deli-im

7/29/2019 deli-im

1/172

INTERNATIONAL

MARKETING

7/29/2019 deli-im

2/172

PHASES OF INETRNATIONAL MARKETING

INTERNATIONAL MARKET INTERNATIONAL MODE OF

SEGMENTATION TARGETING ENTRY SELECTION

MACROENVIRONMENT

INTERNATIONAL MARKET INTERNATIONAL

RESEARCH 4PS

MICROENVIRONMENT

ORGANISATIONAL

MOTIVATORS OBSTACLES FRAMEWORK

COMPANY

7/29/2019 deli-im

3/172

International marketing concepts

Original classification

Ethnocentric

Policentric

Regiocentric

Geocentric

7/29/2019 deli-im

4/172

International marketing concepts

New classification

Domestic market extension concept

Multi domestic concept

Global marketing concept

7/29/2019 deli-im

5/172

Companies

Domestic companies

International companies

Multinational companies

Transnational companies

7/29/2019 deli-im

6/172

Can we control anything?

Controllable elements

Domestic, not controllable elements

Foreign, not controllable elements

7/29/2019 deli-im

7/172

MOTIVATORS

Dynamic Management

* New management or

* management already

working for the

company

Factors

* Proactive or

* Reactive factors

7/29/2019 deli-im

8/172

PROACTIVE FACTORS

Profit

Unique product

Unique technology

Unique information

Excess capacity

Economies of scale

7/29/2019 deli-im

9/172

REACTIVE FACTORS

Competitors

Overproduction

Safety valve eff.

Domestic market

is saturated

Tax incentives Closeness to the

customers

7/29/2019 deli-im

10/172

OBSTACLES OF

INTERNATIONALISATION

Internal

External

Methodological

7/29/2019 deli-im

11/172

INTERNAL OBSTACLES

Lack of competencies (management,

marketing, language)

Lack of infrastructure

Willingness to collaborate and to accept

new ideas

etc.

7/29/2019 deli-im

12/172

EXTERNAL OBSTACLES

Unforeseeable events coming

* from the domestic marketplace

(competitors, legal entities, consumers, etc)

* from the foreign marketplace

(political, legal, cultural, economic, etc.)

7/29/2019 deli-im

13/172

METHODOLOGICAL

OBSTACLES

Static analyses

Average counting

Quantifying everything

Rigidity in terms of places

7/29/2019 deli-im

14/172

7/29/2019 deli-im

15/172

IF YES

The company is ready to define its

international marketing strategy

Including the

1) the macroenvironment

2) the microenvironment

and

3) the methodology

7/29/2019 deli-im

16/172

The macroenvironment

Geographical environment

Political environment

Legal environment

Economic environment

Technological environment

Cultural environment

7/29/2019 deli-im

17/172

Geographical environment

Climate and topography

Raw materials

Environmental protection

Urbanisation - suburbanisation -

Reurbanisation

Population

7/29/2019 deli-im

18/172

Political environment

Political system

Changes of the government

Political philosophy

Possible problems with respect to the

property:

- Confiscation - Nationalisation

- Expropriation - Domestication

7/29/2019 deli-im

19/172

How to protect against the

political risks?

Good selection of the country

Good selection of the industry

Good selection of the partner

Licensing or franchising?

Planned domestication

7/29/2019 deli-im

20/172


Globalisation

Localisation

Interdependency

Internationalisation of markets, companies

and products

Diversification

Assortment of products

7/29/2019 deli-im

21/172


Price equalisation

Information

Partnerships

Belongings

Infrastructure

7/29/2019 deli-im

22/172

Technological environment

Role of human resource

Changes in power

R and D costs

Innovations

Launching the products

Partnerships

7/29/2019 deli-im

23/172

Cultural environment

What is culture?

Three modes of defining

culture:

General aspects

Enumeration Classification

7/29/2019 deli-im

24/172

Defining culture by general

aspects

Something learnt

The elements are linked to each other

Inherited

Cannot be changed revolutionary, only

evolutionary

7/29/2019 deli-im

25/172

Defining culture by general

aspects

A country is not a culture

Stereotypes

Changing the culture

Having more cultures

7/29/2019 deli-im

26/172

Defining culture by enumeration

Herskovitss enumeration:

Material culture

Social institution

People and the universe

EsteticsLanguage

7/29/2019 deli-im

27/172

Defining culture by classification

Context of communication

high context cultures

low context cultures explicit message

implicit message

Hofstedes classification 4 dimensions

7/29/2019 deli-im

28/172

Cultural differences in the

evedyday life Ideologist - Pragmatic cultures

Associative and Abstractive cultures

Nature of the people

Nature and the people

Individualist and Collectivist cultures

Active and Passive cultures

Time

7/29/2019 deli-im

29/172

Cultural differences in the

evedyday life Place

Communication

Values

Knowledge

Beliefs

Gifts

Food

7/29/2019 deli-im

30/172

Cultural differences in business

Structure of decision making

Participants

Objectives of the participants

7/29/2019 deli-im

31/172

Why are we against the other

cultures?

