Documento 89825

1.
CONCEPTOS BÁSICOS
DE MERCADOTECNIA INTERNACIONAL
1.1 Diferencia entre la Mercadotecnia
Internacional y el Comercio Internacional
1.2 Administración de Exportación
1.3 Mercadotecnia Global
1.3.1 Evolución de Mercadotecnia Global
1.3.2 Estandarización vs. Adaptación Local
1.3.3 Alianza Estratégica vs.
Fusiones y Adquisiciones
Importaciones y exportaciones, auxiliado por la
comercialización y la comunicación, viajando de
un país a otro, visitando o participando en
exposiciones, etc., lleva al industrial a adquirir
conocimientos, criterio y un espíritu más amplio
para efectuar importantes transacciones.
Todo el esfuerzo por ofrecer productos con la mejor
calidad y precios para situarlos en los mercados
extranjeros, repercute favorablemente en las
ventas dentro del país exportador y como
consecuencia en la Balanza Comercial
(importaciones y exportaciones).
Fuente: Mercado, Salvador H., “Comercio Internacional I”, Limusa, México, 1986, pp. 17 - 18
Formas de Realizar
Comercio Internacional
(Administración de Exportación)
* Política Comercial
(Exportaciones e Importaciones)
Política Arancelaria
> Impuestos indirectos que gravan las
operaciones comerciales, aumentan
artificialmente valor a un precio
Restricciones Arancelarias
1. Restricciones Cuantitativas
Cuotas
Licencia o permisos de Importación Exportación
Registro de Importadores –
Exportadores
Precios Oficiales
Depósitos previos
Restricciones Arancelarias -
continued
2. Restricciones Cualitativas
Normas sanitarias
Normas fitosanitarias
Normas técnicas
Normas sobre envasado, embalado y
etiquetado
Normas de calidad
Fuente: Abdala, Mario Mirwald, Diplomado de Formación Técnica en Comercio Exterior,
ITESM-Bancomext, México, 25 de junio de 1997
Principle Export Documents
Certificate of origin
Bill of Lading
Commercial Invoice
Insurance Policy or Certificate
Licenses
Other documents:
> Sanitary and health Inspection Certificates
> Packing Lists
> Export Declaration?
International marketing is the performance of business
activities designed to plan, price, promote, and direct the
flow of a company´s goods and services to consumers or
users in more than one nation for a profit.
The international marketer´s task is more complicated than
that of the domestic marketer because the international
marketer must deal with at least two levels of uncontrollable
uncertainty instead of one. Uncertainty is created by the
uncontrollable elements of all business environments, but
each foreign country in which a company operates adds its
own unique set of uncontrollable factors.
Source: Cateora, Philip R. and Graham, John L, “International Marketing”, Eleventh
Edition, New York, N.Y.: McGraw-Hill, 2002, pp. 7 - 8
International Marketing
Philosophy and Organization
Consumer
Attitudes
And
Preferences
alient Attributes
And
Decision
Making
Processes
Intermarket Segments
Product
Distribution
Price
Market Entry Mode
Channel Selection
and Dominance
Regional or
Global Brands
Country-ofOrigin
Issues
Promotion
Economic,
Cultural,
Demographic,
Geographic,
Political,
Legal,
and
Financial
Environment
No
Local Brands
Countertrade
Budget and Media
Allocation Decisions
Yes
Agency Selection
Process
Parallel Markets
Imitation Products
& Counterfeiting
The International Marketing Task
La figura – Ver el Acetato.
The World´s Largest Corporations
(50 of 500 Global Companies:
1999 - 2001)
Rank
2001 2000
1
2
3
4
5
6?
7
8
9
10
11
12
2
1
3
7
4
16
5
6
8
10
12
9
1999
2
3
1
17
4
?
5
11
9
8
18
7
Company
Wal-Mart Stores
Exxon Mobile
General Motors
BP
Ford Motor
Enron
DaimlerChrysler
Royal Dutch/Shell G.
General Electric
Toyota Motor
City Group
Mitsubishi
Nationality
U.S.
U.S.
U.S.
Britain
U.S.
U.S.
Germany
Neth./Brit.
U.S.
Japan
U.S.
Japan
Revenue
($mil.)
219,812.0
191,581.0
177,260.0
174,218.0
162,412.0
138,718.0
136,897.3
135,211.0
125,684.0
120,814.4
112,022.0
105,813.9
Profits
($mil.)
Rank
6,671.0
16
15,320.0
1
601.0
207
8,010.0
6
(5,453.0) 484
n.a.
n.a
(592.8) 442
10,852.0
4
13,684.0
3
4,925.1
24
14,126.0
2
481.7 240
Source: “Fortune”, July 22, 2002, p. F-1 and July 23, 2001, p. F-1
•
•
Para #13 - #50, Ver el Acetato.
For the Year 2002, see another slide (Cover-Conceptos50)
EVOLUCIÓN DE
MERCADOTECNIA GLOBAL
El Campo de Los Negocios Globales
Complexity Levels
Global
Regional
Dual Country
Single Country
The Stages of International
Marketing
Domestic Market Extension

The domestic company seeking sales extension of its domestic products into foreign markets
illustrates this orientation to international marketing.

Domestic business is its priority, and foreign sales are seen as a profitable extension of domestic
operations.
Multidomestic Market Orientation

Firms with this orientation market on a country-by-country basis, with separate marketing strategies
for each country.
Global Marketing Orientation


Its marketing activity is global, and its market cover age is the world.
An entire set of country markets as a unit, identifying groups of prospective buyers with similar needs
as a global market segment and developing a marketing plan.
Source: Cateora, Philip R. and Graham, John L, “International Marketing”, Eleventh Edition, New York, N.Y.: McGraw-Hill,
2002, pp. 22 - 23
A Comparison of Assumption About Global and
Multinational Companies
Multinational Companies
Product Life Cycle
*Products are different stages of
the life cycle in each nation.
Global Companies
*Global products life cycles.
*All consumers want the most advanced
product
Design
Adaptation
Market
Segmentation
*Adjustments to products ini*International performance criteria considered
tially designed for domestic
during design stage
*Product adaptation is necessary *Products are adapted to global wants and
in markets characterized by
needs.
national differences.
*Segments reflect difference.
*Customized products for each
segment.
*Acceptance of regional/national
differences.
*Segments reflect between group similarities.
*Expansion of segments into worldwide
proportions.
Competition
*Domestic/national competitive
relationships.
*Ability to compete in national markets is
affected by a firm´s global position.
The Consumer
*Preferences reflect national
differences.
*Global convergence of consumers wants and
Needs.
 Figura: Global Car (Acetato)
ESTANDARIZACIÓN VS
ADAPTACIÓN LOCAL
Estandarización
+
-
La Estrategia de
Mercadotecnia Global
Eficiente
Adaptación Local
+
-
Alianza Estratégica
vs.
Fusiones y adquisiciones
Strategic Alliances
(Alianza Estratégica)
Mergers and Acquisitions
(Fusiones y Adquisiciones)
> Ver acetatos.