International Marketing

Ideology marketing in the foreign markets. Methods of research of the foreign

markets. Strategic planning in output on the foreign markets. Methods of choice
and analysis of the foreign markets, promotions of production on these markets.
Technology of analysis of the foreign markets. Tendencies of development and a
problem of modern international marketing.

Required texts:
1. Berezin I.S. Marketing and market research.- Moscow: Russkaya delovaya literature,
1999.
2. Ansoff I. New corporate strategy.- St.- Petersburg: “Piter kom”, 1999
3. Abramishvili G.G. Problems of international marketing.- Moscow, 1984
4. Moiseeva N.I. International marketing. Moscow: Centre of economy and marketing,
1998
5. Nozdreva R.B. International marketing. – Moscow: Economist, 2005.
6. Vikentiev I.L. Advertising and Public Relations.- St-Petersburg: The publishing house
“Business-Press”, 2002
7. Gerchikova I.N. Marketing and international business.- Moscow, 1996
8. Didenko V.A., Samohvalov V.V. Basic international marketing.- St- Petersburg:
Politehnika, 2000.
9. Kevorkov V.V. Slogan.- Moscow: RIP-holding, 2006
10. Porter M. International competition. Country’s competitive advantages.- Moscow:
International relations, 1993
11. Albaum G., J. Standskov, E. Duerr, L. Dowd (1994). International Marketing and Export
Management, 2nd ed., Addison Wesley, - 484 pp.
12. Barlett C. and S. Ghoshal (1988). Organizing for Worldwide Effectiveness: The
Transitional Solution. California Management Review. Fall: 54-57.
13. Barlett C. and S. Ghoshal (1989). Managing Across Borders: The Transitional Solution.
Harvard Business School Press, Boston.
14. Choi C. J. (1997). International Business in Emerging Markets. Prentice-Hall
International, London.
15. Choi C. J., S. H. Lee, J. B. Kim (1996). Collaborating Across Business Systems. British
Academy of Management, Birmingham.
16. Gerlach M. And J. Lincoln. (1992). The organization of Businеss Networks in the U.S.
and Japan. (in Eccles R. and N. Nohria(eds.) Networks and Organizations. Harvard
Business School Press, Boston.
17. Grant R. M. (1997). Contemporary Strategy Analysis. Concepts, Techniques,
Applications, 2nd ed., Blackwell Publishers, Inc., – 452 pp.
18. Hagel 111, J., A. G. Armstrong (1997). Net Gain: Expanding Markets Through Virtual
Communities. The Mc.Kinsey Quarterly, Number 1.
19. Hofstede G. (1980). Culture’s Consequences: International Differences in Work-Related
Values. Sage, London.
20. Ohmae K. (1985), Triad Power: The Coming Shape of Global Competition. Free Press.
New York.
21. Orru M., N. Biggart and G. Hamilton (1997), The Economic Organization of East Asian
Capitalism. Sage Publications, New York.
22. Prahalad C. K. and Y. Doz (1987), The Multinational Mission: Balancing Local Demand
and Global Vision. Free Press, New York.
 23. Stopford, J. M. (1996), The Globalization of Business. In de la Mothe, J. And G. Paquet
(eds.) Evolutionary Economics and the New International Political Economy. London,
Pinter.
24. Thurow, L. (1992) Head to Head: the Coming Economic Battle Among Japan, Europe
and America. Edward Morrow, New York.
Whitley, R. (1992) East Asian Business Systems. Sage, London.

Course Outline Total Learning Hours

I The environment of the international marketing. 7
The essence and specificity of the international marketing. The
decision on entering the international market. The role and
place of marketing in foreign activities of the enterprise. The
concept and essence of the international marketing
environment. Major factors of the international marketing
environment. Peculiarities and tendencies of the development
of international marketing environment. Political, legislative,
demographic, geographical, social and economic, competitive
factors of the international marketing environment. The
cultural environment of the international marketing.
Classification of business culture. The cross-cultural analysis.
The information environment of the international marketing.
Tendencies of the development of international marketing
environment.
The decision of a case « IKEA in the new international
environment »
II Strategy of joining the foreign markets. 7
The incentives of joining the foreign markets. Possible risks in
joining the foreign markets. Criteria of narrowing of search.
Segmentation of the foreign markets. The analysis of the
general potential of the markets. Measurability, availability,
susceptibility and profitability of the markets. Methods and the
process of the foreign market selection. Methods of expansion
and elimination. Strategy and models of the foreign market
selection. Portfolio analysis. Concentration on the key
markets. Diversification. Estimation of competitiveness of the
enterprise in the foreign markets.
The decision of a case « KENTUCKY FRIED CHICKEN -
global expansion »
III The international commodity policy. 7
Commodity policy in the world markets and its peculiarities.
The international commodity strategies. The international life
cycle of goods. Strategy of goods: creation of new goods,
modification of the goods, repositioning of the goods,
withdrawal from the market of the out-of-date goods.
Decisions on commodity line. The trade mark in the world
markets. Strategies of service. Standardization and adaptation
of goods. Elements and functions of packing. Branding.
The decision of a case « Commodity policy BARBIE »
IV The world policy of pricing. 7
Decision in the field of pricing in international marketing. The
factors influencing the world prices. Theories and strategy of
export pricing. The effect of escalation of the export price.
 Interrelation of the internal and export prices. Currency
aspects of the international pricing. Algorithm of international
pricing. State price regulation. The basic terms of deliveries.
The decision of a case « BIC against GILLETTE »
V The world policy of promotion. 7
Promotion of products in international marketing. The factors
influencing promotion of products in international marketing.
Promotion as communications: the role of language and
symbols. Advertising activity. Stimulation of sales. Public
relations in the world markets. Peculiarities of personal sales
in the world markets. Standardization and adaptation of the
communication policy. Realization of the promotion strategy.
The decision of a case « BENIHANA from Tokyo »
VI The international marketing policy. 7
Peculiarities, forms of organization and possible channels of
distribution of goods in the international marketing. Storage,
warehousing, moving of cargoes. Logistics. Assisting
organizations. The basic forms of enterprise participation in
the foreign markets. Forms of export cooperation. Free
economic zones. The organization of foreign production. Joint
ventures. Forms of license cooperation. Peculiarities of
franchising. Management under contract. Contract
manufacture. Strategic alliances.
The decision of a case « TOYS R US » in Japan
Total 42 (2 ECTS)

Contact:
Shlykov Oleg, shlykhovov@gmail.com