Cultural racism

Cultural resistance

Cultural opposition

7/29/2019 deli-im

32/172

How to integrate this knowledge

into the strategy?

Congruent strategy

Planned strategy

Not planned strategy

7/29/2019 deli-im

33/172

Customs

Cultural imperatives

Cultural exclusives

Cultural adiaphora

7/29/2019 deli-im

34/172

INTERNATIONAL

MARKETING COMPANY WITH INTERNATIONAL

PLANS

MOTIVATORS

OBSTACLES

INTERNATIONAL MARKET(ING)

RESEARCH

MACRO AND MICRO ENVIRONMENT

METHODOLOGY

7/29/2019 deli-im

35/172

MACRO ENVIRONMENT

GEOGRAPHIC

POLITICAL

LEGAL

TECHNOLOGICAL

ECONOMIC

CULTURAL

7/29/2019 deli-im

36/172

MICRO ENVIRONMENT

COMPANY

COMPETITORS

CUSTOMERS

SUPPLIERS

PARTNERS

NEW ENTRANTS

7/29/2019 deli-im

37/172

COMPANY

STRATEGY

MISSION, VISION COMPREHENSIVE

SWOT ANALYSIS

CLARIFYING THEGOALS

7/29/2019 deli-im

38/172

COMPETITORS

IDENTIFYING

THEM

AREA OFOPERATION

STRATEGY

STRONG AND

WEAK POINTS

TACTICS

7/29/2019 deli-im

39/172

CONSUMERS

IDENTIFYING

THEM

PREFERENCES,TASTES

DEMAND

PRODUCT, PRICE,

PROMOTION

EXPECTATIONS

7/29/2019 deli-im

40/172

SUPPLIERS

DO THEY SUPPORT

OUR IDEA

QUALITY QUANTITY

CONDITIONS

OR WE NEED NEW

SUPPLIERS

7/29/2019 deli-im

41/172

PARTNERS

WILL THEY

MAINTAIN THE

STRONGCOLLABORATION

CAN THEY

FOLLOW US

CAN THEY ACCEPTTHE NEW

CONDITIONS

7/29/2019 deli-im

42/172

NEW ENTRANTS

EASY OR

DIFFICULT ENTRY POSSIBLE NEW

CONDITIONS IN

THE INDUSTRY

METHODOLOGY OF

7/29/2019 deli-im

43/172

METHODOLOGY OF

INTERNATIONAL MARKET

RESEARCH

DIFFERENCE BETWEEN MARKET

AND MARKETING RESEARCH

DYNAMIC OR STATIC ANALYSIS

QUANTITATIVE OR QUALITATIVEINFORMATION

USE OF INFORMATION

7/29/2019 deli-im

44/172

THE PROCESS OF THE

RESEARCH IDENTIFICATION OF THE OBJECTIVE

OR THE PROBLEM

IDENTIFICATION OF THE SOURCE OFINFORMATION AND THE TECHNIQUE

OF INFORMATION COLLECTION

INFORMATION COLLECTION INTERPRETATION OF THE INFO.

PRESENTATION OF THE RESULTS

7/29/2019 deli-im

45/172

OBJECTIVE OR PROBLEM

CONTINUOUS

RESEARCH

PERIODIC

RESEARCH

MICRO

ENVIRONMENT

MACRO

ENVIRONMENT

7/29/2019 deli-im

46/172

SOURCES OF INFORMATION AND

TECHNIQUE OF INFO. COLLECTION

PRIMARY INFORMATION SECONDARY INFORMATION MOSAIC INFORMATION

SOURCES OF INFORMATION

7/29/2019 deli-im

47/172

7/29/2019 deli-im

48/172

PRIMARY INFORMATION

ASKING PEOPLE OBSERVATION EXPERIMENTATION

PRIMARY INFORMATION

7/29/2019 deli-im

49/172

ASKING PEOPLE

WHOM TO ASK?

INDIVIDUALS

ORGANISATIONS EXPERTS

HOW TO ASK?

PERSONALLY

POST

TELEPHONE

COMPUTER

COMBINED

7/29/2019 deli-im

50/172

ASKING PEOPLE

WHAT TO ASK?

OMNIBUS SPECIALISED

QUESTIONNAIRE

7/29/2019 deli-im

51/172

ASKING PEOPLE

PROBLEMS NOT WILLING TO ASK

NOT ABLE TO ASK

HOW AND WHAT TO

ASK

HOW TO ORGANISE

HOW TO INTERPRET

SAMPLING LANGUAGE SKILLS

MULTICULTURAL

ASKING

7/29/2019 deli-im

52/172

OBSERVATION

OBSERVE

CONSUMERS OR

USERS

PASSIVE

PARTICIPATION

USED USUALLY

TOGETHER WITHOTHER FORMS

7/29/2019 deli-im

53/172

EXPERIMENTATION

LABORATORY

CONDITIONS

ONE PARAMETERIS CHANGED

OTHER VARIABLES

ARE KEPT

CETERISPARIBUS

EXPENSIVE!

