international marketing versus marketing - seminar (2)

7/31/2019 International Marketing Versus Marketing - Seminar (2)

1/12

Introduction of Marketing versus

International marketingScope and challenges

Seminar 2


2/12

Marketing versus International

marketing

Marketing means every

activities, which are connented

with product at beginn ofideas creation, of production

to the target consumers.

It means every activities, which

provide for the final product to

purchaser, in the right time, on

the right place, in hight quality,

in the friendly price

Marketing in the practise:

1) enterprise philosophy(the trade success could

be receive by knowledge

and resulting of

consumers necessity

2) The system of

enterprises activities (the

decision, what we will

produce...)

Seminar 2


3/12

International marketing

International marketing is defined asthe performance of business activities designed

to plan, price, promote, and direct the flow of a

companys goods and services to consumer or

users in more than one nation for a profit.

The difference between the definitions of domesticand international marketing is that, in the latter

case marketing activities take place in MORETHAN ONE COUNTRY.

It accounts for the complexity and diversity foundin international marketing operations.

Seminar 2


4/12

Seminar 2

10. Market research11. Category

management12. Relationship

marketing13. Media image14. Event marketing and

Life style marketing


5/12

Seminar 2

product

sortiment

quality

design

brand and logo

consumers services

packing

price

discountspayment agreement

(promotion)

advertising

direct sale

sales promotion

public relations

(place)distribution channels

availability of distribution

networks

holding

transportation

terms of delivery


6/12

Price

Promotion

Product

Place

Product adaptation and development for

international marketing

Packaging and labellingTranslation of technical literature

Quality management

Licensing and contract manufacturing

International distribution

Control of agentsExport documentation

Cargo insurance

Establishment of joint ventures

and subsidiaries

International advertising, public

relations and sales promotion

International direct marketing

Control of salespeople

Translation of sales literature

Exhibiting

Market research

Choice of pricing strategy

Competitor analysis

Determination of discount

structures

Credit management

Choice of delivery terms

Costing and budgeting

Seminar 2


7/12

Global marketing opportunities and

threats: Opportunities:

Increase in market potential

Trade and investment potential

Resources accessibility

...WHAT ELSE...?

Threats:

Increasing number of competitors

Increase in intensity of competition coupled with higher market

uncertainty

...WHAT ELSE...?

Seminar 2


8/12

European

MarketingI. Global Marketing

II. Multinational Marketing

III. Multiregional Marketing

Seminar 2


9/12

Global marketing

The most profound change is theorientation of the company

toward markets and associated

planning activities

Companies treat the world,

including their home market, as

one market.

Market segmentation decisions

are no longer focused on national

borders

Seminar 2


10/12

Multinational marketing

Domension of internacional

marketing, which are intreduced in

policy of multinacional companies

The focus of this is global

approach toward the market,

which are understood such as

integrated world market.

This policy is characterized by

think global, do local

Seminar 2


11/12

Multiregional marketing

-To identify and to respect theregional identity, the geography

ore regions and naturallandscape-

Seminar 2


12/12

International Industry Marketing

Its a marketing of goods and services, which are designed

for trades or for organisations, that use them for the next

business production.

The symbols of IIM:

narrow quantity of customers,

derivative demand and low elasticity of supply,

rational purchasing behavior,

geographic concentration by development of business activities

Seminar 2

international marketing versus marketing - seminar (2)

Documents