Marketing 12 - Global Marketing

PRESCRIBED LEARNING OUTCOMES

It is expected that students will:

• assess the impact of international trade on various businesses in British Columbia
• evaluate methods businesses use to inform potential world markets of their products, services, and ideas
• describe how governments assist and regulate businesses involved in international marketing
• analyse how various cultures affect the way businesses market their products internationally and nationally
• distinguish among methods used by primary and secondary industries to market their products or services nationally and internationally
• justify methods used to distribute goods internationally

SUGGESTED INSTRUCTIONAL STRATEGIES

• As a class, brainstorm strategies that businesses use to communicate globally about new products, services, and ideas. Ask students to evaluate and discuss each strategy and summarize the evaluations in a class chart.
• Invite local business representatives to class to describe how British Columbia participates in international markets. Hold a panel discussion on how international marketing affects local businesses. Beforehand, have the class prepare questions to ask about differences in the way economic sectors are affected by international markets.
• Have students in groups use the Internet to research international and domestic marketing practices used by Canadian businesses to target various cultural groups. Ask students to identify any cultural barriers to trade and strategies to overcome the barriers (e.g., hiring a multilingual work force).
• Invite a shipping agent to the class to compare various distribution channels for international trade. Have students use the information to defend appropriate means of distribution for a variety of products.
• Suggest that students conduct independent research on government programs that support businesses marketing goods or services internationally. Ask each student to prepare a case study on one program, outlining the benefits it provides and its effectiveness.
• Ask students to locate marketing reports on international trade that are produced by government agencies, trade associations, and businesses. Have them use these reports to prepare displays on aspects of marketing for import and export (e.g., product design, packaging, labelling, promoting, pricing).

SUGGESTED ASSESSMENT STRATEGIES

• As part of a plan for marketing locally developed products in the international market, have students describe and justify methods they would select to distribute the products. Note evidence that they:
  • recognize the importance of cost-effectiveness and service efficiency
  • include information about the foreign market to support their choice of agents, transportation methods, banking requirements, storage and warehousing, and foreign retailing systems
• Encourage students to review recent national and provincial business news sources and to collect articles about government regulation of international marketing. Ask them to keep journals to reflect on the benefits and costs associated with government regulation. Note the extent to which they:
  • distinguish between importing and exporting
  • recognize regulations and their sources and discuss the costs and benefits of trade restrictions such as tariffs, GATT, import quotas, and embargoes
  • identify benefits of government assistance to Canadian companies that export to the international market
• Ask each student to select a product and to research and report on the differences in the marketing mix used to promote the product in countries other than Canada. Ask them to give reasons for the differences. Review students' work for evidence that they recognize and can describe factors that influence decisions about product, pricing, distribution, or promotion strategies such as:
  • market size, buying behaviour, and market costs
  • cultural differences
  • political, legal, and economic situations

• Advertising & Marketing Checklists, Second Edition
• Contemporary Marketing Plus, Eighth Edition
• Culture Clash: Managing in a Multicultural World
• The Global Marketing Imperative
• The International Business Book

• The Advantage: Service Quality
• Competing in a Global Environment
• International Marketing
• Marketing Products and Services
• Target Marketing? Bullseye!

• Canadian Marketing in Action, Third Edition
• Exploring Business: A Global Perspective

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