7/29/2019 deli-im

54/172

SECONDARY INFORMATION

DIFFERENT OBJECTIVE OR PROBLEM

METHODOLOGY DEFINED BY

SOMEONE ELSE

DATA COLLECTION PERFORMED BY

SOMEONE ELSE

INTERNAL AND EXTERNAL

INFORMATION

7/29/2019 deli-im

55/172

INTERNAL INFORMATION

LETTERS

ORDERS

DOCUMENTS PREPARED BY THE

COMPANY

CERTIFICATES

7/29/2019 deli-im

56/172

EXTERNAL INFORMATION

PRODUCED ON THE DOMESTIC MARKET

AVAILABLE ON THE DOMESTIC MARKET

PRODUCED ABROAD

AVAILABLE ON THE DOMESTIC MARKET

PRODUCED ABROAD

AVAILABLE ABROAD

EXTERNAL INFORMATION

7/29/2019 deli-im

57/172

SECONDARY INFORMATION

PROBLEMS

NOMENCLATURE IS DIFFERENT

QUALITY OF THE INFORMATION

QUALITY OF THE METHODOLOGY

7/29/2019 deli-im

58/172

7/29/2019 deli-im

59/172

COLLECT INFORMATION

7/29/2019 deli-im

60/172

INTERPRETATION OF THE

INFORMATION ANALYSE THE INFORMATION

GAINED

INTERPRET THE INFORMATION

WORK WITH NUMBERS AND

FORMULATE ALTERNATIVES

EXPLAINE THE GIVENALTERNATIVES

7/29/2019 deli-im

61/172

PRESENTATION OF THE

RESULTS DISTRIBUTE THE

INFORMATION TO

THE USERS

EXPLAIN THEALTERNATIVES

CONDUCT A TWO

DIRECTION

COMMUNICATION HELP THE USERS

INTERPRET THE INFO.

7/29/2019 deli-im

62/172

INTERNATIONAL

MARKETING COMPANY

MOTIVATORS

OBSTACLES


RESEARCH


SEGMENTATION AND TARGETING

OBJECTIVE OF

7/29/2019 deli-im

63/172

OBJECTIVE OF


SEGMENTATION

EFFECTIVE AND EFFICIENT

INTERNATIONAL MARKETING PLAN ABILITY TO DIFFERENCIATE THE

COMPANY FROM THE COMPETITORS

POINT TO THE NEED TO CREATE ANEW SEGMENT

7/29/2019 deli-im

64/172

PROCESS OF INT. MARKET

SEGMENTATION IDENTIFICATION OF THE LEVEL OF THE

MARKET TO BE SEGMENTED

DETERMINATION OF THE VARIABLESUSED FOR SEGM.

CHOICE OF THE METHOD OF INT. MARKET

SEGMENTATION

IMPLEMENTATION OF INT. MARKET

SEGMENTATION

CHECKING THE VALIDITY OF RESULTS

IDENTIFICATION OF THE LEVEL

7/29/2019 deli-im

65/172

IDENTIFICATION OF THE LEVEL

OF THE MARKET TO BE

SEGMENTED

LEVEL OF THE PRODUCT

LEVEL OF THE PRODUCT CATEGORY

LEVEL OF THE NEED

LEVEL OF THE MONEY

7/29/2019 deli-im

66/172

VARIABLES OF

SEGMENTATION VARIABLES THAT DESCRIBE THE

OBJECT OF THE SEGMENTATION

VARIABLES THAT DESCRIBE THE

RELATIONSHIP BETWEEN THE

OBJECTS OF THE SEGMENTATIONAND THE MARKETING MIX

ELEMENTS

7/29/2019 deli-im

67/172

VARIABLES OF THE

OBJECTS DEMOGRAPHIC

GEOGRAPHIC

POLITICAL

LEGAL

ECONOMIC

CULTURAL

PSYCHOGRAPHIC

7/29/2019 deli-im

68/172

A CULTURE BASED

CLUSTERING17 EUROPEAN COUNTRIES ARE

SEGMENTED

HOFSTEDE DIMENSIONS INDIVIDUALISM

UNCERTAINTY AVOIDANCE

POWER DISTANCE

MASCULINITY

7/29/2019 deli-im

69/172

The 17 European countries

Austria - Switzerland

Belgium - Portugal

France - Denmark

The Netherlands - Sweden Spain - Norway

Italy - Finland

Turkey

Greece

Germany

GB

Ireland

7/29/2019 deli-im

70/172

7/29/2019 deli-im

71/172

THE CLUSTERS

CLUSTER 3.

