OHT 23.1

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International marketing

OHT 23.2

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

International marketing approaches

(Lynch 1994)

• Local scale.

• National scale.

• Regional scale.

• European scale.

• World scale.

OHT 23.3

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Reasons for internationalisation

Figure 23.1

OHT 23.4

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Differences which require particular attention

• Cultural differences.

• Language.

• Social structures and customs.

• Values and attitudes.

• Technological factors.

• Economic and competitive factors.

• Political and legal factors.

OHT 23.5

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Culture, conventions and etiquette

Figure 23.2Source: Adapted from Mead (1990) Copyright 1990 © John Wiley & Sons Limited. Reproduced with permission.

OHT 23.6

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Selecting international markets

Figure 23.3

OHT 23.7

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Factors influencing marketentry method

Figure 23.4

OHT 23.8

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Market entry methods

Figure 23.5

OHT 23.9

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Investment

Figure 23.6Source: Adapted from International Marketing, 3rd edition, Financial Times Pitman Publishing (Pearson Education), Walsh (1993).

OHT 23.10

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Successful joint venture partnerships

Figure 23.7

OHT 23.11

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

International marketing strategy

• Define and select target groups.

• Position the product(s).

• Select marketing mix to suit foreign market.

OHT 23.12

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Standardisation or adaption

Figure 23.8

OHT 23.13

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Adaption pressures

• Customer needs.

• Practical considerations.

• Packaging and communication.

• Marketing communications.

• Distribution channels.

• Product positioning.

• Mode of entry.

• Regulations.

OHT 23.14

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

Standardisation pressures

• Identified international segment.

• Economies of scale.

• Mobile customers.

• Degree of adaption or standardisation.

OHT 23.15

© Pearson Education Limited 2003Brassington and Pettitt: Principles of Marketing, 3rd Edition

International marketing mixes

• Product - can a product be sold across a range of international markets or does it need to be adapted for local needs?

• Price - what will the market bear? What cost structures are affected by export?

• Place - how do foreign markets distribute? Tailoring delivery sizes and frequency to suit foreign channels.

• Promotion - to suit local foreign environments.