Transcript Introduction of Marketing versus International marketing

Introduction of Marketing versus
International marketing
Scope and challenges
Seminar 2
Marketing versus International
marketing
Marketing
means
every
activities, which are connented
with product at beginn of
idea´s 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
consumer´s necessity
2)
The
system
of
enterprise´s activities (the
decision, what we will
produce...)
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International marketing
International marketing is defined as
the performance of business activities designed
to plan, price, promote, and direct the flow of a
company´s goods and services to consumer or
users in more than one nation for a profit.
The difference between the definitions of domestic
and international marketing is that, in the latter
case marketing activities take place in „MORE
THAN ONE COUNTRY“.
It accounts for the complexity and diversity found
in international marketing operations.
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1.
2.
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6.
7.
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9.
Global perspectives, recent
events and trends ...
The changing face of business
The increasing importance of global
awareness
The progression of becoming a global
marketer
Global terrorism
The high-tech and information
technology development
The rapid growth of the WTO and
regional free trade areas (NAFTA, EU)
General acceptance of the free market
system among developing countries in
Latin Amerika, Asia and Eastern
Europe
Impact of the Internet and other global
media on the dissolution of national
borderds,
Managing global environmental
sources.
What else??
10. Market research
11. Category
management
12. Relationship
marketing
13. Media image
14. Event marketing and
Life style marketing
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4P
of MARKETING MIX
Price policy
•price
•discounts
•payment agreement
Product policy
•product
•sortiment
•quality
•design
•brand and logo
•consumer´s services
•packing
Final
customers
Positioning
Distribution policy
(place)
Communication policy
(promotion)
•distribution channels
•availability of distribution
networks
•holding
•transportation
•terms of delivery
•advertising
•direct sale
•sales promotion
•public relations
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4P
of INTERNATIONAL MARKETING MIX
Product adaptation and development for
international marketing
Choice of pricing strategy
Competitor analysis
Packaging and labelling
Determination of discount
structures
Credit management
Translation of technical literature
Quality management
Licensing and contract manufacturing
Product
Place
Price
Choice of delivery terms
Costing and budgeting
Promotion
International distribution
International advertising, public
relations and sales promotion
Control of agents
International direct marketing
Export documentation
Control of salespeople
Cargo insurance
Translation of sales literature
Establishment of joint ventures
and subsidiaries
Exhibiting
Market research
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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...?
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European Marketing
I. Global Marketing
II. Multinational Marketing
III. Multiregional Marketing
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Global marketing
 The most profound change is the
orientation 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
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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
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Multiregional marketing
-To identify and to respect the
regional identity, the geography
ore regions and natural
landscape-
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International Industry Marketing
• It´s 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
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