international marketing
DESCRIPTION
Ethnocentric Policentric Regiocentric GeocentricTRANSCRIPT
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INTERNATIONAL MARKETING
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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
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International marketing concepts
• Original classification
– Ethnocentric– Policentric– Regiocentric– Geocentric
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International marketing concepts
• New classification
– Domestic market extension concept– Multi domestic concept– Global marketing concept
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Companies
• Domestic companies
• International companies
• Multinational companies
• Transnational companies
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Can we control anything?
• Controllable elements
• Domestic, not controllable elements
• Foreign, not controllable elements
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MOTIVATORS
• Dynamic Management
* New management or
* management already
working for the
company
• Factors
* Proactive or
* Reactive factors
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PROACTIVE FACTORS
• Profit• Unique product• Unique technology• Unique information• Excess capacity• Economies of scale
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REACTIVE FACTORS
• Competitors• Overproduction
– Safety valve eff.
• Domestic market
is saturated• Tax incentives• Closeness to the
customers
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OBSTACLES OF INTERNATIONALISATION
• Internal
• External
• Methodological
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INTERNAL OBSTACLES
• Lack of competencies (management, marketing, language)
• Lack of infrastructure
• Willingness to collaborate and to accept new ideas
• etc.
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EXTERNAL OBSTACLES
• Unforeseeable events coming
* from the domestic marketplace (competitors, legal entities, consumers, etc)
* from the foreign marketplace
(political, legal, cultural, economic, etc.)
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METHODOLOGICAL OBSTACLES
• Static analyses
• Average counting
• Quantifying everything
• Rigidity in terms of places
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Decision point
• Does it worth?
• Are the motivators strong enough?
• Can we overcome the obstacles?
IF NOT:
• Reformulate the goals or
• Initiate changes inside the company
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IF YES
The company is ready to define its international marketing strategy
Including the
1) the macroenvironment
2) the microenvironment
and
3) the methodology
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The macroenvironment
• Geographical environment
• Political environment
• Legal environment
• Economic environment
• Technological environment
• Cultural environment
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Geographical environment
• Climate and topography
• Raw materials
• Environmental protection
• Urbanisation - suburbanisation - Reurbanisation
• Population
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Political environment
• Political system
• Changes of the government
• Political philosophy
• Possible problems with respect to the property: - Confiscation - Nationalisation
- Expropriation - Domestication
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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
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Economic environment
• Globalisation
• Localisation
• Interdependency
• Internationalisation of markets, companies and products
• Diversification
• Assortment of products
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Economic environment
• Price equalisation
• Information
• Partnerships
• Belongings
• Infrastructure
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Technological environment
• Role of human resource
• Changes in power
• R and D costs
• Innovations
• Launching the products
• Partnerships
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Cultural environmentWhat is culture?
Three modes of defining culture:
• General aspects• Enumeration• Classification
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Defining culture by general aspects
• Something learnt
• The elements are linked to each other
• Inherited
• Cannot be changed revolutionary, only evolutionary
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Defining culture by general aspects
• A country is not a culture
• Stereotypes
• Changing the culture
• Having more cultures
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Defining culture by enumeration
• Herskovits’s enumeration:
– Material culture– Social institution– People and the universe– Estetics– Language
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Defining culture by classification
• Context of communication– high context cultures– low context cultures
• explicit message
• implicit message
• Hofstede’s classification– 4 dimensions
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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
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Cultural differences in the evedyday life
• Place
• Communication
• Values
• Knowledge
• Beliefs
• Gifts
• Food
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Cultural differences in business
• Structure of decision making
• Participants
• Objectives of the participants
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Why are we against the other cultures?
• Cultural racism
• Cultural resistance
• Cultural opposition
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How to integrate this knowledge into the strategy?
