ULUSLARARASI İŞLETME

There are two main tendencies in international
marketing strategy identified by similar terms:
standardization versus adaptation, or globalization versus localization, or global integration versus
global responsiveness

The BRIC countries (Brazil,
Russia, India, and China) were identified as the
future major players in the world economy in the
early 2000s.

Ethnoscapes are the people mobile
throughout the globe, such as immigrants, tourists,
guest workers. So, these mobile people always get
in contact with the stable ones. Their mobility
influences the politics of and between nations.
Technoscapes are the sorts of technology (high or
low, mechanical or informational) spread amidst
“complex relationships between money flows,
political possibilities, and the availability of both
low and highly-skilled labor” (Appadurai, 1990:
298). Financescapes are the intricate movements
of global capital in the form of currency markets,
national stock exchanges, and speculations.
Interactions of ethnoscapes, technoscapes, and
financescapes are unpredictable because each
of these scapes is subject to different incentives
or constraints that are political, informational,
and technoenvironmental. Mediascapes and
Ideoscapes have an image and narrative-based
nature. Mediascapes are about the production and
dissemination of information through different
types of media where the boundaries between the
real and the fictional blur. Mediascapes create and
introduce imagined lives, places, and lifestyles.
Ideoscapes are political, and they indicate mainly
the spread of the Enlightenment worldview,
which consists of notions like democracy, welfare,
freedom, rights, and sovereignty.

The basic characteristics of culture are as follows
(Hollensen, 2017):
• Culture is learned throughout childhood.
Cultural values are internalized by
interacting with the members of one’s
family, getting rewards or punishments,
negotiating what one wants, and causing
and avoiding conflict.
• Culture is interrelated within. Different
parts of culture are connected, e.g., religion
and marriage.
• Culture is shared. Values are passed from
one member to another.

Power distance demonstrates the
degree of tolerance toward the unequal distribution
of power in a society (Usunier and Lee, 2005).

Market capitalism, centrally-planned
socialism, centrally-planned capitalism, and
market socialism are the four traditionally
defined economic systems.

A Political environment consists of
governmental institutions, political parties,
pressure groups, and organizations through
which power is exercised over various
organizations and people in a society

Low cultural distance means
perceptions of the home, and the host countries
are similar. For example, Romania and Turkey
might be different in many aspects, but marketers
might perceive them as two very similar countries.

Market potential is a measure that combines
the size of the market and the competitive
advantage used to compare markets.

Product is defined as anything that can be
offered to a market for attention, acquisition,
use or consumption that might satisfy a want
or need.

Standardization and globalization are the two terms which emphasize the convergence of international marketing strategy and the tendency toward globalization.

Ethnoscapes are the people mobile throughout the globe, such as immigrants, tourists, guest workers. So, these mobile people always get
in contact with the stable ones. Their mobility influences the politics of and between nations. Technoscapes are the sorts of technology (high or low, mechanical or informational) spread amidst “complex relationships between money flows, political possibilities, and the availability of both low and highly-skilled labor” (Appadurai, 1990:
298). Financescapes are the intricate movements of global capital in the form of currency markets, national stock exchanges, and speculations. Mediascapes are about the production and dissemination of information through different types of media where the boundaries between the real and the fictional blur. Mediascapes create and
introduce imagined lives, places, and lifestyles. Ideoscapes are political, and they indicate mainly the spread of the Enlightenment worldview, which consists of notions like democracy, welfare, freedom, rights, and sovereignty.

Usunier and Lee (2005) identify four significant elements of culture: language, institutions, material productions, and symbolic productions. Language helps the members of a culture to share and transmit
information. It also shapes our thought patterns, our worldviews, and our behavior. Institutions group people and ask them to conform
to the rules in return for some rewards. Family, political institutions, and
gender are examples of social institutions defining social norms and roles. Material productions can be in various forms, e.g., artwork, intellectual productions, physical productions like tools, machines, or service productions like hospitals or media. Finally, symbolic productions determine the relationship between the physical and the
metaphysical. For example, some religions ban certain food items. While the Hindu do not eat cow meat since the animal is considered sacred,
Muslims have halal rules to obey.

Government policies and attitudes toward business are to secure the national interests and the wellbeing of the society and to promote the political philosophy of the country. Business legislations are the laws protecting companies from unfair competition and consumers from
unequal business activities, and the interests of the society against unrestrained corporate interests. Trade barriers are the laws that favor local businesses against foreign ones. Values and morals are fundamental cultural assumptions such as religion, ethnic culture, or national identity. Thus, a political environment involves governmental institutions, political parties, pressure groups, and  organizations through which power is exercised over various organizations and people in a society.

Industry structure refers to market competition and the profitability of the industry. Industry structure can be identified by analyzing entry barriers, threats of substitutes that perform the same function, power of the customer, power of the suppliers, and the rivalry among competitors.

Market potential is a measure that combines the size of the market and the competitive advantage used to compare markets.

Targeting strategies can be grouped into three at the global level: standardization, differentiation, and niche or concentrated marketing. The degree of internationalization shows the number and the size of the competitors who are not domestic and operating in the market in segmentation strategy. Foreign consumer culture positioning, where the company associates the brand with a specific
foreign country or culture is positioning startegy.

The core customer value of a product refers to the benefit of the product to the customers. On the other hand, the actual product 
consists of quality level, features, design, packaging, and brand name.

Because other marketing mix elements (product, distribution channel, marketing communications) incur costs.