Over 2000 years ago the Chinese were the preeminent international traders. The “silk road” that
developed led to a global trading system that included China, India, Persia, Arabia, and Europe.
After decades of isolationism, China has reemerged within the last decade as a full player in the
global market. In the next millennium, which markets will gain in importance in the global
market? In the next two decades, more than 75% of the world trade growth will come from
emerging markets. Increasing global interdependence and competition assures that the most
successful companies will be able to adapt to constant change and challenges. Throughout this
course, more emphasis through case work and examples will be given to regions and countries
that we will visit on this voyage–including top global markets such as Japan, China, India, and
South Africa, as well as the often-overlooked, emerging, bottom-of-the-pyramid markets in
Africa and Asia such as Burma, Ghana, and Morocco.
In this course you will first learn about the scope and challenges of International Marketing in a
dynamic, global market by first focusing on domestic market expansion, multi-domestic
marketing, and global marketing. In the second part of the course, we will focus on
understanding the cultural environment as a key to successfully competing in a global
marketplace. In addition to culture, we will also examine other important components of the
environment including business customs, the political and legal environment. Third, we will look
at assessing global market opportunities through global market research and examine specific
regional markets. In the final part of the course, we will cover developing global market
strategies. Specifically, we will talk about the differences in strategies for product and service
management including B2B and B2C packaged and durable goods and services that often need
to be adapted to specific regions. Finally, we will examine international marketing channels or
the distribution process, personal selling/sales management, advertising and pricing.
Field WorkCountry: Japan
Day: 6 - Kobe - 3 February
We will begin our field lab with a meeting on the ship to brief the class about logistics and the schedule for the day’s activities. In addition I will review our academic objectives for the day and suggest topics to focus on for your field observations. We will then be transported to the Kobe, Japan headquarters of Procter and Gamble, and we will be joined by English-speaking Japanese students who are also interested in marketing topics. First, Mr. Christopher Bishop, the U. S. Consulate General for Osaksa-Kobe, will talk about the Japanese economy, Japan-U.S. trade, and U.S. businesses active in Japan. Next, a representative of P & G. will share information about the marketing of P & G products in Japan. We will then be transported back to the center city for lunch. After lunch we will visit a shopping area called Kitano-cho. This location was the place where Japan opened up to foreign trade in the 19th century. As such, it is full of museums made from the old traders’ mansions, as well as boutiques and restaurants. It is a popular with young Japanese. You will have time to explore the area and to note the product mixes there of local and global brands. Academic Objectives:
- To understand the kinds of support governments provide for enterprises engaged in international commerce. Our focus will be the American government’s activities by the U.S. Consulate Osaka-Kobe.
- To learn about how a global company adapts its marketing strategies to local environments. Here we hear about P & G’s balance of global branding and adaptation to the Japanese local environment.
- To view how local and global brands are presented by retailing in the Japanese environment. By touring a shopping zone popular with young Japanese we will see how history, entertainment and commerce are blended to make shopping a pleasant and educational experience.