• Congruent strategy
• Planned strategy
• Not planned strategy
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Customs
• Cultural imperatives
• Cultural exclusives
• Cultural adiaphora
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INTERNATIONAL MARKETING
• COMPANY WITH INTERNATIONAL PLANS
• MOTIVATORS
• OBSTACLES
• INTERNATIONAL MARKET(ING) RESEARCH– MACRO AND MICRO ENVIRONMENT– METHODOLOGY
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MACRO ENVIRONMENT
• GEOGRAPHIC
• POLITICAL
• LEGAL
• TECHNOLOGICAL
• ECONOMIC
• CULTURAL
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MICRO ENVIRONMENT
• COMPANY
• COMPETITORS
• CUSTOMERS
• SUPPLIERS
• PARTNERS
• NEW ENTRANTS
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COMPANY
• STRATEGY• MISSION, VISION• COMPREHENSIVE
SWOT ANALYSIS• CLARIFYING THE
GOALS
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COMPETITORS
• IDENTIFYING THEM
• AREA OF OPERATION
• STRATEGY• STRONG AND
WEAK POINTS• TACTICS
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CONSUMERS
• IDENTIFYING THEM
• PREFERENCES, TASTES
• DEMAND• PRODUCT, PRICE,
PROMOTION EXPECTATIONS
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SUPPLIERS
• DO THEY SUPPORT OUR IDEA
• QUALITY• QUANTITY• CONDITIONS
OR• WE NEED NEW
SUPPLIERS
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PARTNERS
• WILL THEY MAINTAIN THE STRONG COLLABORATION
• CAN THEY FOLLOW US
• CAN THEY ACCEPT THE NEW CONDITIONS
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NEW ENTRANTS
• EASY OR DIFFICULT ENTRY
• POSSIBLE NEW CONDITIONS IN THE INDUSTRY
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METHODOLOGY OF INTERNATIONAL MARKET
RESEARCH
• DIFFERENCE BETWEEN MARKET AND MARKETING RESEARCH– DYNAMIC OR STATIC ANALYSIS– QUANTITATIVE OR QUALITATIVE
INFORMATION– USE OF INFORMATION
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THE PROCESS OF THE RESEARCH
• IDENTIFICATION OF THE OBJECTIVE OR THE PROBLEM
• IDENTIFICATION OF THE SOURCE OF INFORMATION AND THE TECHNIQUE OF INFORMATION COLLECTION
• INFORMATION COLLECTION
• INTERPRETATION OF THE INFO.
• PRESENTATION OF THE RESULTS
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OBJECTIVE OR PROBLEM
• CONTINUOUS RESEARCH
• PERIODIC RESEARCH
• MICRO ENVIRONMENT
• MACRO ENVIRONMENT
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SOURCES OF INFORMATION AND TECHNIQUE OF INFO. COLLECTION
P R IM AR Y INFOR M ATION SECONDAR Y INFOR M ATION M OSAIC INFOR M ATION
SOUR CES OF INFOR M ATION
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PRIMARY INFORMATION
• OWN OBJECTIVE OR PROBLEM
• METHODOLOGY DEFINED BY US
• DATA COLLECTION IS PERFORMED BY OUR FIRM OR EMPLOYEES
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PRIMARY INFORMATION
ASKING P EOP LE OB SER VATION EXP ER IM ENTATION
P R IM AR Y INFOR M ATION
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ASKING PEOPLE
• WHOM TO ASK?– INDIVIDUALS– ORGANISATIONS– EXPERTS
• HOW TO ASK?– PERSONALLY– POST– TELEPHONE– COMPUTER– COMBINED
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ASKING PEOPLE
• WHAT TO ASK?– OMNIBUS
– SPECIALISED
QUESTIONNAIRE
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ASKING PEOPLEPROBLEMS
• NOT WILLING TO ASK
• NOT ABLE TO ASK
• HOW AND WHAT TO ASK
• HOW TO ORGANISE
• HOW TO INTERPRET
• SAMPLING
• LANGUAGE SKILLS
• MULTICULTURAL ASKING
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OBSERVATION
• OBSERVE CONSUMERS OR USERS
• PASSIVE PARTICIPATION
• USED USUALLY TOGETHER WITH OTHER FORMS
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EXPERIMENTATION
• LABORATORY CONDITIONS
• ONE PARAMETER IS CHANGED
• OTHER VARIABLES ARE KEPT „CETERIS PARIBUS”
• EXPENSIVE!
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SECONDARY INFORMATION
• DIFFERENT OBJECTIVE OR PROBLEM
• METHODOLOGY DEFINED BY SOMEONE ELSE
• DATA COLLECTION PERFORMED BY SOMEONE ELSE
• INTERNAL AND EXTERNAL INFORMATION
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INTERNAL INFORMATION
• LETTERS
• ORDERS
• DOCUMENTS PREPARED BY THE COMPANY
• CERTIFICATES
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EXTERNAL INFORMATION
P R ODUCED ON THE DOM ESTIC M AR KETAVAILAB LE ON THE DOM ESTIC M AR KET
P R ODUCED AB R OADAVAILAB LE ON THE DOM ESTIC M AR KET
P R ODUCED AB R OADAVAILAB LE AB R OAD
EXTER NAL INFOR M ATION
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SECONDARY INFORMATIONPROBLEMS
• NOMENCLATURE IS DIFFERENT
• QUALITY OF THE INFORMATION
• QUALITY OF THE METHODOLOGY
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MOSAIC INFORMATION
• IS COLLECTED ADDITIONALLY
• SIDE INFORMATION
• IS COLLECTED TO ACTUALISE AND TO COMPLETE THE ALREADY POSSESSED INFORMATION
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COLLECT INFORMATION
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INTERPRETATION OF THE INFORMATION
• ANALYSE THE INFORMATION GAINED
• INTERPRET THE INFORMATION
• WORK WITH NUMBERS AND FORMULATE ALTERNATIVES
• EXPLAINE THE GIVEN ALTERNATIVES
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PRESENTATION OF THE RESULTS
• DISTRIBUTE THE INFORMATION TO THE USERS
• EXPLAIN THE ALTERNATIVES
• CONDUCT A TWO DIRECTION COMMUNICATION
• HELP THE USERS INTERPRET THE INFO.