IND: HIGH

UNC: WEAK, MILD POW: SMALL

MAS: LOW

DEN., SWEDEN,

FIN., NETHER.,

NORWAY

7/29/2019 deli-im

72/172

GLOBAL SEGMENTS

AGRARIAN HEARTLANDS BLUE COLLAR SELF SUFFICIENCY

CAREER FOCUSED MATERIALISTS

DE-INDUSTRIAL LEGACY

EDUCATED COSMOPOLITANS

FARMING TOWN COMMUNITIES

GREYS, BLUES SEA, MOUNTAIN

HARDENED DEPENDENCY

INNER CITY MELTING POINT

LOWER INCOME ELDERLY

MIDSCALE METRO OFFICE WORKERS

NON-PRIVATE RESIDENCES

OLD WEALTH

SHACK AND SHANTY

PSYCHOGRAPHIC

7/29/2019 deli-im

73/172

PSYCHOGRAPHIC

SEGMENTATION FOR THE

BEER MARKET SPORTIVE

MASCULINE TAKES NO RESPONSIBILITY

NO CONSERVATISME

YOU ONLY GO AROUND ONCE IN

LIFETIME

7/29/2019 deli-im

74/172

VARIABLES FOR RELATIONSHIP

OBJECTS AND PRODUCT

BUYING SITUATION

LOYALTY

MOTIVATION

USER STATUS

USAGE RATE ATTITUDE

7/29/2019 deli-im

75/172


OBJECTS AND PRICE

LOW, MEDIUM OR HIGH PRICE PREFERENCES PRICE SENSITIVITY

7/29/2019 deli-im

76/172


OBJECTS AND PROMOTION

RATIONAL OR EMOTIONAL MESSAGES MEDIA

MOTIVATION

7/29/2019 deli-im

77/172


OBJECTS AND PLACE

SHOPPING PLACE PREFERENCES DISTRIBUTION CHANNEL PREFERENCES

7/29/2019 deli-im

78/172

7/29/2019 deli-im

79/172

METHODS OF INT. MARKET

SEGMENTATION

METHOD THAT ACCEPTS THE

EXISTENCE OF NATIONALBOARDERS

INTERMARKETING SEGMENTATION

MICROSEGMENTATION

7/29/2019 deli-im

80/172

METHOD THAT ACCEPTS THE

EXISTENCE OF BOARDERS

2-PHASE SEGMENTATION:

FIRST THE GROUP(S) OF COUNTRIESIS (ARE) SELECTED

SECOND THE GROUPS OF

INDIVIDUALS OR ORGANISATIONSARE SELECETD

A A AG S O

7/29/2019 deli-im

81/172

ADVANTAGES OF THE

METHOD

SYSTEMATIC

IN CASE OF ERRORWE CAN CORRECT

EASIER

COUNTS WITH THE

DIFFERENCES

DISADVANTAGES OF THE

7/29/2019 deli-im

82/172


METHOD SEPARATES

COUNTRIES

NO POSSIBILITYFOR STAN-

DARDISATION

NO POSSIBILITY

FOR LEARNING COSTS ARE HIGH

7/29/2019 deli-im

83/172

ADVANTAGES OF THE

7/29/2019 deli-im

84/172

ADVANTAGES OF THE

METHOD

POSSIBILITY TO

TRANSFERKNOWLEDGE

COMPARE THE

BEHAVIOUR


7/29/2019 deli-im

85/172


METHOD

DOESNT COUNT

WITH THEDIFFERENT

BACKGROUND OF

THE COUNTRIES

ENTIRE REPETINGIN CASE OF ERROR

COSTS ARE HIGH

7/29/2019 deli-im

86/172

MICROSEGMENTATION

DURING INTERNATIONAL MARKET

SEGMENTATION SEGMENTS OF ONEOF FEW PERTICIPANTS ARE

CREATED

ADVANTAGES OF THE

7/29/2019 deli-im

87/172

ADVANTAGES OF THE

METHOD

BETTER FOCUS SPECIALISATION

EFFECTIVE

MARKETING PLAN


7/29/2019 deli-im

88/172


METHOD

DANGEROUS APPLICABLE ONLY

ON THE MARKET

OF

ORGANISATIONS

IMPLEMENTATION OF INT

7/29/2019 deli-im

89/172

IMPLEMENTATION OF INT.

MARKET SEGMENTATION

ON THE SELECTED LEVEL OF THE

MARKET WITH THE SELECTED METHOD

ON THE BASIS OF THE SELECTED

VARIABLES

HOW TO EVALUATE THE

7/29/2019 deli-im

90/172

HOW TO EVALUATE THE

OBJECTS ?

TWO TECHNIQUES

PARALLEL EVALUATION

- MATRIX FORMAT

SYSTEMATIC EVALUATION

CHECKING THE VALIDITY

7/29/2019 deli-im

91/172

CHECKING THE VALIDITY

OF THE RESULTS

APPLYING MORE THAN ONE

STATISTICAL METHOD, EG.CLUSTER ANALYSIS + SPLIT HALF

METHOD

REPEATING THE PROCESSPERIODICALLY

7/29/2019 deli-im

92/172

INTERNATIONAL MARKETING

COMPANY

MOTIVATORS

OBSTACLES


RESEARCH

INTERNATIONAL MARKETSEGMENTATION AND TARGETING

7/29/2019 deli-im

93/172


7/29/2019 deli-im

94/172


SEGMENTATION AND TARGETING

STRATEGIES

UNDIFFERENTIATED STRATEGY

DIFFERENTIATED STRATEGY

CONCENTRATED STRATEGY

MULTISEGMENTATION STRATEGY

NICHE STRATEGY

7/29/2019 deli-im

95/172

INTERNATIONAL MARKETING

COMPANY

MOTIVATORS AND OBSTACLES

INT. MARKET(ING) RESEARCH

INT. MARKET SEGMENTATION

MODES OF ENTERING THE INT.

