INTERNATIONAL RETAILING
SYLLABUS
UNIT I
International Mktg -Scope and Concepts of International Mktg.- International Marketing Environment - International Trade - Barriers and Facilitators- Regional Economic/Political Integration- Cultural Influences on International Marketing- International Marketing research- International Marketing Segmentation, Positioning- The Marketing Plan and Entry Mode Selection- Products and Services - Branding Decisions- International Product and Service Strategies- International Distribution and Logistics
UNIT II
International Retailing- Alternative conceptions of international retailing, definitions, interpretations and classification- Trends in the internationalisation of retailing and evolution of international retailing - Motives for international retailing, the changing nature of boundaries -International- Where retailers internationalise, assessing the potential of retail markets - Methods of international retailing, accessing retail markets, the form of entry, joint ventures, franchising, acquisition etc. marketing planning for differing international and regional requirements-Why retailers internationalise.
UNIT III
Competing in Foreign Markets- Why Companies Expand into Foreign Markets- CrossCountry Differences in Cultural, Demographic and Market Conditions- Concept of Multi country Competition and Global Competition- Strategy Options for Entering and Competing
in Foreign Markets- Quest for competitive Advantage in Foreign Markets-Profit Sanctuaries, Cross market Subsidization and Global; Strategic Offensives- Strategic Alliances and Joint Ventures with Foreign partners - Competing in Emerging Foreign
Markets-Cross Border Strategic Alliances
UNIT IV
Retail Structure- Enterprise Density- market Concentration- Product Sector- InnovationEmployment Structure- Merging Structure-Global Structure- Developing markets- Stages in development of International Operations- Export- Management Contracts- Franchising - Acquisition and Mergers - Organic Growth- Choice of Market Entry- Domestic MarketRetail Operations-Non Domestic market.- Retail Positioning and Brand ImageMeasurement of Store Image -Open ended Techniques-Attitude Scaling TechniquesMulti Attribute model- Multi dimensional Scaling-Conjoint analysis
UNIT V
Market Research- Segmentation- Targeting- Positioning - The Market Mix- ImageProduct range- Format- Price- Location_ Distribution- Promotion-- Promotional Mix and Advertising- Publicity, PR, and Sales Promotion Strategies- Personal Selling and
Sales Management- International Pricing Strategy- Developing and Controlling an Intl.Marketing Plan