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INTERNATIONAL MARKETING
• COMPANY
• MOTIVATORS
• OBSTACLES
• INTERNATIONAL MARKET(ING) RESEARCH
• INTERNATIONAL MARKET SEGMENTATION AND TARGETING
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OBJECTIVE OF INTERNATIONAL MARKET
SEGMENTATION
• EFFECTIVE AND EFFICIENT INTERNATIONAL MARKETING PLAN
• ABILITY TO DIFFERENCIATE THE COMPANY FROM THE COMPETITORS
• POINT TO THE NEED TO CREATE A NEW SEGMENT
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PROCESS OF INT. MARKET SEGMENTATION
• IDENTIFICATION OF THE LEVEL OF THE MARKET TO BE SEGMENTED
• DETERMINATION OF THE VARIABLES USED FOR SEGM.
• CHOICE OF THE METHOD OF INT. MARKET SEGMENTATION
• IMPLEMENTATION OF INT. MARKET SEGMENTATION
• CHECKING THE VALIDITY OF RESULTS
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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
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VARIABLES OF SEGMENTATION
• VARIABLES THAT DESCRIBE THE OBJECT OF THE SEGMENTATION
• VARIABLES THAT DESCRIBE THE RELATIONSHIP BETWEEN THE OBJECTS OF THE SEGMENTATION AND THE MARKETING MIX ELEMENTS
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VARIABLES OF THE OBJECTS
• DEMOGRAPHIC
• GEOGRAPHIC
• POLITICAL
• LEGAL
• ECONOMIC
• CULTURAL
• PSYCHOGRAPHIC
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A CULTURE BASED CLUSTERING
17 EUROPEAN COUNTRIES ARE SEGMENTED
HOFSTEDE DIMENSIONS
• INDIVIDUALISM
• UNCERTAINTY AVOIDANCE
• POWER DISTANCE
• MASCULINITY
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The 17 European countries
• Austria - Switzerland
• Belgium - Portugal
• France - Denmark
• The Netherlands - Sweden
• Spain - Norway
• Italy - Finland
• Turkey
• Greece
• Germany
• GB
• Ireland
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THE CLUSTERS
CLUSTER 1.• IND: MED-HIGH• UNC: MED• POW: SMALL• MAS: HIGH
• AUSTR., GER., SWITZ., ITALY, GB., IRELAND
CLUSTER 2.• IND: VAR.• UNC:STRONG• POW:MED• MAS: LOW-MED
• BEL., FR., GREE., PORT., SP., TURKEY
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THE CLUSTERS
CLUSTER 3.• IND: HIGH• UNC: WEAK, MILD• POW: SMALL• MAS: LOW
• DEN., SWEDEN, FIN., NETHER., NORWAY
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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
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PSYCHOGRAPHIC SEGMENTATION FOR THE
BEER MARKET• SPORTIVE
• MASCULINE
• TAKES NO RESPONSIBILITY
• NO CONSERVATISME
„YOU ONLY GO AROUND ONCE IN LIFETIME”
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VARIABLES FOR RELATIONSHIP
OBJECTS AND PRODUCT
• BUYING SITUATION
• LOYALTY
• MOTIVATION
• USER STATUS
• USAGE RATE
• ATTITUDE
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VARIABLES FOR RELATIONSHIP
OBJECTS AND PRICE
• LOW, MEDIUM OR HIGH PRICE PREFERENCES
• PRICE SENSITIVITY
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VARIABLES FOR RELATIONSHIP
OBJECTS AND PROMOTION
• RATIONAL OR EMOTIONAL MESSAGES
• MEDIA
• MOTIVATION
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VARIABLES FOR RELATIONSHIP
OBJECTS AND PLACE
• SHOPPING PLACE PREFERENCES
• DISTRIBUTION CHANNEL PREFERENCES
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DO ANY BEST SOLUSTIONS EXIST?
NO!
IT ALWAYS DEPENDS!
BUT WE HAVE CRITERIA!