MARKETS

7/29/2019 deli-im

96/172

7/29/2019 deli-im

97/172

THE MODES OF ENTRY

PRODUCTION IN THE

DOMESTIC MARKET

SELLING IN THE

FOREIGN MARKETS MODES

DIRECT

EXPOTRING

INDIRECTEXPORTING

PRODUCTION AND

SELLING ON

FOREIGN MARKETS

MODES LICENCING

CONTRACTUAL

MANUFACTURING

FRANCHISING

JOINT VENTURES

FDI

INTERNATIONAL

7/29/2019 deli-im

98/172

INTERNATIONAL

MARKETING COMPANY

MOTIVATORS AND OBSTACLES

INT. MARKET(ING) RESEARCH

INT. MARKET SEGMENTATION

MODES OF ENTRY

INT. 4 PS

INTERNATIONAL PRODUCT

7/29/2019 deli-im

99/172

INTERNATIONAL PRODUCT

POLICY

PLANNING OF THE PRODUCTS

(SERVICES) DEVELOPING THE PRODUCTS

(SERVICES)

MANAGING THE PRODUCTS IN THEFOREIGN MARKETS

7/29/2019 deli-im

100/172

7/29/2019 deli-im

101/172

GLOBAL STRATEGY

ONLY THE

BIGGEST AND

MOST

AGGRESSIVE

COMPANIES

ECONOMIES OFSCALE

GLOBAL IMAGE

7/29/2019 deli-im

102/172

MODIFIED STRATEGY

REASONS FOR

MODIFYING THE

STRATEGY HOW TO

CHANGE

WHAT TOCHANGE

7/29/2019 deli-im

103/172

REASONS FOR CHANGE

DIFFERENCES IN

CUSTOMS

USAGE OF THE PRODUCTS/SERVICES LEGAL PLATFORM

QUALITY REQUIREMENTS

INFRASTRUCTURE

CULTURE

BIOLOGICAL PARAMETERS

7/29/2019 deli-im

104/172

7/29/2019 deli-im

105/172

WHAT TO CHANGE

CORE PRODUCT / SERVICE

ACTUAL PRODUCT/ SERVICE

AUGMENTED PRODUCT/SERVICE

+ ROLE OF MODULES

7/29/2019 deli-im

106/172

NEW OFFER

TO RESPOND TO

THE DIFFERENT

NEEDS AND

CONDITIONS

FOR MOST OF THE

COMPANIES

HOW TO DEVELOP NEW

7/29/2019 deli-im

107/172

HOW TO DEVELOP NEW

PRODUCTS AND SERVICES

IDEA GENERATION

NEED ANALYSIS

SOCIETALANALYSIS

BUSINESS

ANALYSIS

MARKETIBILITYSTUDY

COMPATIBILITY

STUDY

HOW TO DEVELOP NEW

7/29/2019 deli-im

108/172

HOW TO DEVELOP NEW

PRODUCTS AND SERVICES

PHYSICAL

DEVELOPMENT

AND TESTING

TEST-MARKETING

CONCEPT-TEST

TECHNICAL-TEST

MARKET-TEST LAUNCHING THE

PRODUCT/SERVICE

7/29/2019 deli-im

109/172

THE NEWNESS

NEW FOR THE

COMPANY

NEW FOR THE

MARKET

CONGRUENT

INNOVATION

CONTINUOUS INN. DYNAMIC INN.

BREAKING INN.

7/29/2019 deli-im

110/172

PLANNING THE STRUCTURE

DEPTH

WIDTH MARKET

POSITIONING!

7/29/2019 deli-im

111/172

BRANDING

BRAND NAMES

FAMILY OR

INDIVIDUAL

BRAND NAMES

PRIMARY AND

SECONDARY

BRANDS SELF

CANNIBALISATION

7/29/2019 deli-im

112/172

BRANDING - DECISIONS

TO USE BRAND

NAMES OR NOT

IF YES,

OWN BRAND NAM

DISTRIBUTORS

BRAND NAME

OTHER IF OWN,

IN ONE MARKET

IN MORE MARKETS

7/29/2019 deli-im

113/172

BRANDING - DECISIONS

IF IN ONE MARKET

1 BRAND NAME

MORE BRAND

NAMES

IF IN MORE

MARKETS

LOCAL BRANDNAMES

GLOBAL BRAND

NAMES

CRITERIA OF BRAND

7/29/2019 deli-im

114/172

CRITERIA OF BRAND

NAMES PRONOUNCABLE

RETAINABLE

NOT MISUNERSTANDING SHORT

RESULT IN POSITIVE BRAND

ASSOCIATION

WRITTEN AND ORAL FORM SHOULD

BE SIMILAR

7/29/2019 deli-im

115/172

PACKAGING

DOUBLE

PACKAGING

DIFFERENT AS,

DELIVERY

CUSTOMS

LEGAL

REQUIREMENTS CULTURAL DIFF.

