Library Sessions
C Tuesday's 11-12 DL203 (Lib 2nd Floor)
D Wednesday's 10-11 DLG15 (Lib Ground Floor)
B Thursday's 2-3 DLG15 (Lib Ground '')
A Friday's 11-12 DLG15 ('' '' '')
International Leisure Marketing
Mike Morgan
D114
595174

What is different about international marketing?
• Technical
– principles, processes, models, tools
– universal
• Social
– relationships with customers, clients, publics, staff, politicians
– vary according to culture
(Bartels)
• Environmental
– affecting needs and usage

Three orientations
• Ethnocentric
– strategies based on home market/culture
• Multi-centric
– a different strategy for each foreign market
• Global-centric
– a single strategy for the whole world
– if the price and quality are right it will sell anywhere (Levitt 1983)

Do we live in a global village?
Or just a global marketplace?
• Global competition
– for local markets
• Global brands
– with local meanings (Usunier 1996)
• Practical v Symbolic functions
• Cultural convergence v cultural backlash

What is culture?
• Shared beliefs, values, behaviour
• Uniting a group and distinguishing it from others
• formed through geography, history, language, race, religion, economics
• expressed in arts and sports, social, educational, legal and political systems
• Learnt, not inherited. Developing or dying

EuroDisney and Cultural misunderstandings
• What is a theme park?
• What is a resort?
• Where do you book a short-break?
• Service
• Alcohol
Max Weber (1928) The Protestant Ethic and the Rise of
Capitalism
• America
For the full case study click here

The key questions
• Why do companies decide to trade abroad?
• How do you assess a potential foreign market?
• What are the key decisions to make in entering that market successfully?
– Market entry strategy
– implementation strategy (STP 4Ps)
•
Feasibility study assignment
– seminar presentations
– report

Sector studies in International Leisure
Film, Music, Home-Entertainment, Sport, Tourism
• Universal languages or Symbols of national identity?
• Global commodities or Art-forms?
• A case for special treatment?
• Volatility of fashion and demand
– need to spread the risk across markets
• Dominance of US market and culture

Multimedia convergence
Film TV shows sport games and music
Content
Cable, Satellite and terrestrial
Computers
3G phones iTV
Processing
Transmission
Hardware
• Content is key to sales, of subscriptions, hardware and merchandise
• Multimedia de mergers: AOL Time Warner,
Universal Vivendi
• Has this approach worked?

Sector studies: key questions
• What is the network of organisations in the
Value-delivery system?
(Kotler 1998)
• Who are the leading organisations who control or dominate the market?
• How can a British company survive and prosper in this market?
• Could the British/EU government help?
• Assessed by exam questions

Resources
• Terpstra and Sarathy
(2000) International
Marketing Dryden
• Hollensen, S (2000)
Global Marketing
• Usunier (1998)
Marketing across Cultures
Prentice Hall
• http://apollo4.bournemouth.ac.uk/si/mmorgan/index.html