• MEASURABILITY
• ACCESSIBILITY
• STABILITY IN TIME
• RELATIONSHIP BETWEEN THE OFFER AND THE VARIABLE
• ACCEPTABLE SIZE
• STRICT DIFFERING OF SEGMENTS
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METHODS OF INT. MARKET SEGMENTATION
• METHOD THAT ACCEPTS THE EXISTENCE OF NATIONAL BOARDERS
• INTERMARKETING SEGMENTATION
• MICROSEGMENTATION
![Page 80: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/80.jpg)
METHOD THAT ACCEPTS THE EXISTENCE OF BOARDERS
2-PHASE SEGMENTATION:
• FIRST THE GROUP(S) OF COUNTRIES IS (ARE) SELECTED
• SECOND THE GROUPS OF INDIVIDUALS OR ORGANISATIONS ARE SELECETD
![Page 81: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/81.jpg)
ADVANTAGES OF THE METHOD
• SYSTEMATIC• IN CASE OF ERROR
WE CAN CORRECT EASIER
• COUNTS WITH THE DIFFERENCES
![Page 82: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/82.jpg)
DISADVANTAGES OF THE METHOD
• SEPARATES COUNTRIES
• NO POSSIBILITY FOR STAN-DARDISATION
• NO POSSIBILITY FOR LEARNING
• COSTS ARE HIGH
![Page 83: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/83.jpg)
INTERMARKETING SEGMENTATION
• REGARDS THE WHOLE WORLD AS ONE MARKET
• BASED ON (A) WELL SELECTED VARIBLE(S) WE CAN FIND GROUPS OF PEOPLE WHO HAVE SIMILAR BEHAVIOUR
![Page 84: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/84.jpg)
ADVANTAGES OF THE METHOD
• POSSIBILITY TO TRANSFER KNOWLEDGE
• COMPARE THE BEHAVIOUR
![Page 85: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/85.jpg)
DISADVANTAGES OF THE METHOD
• DOESN’T COUNT WITH THE DIFFERENT BACKGROUND OF THE COUNTRIES
• ENTIRE REPETING IN CASE OF ERROR
• COSTS ARE HIGH
![Page 86: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/86.jpg)
MICROSEGMENTATION
• DURING INTERNATIONAL MARKET SEGMENTATION SEGMENTS OF ONE OF FEW PERTICIPANTS ARE CREATED
![Page 87: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/87.jpg)
ADVANTAGES OF THE METHOD
• BETTER FOCUS• SPECIALISATION• EFFECTIVE
MARKETING PLAN
![Page 88: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/88.jpg)
DISADVANTAGES OF THE METHOD
• DANGEROUS• APPLICABLE ONLY
ON THE MARKET OF ORGANISATIONS
![Page 89: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/89.jpg)
IMPLEMENTATION OF INT. MARKET SEGMENTATION
• ON THE SELECTED LEVEL OF THE MARKET
• WITH THE SELECTED METHOD
• ON THE BASIS OF THE SELECTED VARIABLES
![Page 90: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/90.jpg)
HOW TO EVALUATE THE OBJECTS ?
TWO TECHNIQUES
• PARALLEL EVALUATION
- MATRIX FORMAT
• SYSTEMATIC EVALUATION
![Page 91: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/91.jpg)
CHECKING THE VALIDITY OF THE RESULTS
• APPLYING MORE THAN ONE STATISTICAL METHOD, EG.– CLUSTER ANALYSIS + SPLIT HALF
METHOD
• REPEATING THE PROCESS PERIODICALLY
![Page 92: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/92.jpg)
INTERNATIONAL MARKETING
• COMPANY
• MOTIVATORS
• OBSTACLES
• INTERNATIONAL MARKET(ING) RESEARCH
• INTERNATIONAL MARKET SEGMENTATION AND TARGETING
![Page 93: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/93.jpg)
INTERNATIONAL TARGETING
• AFTER THE CREATION OF THE SEGMENTS
• WE SELECT ONE OR MORE SEGMENTS
• TO WHICH WE WILL PAY ATTENTION
![Page 94: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/94.jpg)
INTERNATIONAL MARKET SEGMENTATION AND TARGETING
STRATEGIES
• UNDIFFERENTIATED STRATEGY
• DIFFERENTIATED STRATEGY
• CONCENTRATED STRATEGY
• MULTISEGMENTATION STRATEGY
• NICHE STRATEGY
![Page 95: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/95.jpg)
INTERNATIONAL MARKETING
• COMPANY
• MOTIVATORS AND OBSTACLES
• INT. MARKET(ING) RESEARCH
• INT. MARKET SEGMENTATION
• MODES OF ENTERING THE INT. MARKETS
![Page 96: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/96.jpg)
MODES OF ENTERING FOREIGN MARKETS
• THE CHOICE DEPENDS ON THE – RISKS– COSTS– CONTROL– PRODUCT/SERVICE– MANAGEMENT– SITUATION - OPPORTUNITIES OR
THREATS