ECONOMIC DIFF.

7/29/2019 deli-im

116/172

FURTHER QUESTIONS

WARRANTY

NOTE FOR APPLICATION AFTER SALE SERVICE

SAME OR ADOPTED?

INTERNATIONAL

7/29/2019 deli-im

117/172

INTERNATIONAL

PROMOTION POLICY

INTERNATIONAL PLANNING

INTERNATIONAL IMPLEMENTATION MANAGEING THE PROMOTIONAL

STRATEGY IN INTERNATIONAL

MARKETS

INTERNATIONAL

7/29/2019 deli-im

118/172

INTERNATIONAL

PROMOTION

PROMOTION IS NOT ONLY FOR

CONVINCING AND MANIPULATINGPEOPLE BUT FOR INFORMING THEM

AND FOR COMMUNICATING WITH

THEM AS WELL!

7/29/2019 deli-im

119/172

ADVERTISING

7/29/2019 deli-im

120/172

ADVERTISING

STRENGTH OF

SOURCE

CREDIBILITY OF

SOURCE

PRESTIGE OF

SOURCE HOMOPHILY

OBJECT OF ADVERTISING

7/29/2019 deli-im

121/172

OBJECT OF ADVERTISING

BRAND

PRODUCT

FIRM

COUNTRY

NEW PHENOMENA IN

7/29/2019 deli-im

122/172

NEW PHENOMENA IN

ADERTISING

PATTERN

ADVERTISING

PAN EUROPEAN

ADVERTISING

PAN EAST

EUROPEANADVERTISING

FACTORS TO DETERMINE

7/29/2019 deli-im

123/172

FACTORS TO DETERMINE

WHAT TO SAY

WHAT TO ADVERTISE

HOW TO SAY IT

RATIONAL OR EMOTIONAL MESSAGES

WITH THE USAGE OF WHO OR WHAT TO SAY

IT

FAMOUS OR EVERY DAY PEOPLE ORTHINGS

HOW TO DETERMINE WHAT TO DO

SALES PROMOTION

7/29/2019 deli-im

124/172

SALES PROMOTION

PRICE REDUCTION

SALE

CUPONS

TRIAL

PAY FOR ONE,

RECEIVE TWO

GIFT

GAME

WHEN TO USE SP?

7/29/2019 deli-im

125/172

WHEN TO USE SP?

WHEN LAUNCHING A NEW PRODUCT OR

SERVICE ON THE MARKET

TO MAKE THE PEOPLE TRY THE PRODUCT

MAKE THE PEOPLE TRY A NEW RETAIL

SHOP OR SELLING FORM

CONVINCE THE RETAILERS TO HOLD THEPRODUCT OR OFFER THE SERVICE

WHEN TO USE SP?

7/29/2019 deli-im

126/172

WHEN TO USE SP?

SHORT TERM EFFECT

USED TOGETHER WITH

ADVERTISING INFLUENCE THE TIMING OF THE

BUYING

EFFICIENCY OF THE USAGE OF SPCAN BE REDUCED IF OFTEN USED

SPONSORING

7/29/2019 deli-im

127/172

SPONSORING

GOOD CHOICE OF

THE EVENT WHAT

WE SPONSOR

POSITIVE IN THEEYE OF THE CUST.

CONNECTION

BETWEEN THE

EVENT AND OFFER CONN. BETWEEN

THE EVENT AND

TARGET MARKET

PUBLICITY

7/29/2019 deli-im

128/172

PUBLICITY

CHEAP WAY OF MAKING THE

PEOPLE TALK AND WRITE ABOUTOUR OFFER OR COMPANY

TIMING IS OF CRITICAL

IMPORTANCE DIRECT PAYMENT IS MISSING

DIRECT SELLING

7/29/2019 deli-im

129/172

DIRECT SELLING

DIRECT - PERSONAL -

COMMUNICATION

THE CHANNEL IS THE PERSON - WHOHAS TO SELL HIM(HER)SELF

ACTIVE PARTICIPATION IS NEEDED

AS THE CHECKING OF THECUSTOMERS UNDERSTANDING AND

ACCEPTANCE IS NECESSARY.

7/29/2019 deli-im

130/172

STANDARDISATION OR

7/29/2019 deli-im

131/172

DIFFERENTIATION?

