet on barriers to export
• Barriers can be grouped into four categories:
– Psychological barriers– Operational barriers– Organisational barriers– Product/market barriers
Internet applications in overcoming the barriers
Internet applications in overcoming the barriers
(contd)
Source: Hamill, J. 1997, ‘The Internet and international marketing’, International Marketing Review, vol. 14, no. 5, pp. 300–23.
Conceptual framework for exporting and the Internet
Source: Samiee, S. 1998, ‘Exporting and the Internet: A conceptual perspective’, International Marketing Review, vol. 15, no. 5, pp. 413–26.
Discussion Questions for the Board
• Make a LOLCat Macro.