![Page 97: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/97.jpg)
THE MODES OF ENTRY
• PRODUCTION IN THE DOMESTIC MARKET
• SELLING IN THE FOREIGN MARKETS
• MODES
– DIRECT EXPOTRING
– INDIRECT EXPORTING
• PRODUCTION AND SELLING ON FOREIGN MARKETS
• MODES
– LICENCING
– CONTRACTUAL MANUFACTURING
– FRANCHISING
– JOINT VENTURES
– FDI
![Page 98: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/98.jpg)
INTERNATIONAL MARKETING
• COMPANY
• MOTIVATORS AND OBSTACLES
• INT. MARKET(ING) RESEARCH
• INT. MARKET SEGMENTATION
• MODES OF ENTRY
• INT. 4 PS
![Page 99: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/99.jpg)
INTERNATIONAL PRODUCT POLICY
• PLANNING OF THE PRODUCTS (SERVICES)
• DEVELOPING THE PRODUCTS (SERVICES)
• MANAGING THE PRODUCTS IN THE FOREIGN MARKETS
![Page 100: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/100.jpg)
PLANNING THE OFFER
• SAME PRODUCTS (SERVICES) - GLOBAL
• ADOPTED PRODUCTS (SERVICES) - MODIFIED
• OR NEW PRODUCTS (SERVICES)
![Page 101: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/101.jpg)
GLOBAL STRATEGY
• ONLY THE BIGGEST AND MOST AGGRESSIVE COMPANIES
• ECONOMIES OF SCALE
• GLOBAL IMAGE
![Page 102: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/102.jpg)
MODIFIED STRATEGY
• REASONS FOR MODIFYING THE STRATEGY
• HOW TO CHANGE
• WHAT TO CHANGE
![Page 103: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/103.jpg)
REASONS FOR CHANGE
DIFFERENCES IN• CUSTOMS• USAGE OF THE PRODUCTS/SERVICES• LEGAL PLATFORM• QUALITY REQUIREMENTS• INFRASTRUCTURE• CULTURE• BIOLOGICAL PARAMETERS
![Page 104: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/104.jpg)
HOW TO CHANGE
• INTERNAL CHANGE
MATERIAL, TECHNICAL, FUNCTIONAL CHANGE
• EXTERNAL CHANGE
QUALITY, SHAPE, COLOUR, SIZE, SERVICE
• NECESSARY CHAGE
ELECTRONIC OR LEGAL REQUIREMENTS
• OPTIONAL CHANGE
![Page 105: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/105.jpg)
WHAT TO CHANGE
• CORE PRODUCT / SERVICE
• ACTUAL PRODUCT/ SERVICE
• AUGMENTED PRODUCT/SERVICE
+ ROLE OF MODULES
![Page 106: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/106.jpg)
NEW OFFER
• TO RESPOND TO THE DIFFERENT NEEDS AND CONDITIONS
• FOR MOST OF THE COMPANIES
![Page 107: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/107.jpg)
HOW TO DEVELOP NEW PRODUCTS AND SERVICES
• IDEA GENERATION• NEED ANALYSIS• SOCIETAL ANALYSIS• BUSINESS ANALYSIS
– MARKETIBILITY STUDY
– COMPATIBILITY STUDY
![Page 108: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/108.jpg)
HOW TO DEVELOP NEW PRODUCTS AND SERVICES
• PHYSICAL DEVELOPMENT AND TESTING
• TEST-MARKETING– CONCEPT-TEST
– TECHNICAL-TEST
– MARKET-TEST
• LAUNCHING THE PRODUCT/SERVICE
![Page 109: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/109.jpg)
THE NEWNESS
• NEW FOR THE COMPANY
• NEW FOR THE MARKET– CONGRUENT
INNOVATION
– CONTINUOUS INN.
– DYNAMIC INN.
– BREAKING INN.
![Page 110: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/110.jpg)
PLANNING THE STRUCTURE
• DEPTH• WIDTH• MARKET
POSITIONING!
![Page 111: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/111.jpg)
BRANDING
• BRAND NAMES• FAMILY OR
INDIVIDUAL BRAND NAMES
• PRIMARY AND SECONDARY BRANDS
• SELF CANNIBALISATION
![Page 112: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/112.jpg)
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
![Page 113: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/113.jpg)
BRANDING - DECISIONS
• IF IN ONE MARKET– 1 BRAND NAME
– MORE BRAND NAMES
• IF IN MORE MARKETS– LOCAL BRAND
NAMES
– GLOBAL BRAND NAMES
![Page 114: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/114.jpg)
CRITERIA OF BRAND NAMES
• PRONOUNCABLE
• RETAINABLE
• NOT MISUNERSTANDING
• SHORT
• RESULT IN POSITIVE BRAND ASSOCIATION
• WRITTEN AND ORAL FORM SHOULD BE SIMILAR
![Page 115: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/115.jpg)
PACKAGING
• DOUBLE PACKAGING
• DIFFERENT AS,– DELIVERY
– CUSTOMS
– LEGAL REQUIREMENTS
– CULTURAL DIFF.