WE PREFER THE STANDARDISED

VERSION, AS CREATIVE IDEAS

COSTS

SYNERGIE

GLOBAL IMAGE

7/29/2019 deli-im

132/172

PRICE PLANNING

7/29/2019 deli-im

133/172

PRICE PLANNING

OBJECTIVE OF PRICE SETTING

METHODS OF PRICE SETTING

OBJECTIVES OF PRICE

7/29/2019 deli-im

134/172

SETTING

PROFIT

SALES VOLUME

MARKET SHARE

IMAGE TRANSFER

IMAGE

7/29/2019 deli-im

135/172

DIFFERENTIATION OR

7/29/2019 deli-im

136/172

STANDARDISATION

3 POSSIBILITIES:

STANDARDISED DUAL

DIFFERENTIATED

TECHNIQUE AND LEVEL

MANAGEING

7/29/2019 deli-im

137/172

INTERNATIONAL PRICES

MEASURE THE EFFICIENCY OF THE

PRICES

COMPARE THE RESULTS WITH THESET OBJECTIVES

METHODS:

MULTI VARIATE STATISTICSMOTIVATION ANALYSIS

INTERNATIONAL

DISTRIBUTION CHANNEL

7/29/2019 deli-im

138/172


POLICY


INTERNATIONAL IMPLEMENTATION INTERNATIONAL MANAGEMENT OFT

THE CHANNELS


7/29/2019 deli-im

139/172

OF THE D. CH.

DIRECT OR INDIRECT CHANNELS TO

USE? INTENSITY OF DISTRIBUTION

CHANNEL DESIGN

STANDARDISED ORDIFFERENTIATED MESSAGE

DIRECT OR INDIRECT?

7/29/2019 deli-im

140/172

DIRECT OR INDIRECT?

IT DEPENDS ON:

AVERAGE COSTS

OF DISTRIBUTING I

UNIT

DELIVERY TIME

EXPECTATIONS

PRODUCT/SERVICE FACILITIES

CONDITIONS

INTENSITY OF

7/29/2019 deli-im

141/172

DISTRIBUTION

EXCLUSIVE

SELECTIVE

INTENSIVE

CHANNEL DESIGN

7/29/2019 deli-im

142/172

CHANNEL DESIGN

MARKET COVERAGE ASPECTS

PRODUCT CHARACTERISTICS CUSTOMER SERVICE ASPECTS

PROFITABILITY

7/29/2019 deli-im

143/172

7/29/2019 deli-im

144/172

CUSTOMER SERVICE

7/29/2019 deli-im

145/172

ASPECTS

AVAILABILITY

ORDER CYCLE

COMMUNICATION

PROFITABILITY ASPECTS

7/29/2019 deli-im

146/172

PROFITABILITY ASPECTS

ESTIMATION OF COSTS AND

REVENUE OPPORTUNITY COSTS

MARKET SEGMENT MARGIN

ESTIMATION FOR FUTURE

CHANNEL STRUCTURE

7/29/2019 deli-im

147/172

CHANNEL STRUCTURE

BASED ON THE FOUR DIMESIONS

MAKE A DECISION ABOUT THE

LENGTH OF THE CHANNEL PARTICIPANTS OF THE CHANNEL

WAY OF MEASURING THE

PERFORMANCE OF THEPARTICIPANTS

STANDARDISATION OR

7/29/2019 deli-im

148/172

DIFFERENTIATION

HOW TO LINK THE NATIONAL

CHANNELS TO EACH OTHER? HOW TO COMPARE THE

PERFORMANCE DATA?

POSSIBILITY FOR STANDARDISEDMEANS OF DELIVERING GOODS TO

INTERNATIONAL CUSTOMERS

ORGANISATIONAL

7/29/2019 deli-im

149/172

FRAMEWORK

WHAT DEPARTMENT OR WHO IS

RESPONSIBLE FOR THE

INTERNATIONALISATION?

WHAT ARE THE COMMUNICATION

LINKS INSIDE THE COMPANY?

HOW TO FIND THE BEST PEOPLE FORTHE INTERNATIONALISATION

PROJECT? HOME - HOST - THIRD

COUNTRY PEOPLE?

SELECTION CRITERIA FOR

7/29/2019 deli-im

150/172

FOREIGN ASSIGNMENTS

COMPETENCE FACTORS

TECHNOLOGICAL KNOWLEDGELEADERSHIP ABILITY

EXPERIENCE, PAST PERFORMANCE

AREA EXPERTISELANGUAGE


7/29/2019 deli-im

151/172

FOREIGN ASSIGNMENTS

ADAPTABILITY FACTORS

INTEREST IN FOREIGN WORK

RELATIONAL ABILITIES

CULTURAL EMPATHY

APPRECIATION OF NEW MANAGEMENT

STYLES

APPRECIATION OF NEW

ENVIRONMENTAL CONSTRAINTS

ADAPTABILITY OF FAMILY


7/29/2019 deli-im

152/172

FOREIGN ASSIGNMENTS

PERSONAL CHARACTERISTICS

AGE

EDUCATION

SEX

HEALTH

,ARITAL RELATIONS

SOCIAL ACCEPTABILITY

7/29/2019 deli-im

153/172

REPATRIATION

7/29/2019 deli-im

154/172

REPATRIATION

PROFESSIONAL

PERSONAL

COMPENSATION

7/29/2019 deli-im

155/172

COMPENSATION

BASE SALARY AND SALARY

RELATED ALLOWANCES(HARDSHIP ALL., COLA, HOUSING ALL.)

