ch.1 the international marketing concept

8/2/2019 Ch.1 the International Marketing Concept

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Topic 1The International Marketing Concept


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Marketing

DefinitionThe essentials: A genuine understanding of and attention to

customers needs and wants Satisfaction of those needs and wants, while at

the same time ensuring achievements of profits Orientation of the whole organization towards the

customer satisfaction process


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Marketing Management &The Marketing Mix

Marketing management and the marketing mix

Marketing management consists of

planning, organization, implementationand control of marketing activities.


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Marketing activities (marketing mix) arecontrollable. 4Ps

The planning and development of products or

services that customers requirePRODUCT

The distribution of products through appropriatechannelsPLACE

The establishments of prices that offer value to

customers and to the supplierPRICE

Promotion of the products or servicesPROMOTION


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The Marketing Environment

Marketer must take into account environmental factors:STEEPLE S: Social/cultural T: Technological E: Economic and market competition E: Education, training and employment P: Political L: Legal E: Environmental Protection

The challenge for marketing management is: Planning marketing mix4Psthat enable the organization

to adapt its environment in a way that profit and otherobjectives are achieved


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The International Marketing Environment

The uncontrollable environment factors: STEEPLE +

Competitors

Task: to tailor the marketing mix4Psinto the

environment (within any nation and between nations)STEEPLE provides the base framework just as athome market.

Aspects require in international marketing; for

examples: licensing, joint ventures, agents, countertrade.


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The Definition of International Marketing

The marketing of goods, services or ideas acrossnational boundariesThe marketing operations of an organizations thatsells or produces within a country when: That organization is part of, associated with, an

enterprise which also operates in other countries There is some degree of control, or influence on,

from outside the country.


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Multinational Company (MNC)

A company which has a direct investmentbase in several countries;

which generally gain 20% to 50 % or more ofnet profits from foreign operations;

and the management makes policy decisionsbased on alternatives available anywhere inthe world.


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The Major InternationalMarketing Decisions

The international marketing decisions

The market selections decisions

The market entry decisions

The marketing mix decisions

The organization decision


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INTL MKTDEC.

MARKET

SELECTION

DEC.

MARKET

ENTRY

DEC.

MKT MIX

DEC.

PRODUCT

PLACE

PRICE

PROMOTION

MKT

ORGANI-

ZATION

DEC.

INFORMATION BASE

MARKET RESEARCH


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Thank you

ch.1 the international marketing concept

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