– ECONOMIC DIFF.
![Page 116: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/116.jpg)
FURTHER QUESTIONS
• WARRANTY
• NOTE FOR APPLICATION
• AFTER SALE SERVICE
– SAME OR ADOPTED?
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INTERNATIONAL PROMOTION POLICY
• INTERNATIONAL PLANNING
• INTERNATIONAL IMPLEMENTATION
• MANAGEING THE PROMOTIONAL STRATEGY IN INTERNATIONAL MARKETS
![Page 118: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/118.jpg)
INTERNATIONAL PROMOTION
PROMOTION IS NOT ONLY FOR CONVINCING AND MANIPULATING PEOPLE BUT FOR INFORMING THEM AND FOR COMMUNICATING WITH
THEM AS WELL!
![Page 119: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/119.jpg)
ELEMENTS OF PROMOTION
• ADVERTISING
• SALES PROMOTION
• PUBLICITY
• DIRECT SELLING
![Page 120: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/120.jpg)
ADVERTISING
• STRENGTH OF SOURCE
• CREDIBILITY OF SOURCE
• PRESTIGE OF SOURCE
• HOMOPHILY
![Page 121: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/121.jpg)
OBJECT OF ADVERTISING
• BRAND• PRODUCT• FIRM• COUNTRY
![Page 122: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/122.jpg)
NEW PHENOMENA IN ADERTISING
• PATTERN ADVERTISING
• PAN EUROPEAN ADVERTISING
• PAN EAST EUROPEAN ADVERTISING
![Page 123: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/123.jpg)
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 OR THINGS
• HOW TO DETERMINE WHAT TO DO
![Page 124: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/124.jpg)
SALES PROMOTION
• PRICE REDUCTION• SALE• CUPONS• TRIAL• PAY FOR ONE,
RECEIVE TWO• GIFT• GAME
![Page 125: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/125.jpg)
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 THE
PRODUCT OR OFFER THE SERVICE
![Page 126: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/126.jpg)
WHEN TO USE SP?
• SHORT TERM EFFECT
• USED TOGETHER WITH ADVERTISING
• INFLUENCE THE TIMING OF THE BUYING
• EFFICIENCY OF THE USAGE OF SP CAN BE REDUCED IF OFTEN USED
![Page 127: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/127.jpg)
SPONSORING
• GOOD CHOICE OF THE EVENT WHAT WE SPONSOR
• POSITIVE IN THE EYE OF THE CUST.
• CONNECTION BETWEEN THE EVENT AND OFFER
• CONN. BETWEEN THE EVENT AND TARGET MARKET
![Page 128: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/128.jpg)
PUBLICITY
• CHEAP WAY OF MAKING THE PEOPLE TALK AND WRITE ABOUT OUR OFFER OR COMPANY
• TIMING IS OF CRITICAL IMPORTANCE
• DIRECT PAYMENT IS MISSING
![Page 129: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/129.jpg)
DIRECT SELLING
• DIRECT - PERSONAL - COMMUNICATION
• THE CHANNEL IS THE PERSON - WHO HAS TO SELL HIM(HER)SELF
• ACTIVE PARTICIPATION IS NEEDED AS THE CHECKING OF THE CUSTOMERS’ UNDERSTANDING AND ACCEPTANCE IS NECESSARY.
![Page 130: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/130.jpg)
INTERNATIONAL PROMOTION STRATEGIES
• PUSH
• PULL
• GRAVITATION
![Page 131: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/131.jpg)
STANDARDISATION OR DIFFERENTIATION?