NONSALARY RELATED

ALLOWANCES(MOBILITY ALL., TRAVEL EXP.,EDUCATION ALL.)

GREEN MARKETING

7/29/2019 deli-im

156/172

GREEN MARKETING

ENVIRONMENTALISTS

MEDIA == CONSUMERS NEW PREFERENCES

GREEN CONSUMERS

7/29/2019 deli-im

157/172

GREEN CONSUMERS

LOOK FOR PRODUCTS

PACKAGED IN RECYCLABLE MATERIALS

NOT EXCESSIVELY PACKAGED

PERCEIVED AS ENVI. FRIENDLY

MADE FROM RECYCLED MATERIALS

THAT DONT CONTAIN DYES OR TOXIC

MATERIALS

THAT ARE NOT PACKAGED IN FOAM

INTERMARKETING

S G S O O

7/29/2019 deli-im

158/172

SEGMENTS OF PEOPLE

GREEN LEADERS

TRUE BLUE GREENS

GREEN BACK GREENS

GREAN FOLLOWERS - SPROUTS

NONENVIRONMENTALISTS

GROUSERSBASIC BROWNS

7/29/2019 deli-im

159/172

MARKETING ASPECTS

7/29/2019 deli-im

160/172

MARKETING ASPECTS

PRODUCT: GREEN IN ALL PHASES

PRICE: COMPETITIVE, AS

STANDARDISED GREEN PRODUCTSARE MANUFACTURED

PROMOTION: TO INFORM AND

EDUCATE PLACE RECYCLING CENTERS, OR

MANUF. PROGRAMS

COUNTRY OF ORIGIN

EFFECTS

7/29/2019 deli-im

161/172

EFFECTS

AFFECT TRANSFER PROCESS

COGNITIVE MEDIATION PROCESS

PURCHASE INTENTION EFFECT

STRATEGIES TO MINIMISE

THE INFLUENCE

7/29/2019 deli-im

162/172

THE INFLUENCE

AFFECT TRANSFER PROCESS

- DEMONSTRATE THE USAGE OF

PRODUCTS COMING FROM C.X. COGNITIVE MEDIATION PROCESS

- DEMONSTRATE THE ATTRIBUTES

OF PRODUCTS PURCHASE INTENTION PROCESS

- BECOME NATIONAL!

GREY MARKETING

7/29/2019 deli-im

163/172

G NG

MARKETING?

DUE TO THE:

INFORMATIONGLOBAL BRANDS

THREE POSSIBILITIES

REIMPORTATIONPARALLEL IMPORTATION

LATERAL IMPORTATION

CONSEQUENCES OF GREY

MARKETING

7/29/2019 deli-im

164/172

MARKETING

POSITIVE CONSEQUENCES

NEW TARGETS NEGATIVE CONSEQUENCES

IMAGE

RELATIONSHIP WITH DISTRIBUTIONCHANNEL MEMBERS

SELF CANNIBALISATION

7/29/2019 deli-im

165/172

INTERNATIONAL

MARKETING PLAN

THE STRUCTURE OF THE

INTERNATIONAL MARKETING PLAN

7/29/2019 deli-im

166/172

INTERNATIONAL MARKETING PLAN

1. BRIEF SUMMARY OF THE

MANAGER/OWNER

READER - EMPLOYEE, PARTNER,

AUDITOR, FINANCIAL INSTITUTION

OBJECTIVE, REASON

2. THE COMPANY

HISTORY

7/29/2019 deli-im

167/172

HISTORY

PARAMETERS

3. MOTIVATORS AND OBSTACLES

MACRO AND MICRO MOTIVATORS INTERNAL AND EXTERNAL OBSTACLES

4. INTERNATIONAL MARKET RESEARCH OBJECTIVE

METHODS

5. REVIEW OF THE MICRO AND MACRO

ENVIRONMENT

7/29/2019 deli-im

168/172

ENVIRONMENT

MICRO ENVIRONMENT

COMPETITORS,

NEW ENTRANTS,SUBSTITUTES,

POWER OF THE CLIENTS

POWER OF THE SUPPLIERS

MACRO ENVIRONMENT

7/29/2019 deli-im

169/172

MACRO ENVIRONMENT

GEOGRAPHICALECONOMIC

POLITICAL

LEGALTECHNOLOGICAL

CULTURAL

6. INTERNATIONAL MARKET SELECTION

7/29/2019 deli-im

170/172


SEGMENTATION

INTERNATIONAL TARGETING

7. MODE OF ENTRY

8. MARKETING MIX

7/29/2019 deli-im

171/172

PRODUCT / SERVICE

PRICE (COST)

PROMOTION


9. ORGANISATIONAL FRAMEWORK

10 SCHEDULING

7/29/2019 deli-im

172/172

10. SCHEDULING

11. BUDGETING

12. EFFECT STUDY

13. CONCLUSION

deli-im

Documents