WE PREFER THE STANDARDISED VERSION, AS
• CREATIVE IDEAS
• COSTS
• SYNERGIE
• GLOBAL IMAGE
![Page 132: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/132.jpg)
INTERNATIONAL PRICING POLICY
• INTERNATIONAL PLANNING
• INTERNATIONAL IMPLEMENTATION
• INTERNATIONAL MANAGEMENT OF THE PRICES
![Page 133: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/133.jpg)
PRICE PLANNING
• OBJECTIVE OF PRICE SETTING
• METHODS OF PRICE SETTING
![Page 134: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/134.jpg)
OBJECTIVES OF PRICE SETTING
• PROFIT• SALES VOLUME• MARKET SHARE• IMAGE TRANSFER• IMAGE
![Page 135: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/135.jpg)
METHODS OF PRICE SETTING
BASED ON INTUITION BASED ON CALCULATION
• OBJECTIVE ORIENTED
• DIFFERENTIATED
• SALES PROMOTION
• COST PLUS
• INTENTION ORIENTED (PEN-SKI)
• PSYCHOLOGICAL
![Page 136: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/136.jpg)
DIFFERENTIATION OR STANDARDISATION
3 POSSIBILITIES:
• STANDARDISED
• DUAL
• DIFFERENTIATED
TECHNIQUE AND LEVEL
![Page 137: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/137.jpg)
MANAGEING INTERNATIONAL PRICES
• MEASURE THE EFFICIENCY OF THE PRICES
• COMPARE THE RESULTS WITH THE SET OBJECTIVES
• METHODS:– MULTI VARIATE STATISTICS– MOTIVATION ANALYSIS
![Page 138: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/138.jpg)
INTERNATIONAL DISTRIBUTION CHANNEL
POLICY
• INTERNATIONAL PLANNING
• INTERNATIONAL IMPLEMENTATION
• INTERNATIONAL MANAGEMENT OFT THE CHANNELS
![Page 139: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/139.jpg)
INTERNATIONAL PLANNING OF THE D. CH.
• DIRECT OR INDIRECT CHANNELS TO USE?
• INTENSITY OF DISTRIBUTION
• CHANNEL DESIGN
• STANDARDISED OR DIFFERENTIATED MESSAGE
![Page 140: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/140.jpg)
DIRECT OR INDIRECT?
IT DEPENDS ON:• AVERAGE COSTS
OF DISTRIBUTING I UNIT
• DELIVERY TIME EXPECTATIONS
• PRODUCT/SERVICE• FACILITIES• CONDITIONS
![Page 141: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/141.jpg)
INTENSITY OF DISTRIBUTION
• EXCLUSIVE
• SELECTIVE
• INTENSIVE
![Page 142: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/142.jpg)
CHANNEL DESIGN
• MARKET COVERAGE ASPECTS
• PRODUCT CHARACTERISTICS
• CUSTOMER SERVICE ASPECTS
• PROFITABILITY
![Page 143: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/143.jpg)
MARKET COVERAGE ASPECTS
• CUSTOMER BUYING BEHAVIOUR
• INTENSITY OF DISTRIBUTION
• CHANNEL STRUCTURE
• CONTROL
![Page 144: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/144.jpg)
PRODUCT CHARACTERISTICS
• VALUE OF THE PRODUCT• TECHNICALITY• MARKET ACCEPTANCE• SUBSTITUTABILITY• BULK, STEWABILITY• PERISHABILITY• MARKET CONCENTRATION• SEASONABILITY• WIDTH AND DEPTH
![Page 145: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/145.jpg)
CUSTOMER SERVICE ASPECTS
• AVAILABILITY
• ORDER CYCLE
• COMMUNICATION
![Page 146: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/146.jpg)
PROFITABILITY ASPECTS
• ESTIMATION OF COSTS AND REVENUE
• OPPORTUNITY COSTS
• MARKET SEGMENT MARGIN
• ESTIMATION FOR FUTURE
![Page 147: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/147.jpg)
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 THE PARTICIPANTS
![Page 148: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/148.jpg)
STANDARDISATION OR DIFFERENTIATION
• HOW TO LINK THE NATIONAL CHANNELS TO EACH OTHER?
• HOW TO COMPARE THE PERFORMANCE DATA?
• POSSIBILITY FOR STANDARDISED MEANS OF DELIVERING GOODS TO INTERNATIONAL CUSTOMERS
![Page 149: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/149.jpg)
ORGANISATIONAL FRAMEWORK
• WHAT DEPARTMENT OR WHO IS RESPONSIBLE FOR THE INTERNATIONALISATION?
• WHAT ARE THE COMMUNICATION LINKS INSIDE THE COMPANY?
• HOW TO FIND THE BEST PEOPLE FOR THE INTERNATIONALISATION PROJECT? HOME - HOST - THIRD COUNTRY PEOPLE?
![Page 150: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/150.jpg)
SELECTION CRITERIA FOR FOREIGN ASSIGNMENTS
• COMPETENCE FACTORS– TECHNOLOGICAL KNOWLEDGE– LEADERSHIP ABILITY– EXPERIENCE, PAST PERFORMANCE– AREA EXPERTISE– LANGUAGE
![Page 151: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/151.jpg)
SELECTION CRITERIA FOR 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
![Page 152: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/152.jpg)
SELECTION CRITERIA FOR FOREIGN ASSIGNMENTS
• PERSONAL CHARACTERISTICS– AGE – EDUCATION– SEX – HEALTH– ,ARITAL RELATIONS– SOCIAL ACCEPTABILITY
![Page 153: International Marketing](https://reader038.vdocuments.net/reader038/viewer/2022110114/546e8757af7959fa018b716d/html5/thumbnails/153.jpg)
CULTURAL SHOCK
• INITIAL EUPHORIA
• IRRITATION AND HOSTILITY
• ADJUSTMENT
• REENTRY
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REPATRIATION
• PROFESSIONAL
• PERSONAL
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COMPENSATION
• BASE SALARY AND SALARY RELATED ALLOWANCES(HARDSHIP ALL., COLA, HOUSING ALL.)
• NONSALARY RELATED ALLOWANCES
(MOBILITY ALL., TRAVEL EXP., EDUCATION ALL.)
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GREEN MARKETING
• ENVIRONMENTALISTS
• MEDIA
• == CONSUMERS’ NEW PREFERENCES
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GREEN CONSUMERS
LOOK FOR PRODUCTS • PACKAGED IN RECYCLABLE MATERIALS• NOT EXCESSIVELY PACKAGED• PERCEIVED AS ENVI. FRIENDLY• MADE FROM RECYCLED MATERIALS• THAT DON’T CONTAIN DYES OR TOXIC
MATERIALS• THAT ARE NOT PACKAGED IN FOAM
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INTERMARKETING SEGMENTS OF PEOPLE
• GREEN LEADERS– TRUE BLUE GREENS– GREEN BACK GREENS
• GREAN FOLLOWERS - SPROUTS
• NONENVIRONMENTALISTS– GROUSERS– BASIC BROWNS
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TYPES OF COMPANIES
• IGNORE THE GREEN
• PASS AS GREEN
• GENUINE GREEN
• PROGREEN– 4RS: RETHINKING LIFESTYLES, REFUSE
PRODUCTS CONTAINING A LOT OF RESSOURCES, REUSE THE PRODUCTS, RECYCLE PACKAGING
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MARKETING ASPECTS
• PRODUCT: GREEN IN ALL PHASES
• PRICE: COMPETITIVE, AS STANDARDISED GREEN PRODUCTS ARE MANUFACTURED
• PROMOTION: TO INFORM AND EDUCATE
• PLACE RECYCLING CENTERS, OR MANUF. PROGRAMS
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COUNTRY OF ORIGIN EFFECTS
• AFFECT TRANSFER PROCESS
• COGNITIVE MEDIATION PROCESS
• PURCHASE INTENTION EFFECT
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STRATEGIES TO MINIMISE 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!
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GREY MARKETING
• MARKETING?
• DUE TO THE:– INFORMATION– GLOBAL BRANDS
• THREE POSSIBILITIES– REIMPORTATION– PARALLEL IMPORTATION– LATERAL IMPORTATION
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CONSEQUENCES OF GREY MARKETING
• POSITIVE CONSEQUENCES– NEW TARGETS
• NEGATIVE CONSEQUENCES– IMAGE– RELATIONSHIP WITH DISTRIBUTION
CHANNEL MEMBERS– SELF CANNIBALISATION
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INTERNATIONAL MARKETING PLAN
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THE STRUCTURE OF THE INTERNATIONAL MARKETING PLAN
1. BRIEF SUMMARY OF THE MANAGER/OWNER
– READER - EMPLOYEE, PARTNER, AUDITOR, FINANCIAL INSTITUTION
– OBJECTIVE, REASON
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2. THE COMPANY– HISTORY– PARAMETERS
3. MOTIVATORS AND OBSTACLES– MACRO AND MICRO MOTIVATORS– INTERNAL AND EXTERNAL OBSTACLES
4. INTERNATIONAL MARKET RESEARCH– OBJECTIVE– METHODS
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5. REVIEW OF THE MICRO AND MACRO ENVIRONMENT
– MICRO ENVIRONMENT
COMPETITORS,
NEW ENTRANTS,
SUBSTITUTES,
POWER OF THE CLIENTS
POWER OF THE SUPPLIERS
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– MACRO ENVIRONMENT
GEOGRAPHICAL
ECONOMIC
POLITICAL
LEGAL
TECHNOLOGICAL
CULTURAL
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6. INTERNATIONAL MARKET SELECTION
– INTERNATIONAL MARKET SEGMENTATION
– INTERNATIONAL TARGETING
7. MODE OF ENTRY
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8. MARKETING MIX
– PRODUCT / SERVICE– PRICE (COST)– PROMOTION– DISTRIBUTION CHANNEL
9. ORGANISATIONAL FRAMEWORK
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10. SCHEDULING
11. BUDGETING
12. EFFECT STUDY
13. CONCLUSION