Transcript International Marketing

International
Marketing
Multidimensional
concept of training
Multidimensional
concept of training
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Objective:
Understanding the concept of
international marketing, studying the
reasons companies involvement in
International Affairs and International
Markets as well as specific risks and
differences between local and
international marketing.
About…
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Marketing is a universal economic activity found in all
human societies.
Marketing is the mechanism by which individuals and
organizations provide products and services that they
need.
Therefore, marketing goes beyond geographical and
political boundaries, serving markets everywhere.
Some retailers may not sell outside their community ever,
while others will be involved in the business, when the
occasion arises, away from home, even in other
countries around the world.
Definition…
The current definition is that which consists in
"international marketing looking to what they
want from the customers in the international
market and then meet these demands better
than other domestic or international
competitors," adding to finding and meeting the
needs of global customers better than the
competition and "coordination of the activities of
marketing according to the demands of the
global environment".
Definition…
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According to V. Danciu "international marketing is a modern
concept regarding orientation of the economic activities in line
with the requirements and specifics of external markets
(national, multinational, global), in order to meet current and
future needs of them with maximum efficiency. It is, however,
a number of practical activities conducted by mobilizing all
resources human, financial, material ("synergy") available to
companies, firms, organizations and institutions of national,
multinational or transnational and materialized in researching,
selecting and penetrating markets, designing and realizing of
goods and services intended for consumers and users in
other countries, promoting and distributing such goods at
certain prices, so as to be in the form of new orientation ".
SEGMENTATION of INTERNATIONAL
MARKETS
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To identify target markets, a company has to choose the specific
countries in which to sell their products. Even though the company
aims to serve the entire global marketplace, this process is gradual,
and the company is forced to go first in a market or a small group of
countries.
The process for the selection of countries is not random, but have
used certain practical criteria to segment the market and choose
those segments or countries in which the company's
products/services to have the best chance of success.
A market segment refers to a group of similar countries in terms of
sensitivity to certain aspects of the marketing strategy.
Market segmentation can be defined as a technique different
countries sharing in homogeneous groups.
CONCEPT…
The concept of segmentation is based on
the fact that a business cannot serve the
entire world with one set of policies,
because there are differences between
countries, both economic and cultural.
International market segmentation can be done
by completing the following steps:
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the drafting of principles and rules for the classification of
world markets;
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segmentation of all countries in homogeneous groups with
common characteristics with reference to the size of the
market;
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theoretical determination of the most effective ways of serving
of each group;
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choice of the group in which the dealer's own perspective (his
strong points) is in line with the requirements of the Group;
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this classification adjustment ideal real restrictions (existing
commitments, legal and political restrictions apply).
CRITERIA…
The criteria are relevance and applicability is: international economic, cultural,
geographic and behavior.
In marketing, as in the case of the national market, there are three strategies
concerning market segmentation:
 undifferentiated marketing;
 differentiated marketing
 marketing focused.
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In the case of undifferentiated marketing, the firm places on the market a
product and are looking to attract as many potential consumers through
marketing mix evenly.
In the case of differentiated marketing, the company changed the product
and marketing mix which relates to attract certain submarket.
In the third situation – concentrated marketing-company isolates one or
more segments for special treatment and the whole effort focuses on this
submarket.
Advantages and disadvantages
Advantages and disadvantages of
globalization of markets can be studied
from the perspective of the multinational
companies and the countries in which
these companies operate.
Advantages…
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Obtaining capital for growth and development, this can only be
generated locally.
Access to advanced technology that can not be developed at
the local level and must be purchased from abroad.
The transfer of know-how, managerial experience and technical
knowledge
Positive effects on trade balance if substitute imports product
or are intended mainly for export.
Provide jobs especially in countries that are facing chronic
unemployment.
To the State budget Revenue through the imposition of taxes
and fees on business firms concerned.
The use of local suppliers may lead to the development of local
firms.
Participation of the development of less-favored areas or the
implementation of infrastructure projects.
Disadvantages…
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Increased dependence on foreign company by providing capital, technology
and experience.
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Reducing loss of sovereignty by the Government of the host country of the
foreign firm.
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Negative impacts on social and economic systems, political by encouraging
local consumption, the imposition of Western values in place of the traditional
or supporting a particular political party.
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Increased exploitation through the use of non-renewable resources,
repatriation of profits rather than reinvest.
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The provision of technology often outdated or too advanced by the
multinational firm.
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Removing some local companies, potential competitors in certain areas.
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Out of funds for payment of parts and equipment imported by the repatriation
of profits by paying dividends and other transfers between firms.
The strategy of internationalization and forms
of
penetrating foreign markets training
Objective: companies can opt for a
multitude of strategies for entrance in
foreign markets, each alternative
presenting the advantages and
disadvantages associated with the level
of investment and risk.
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Strategic alternatives in the market penetration in foreign
markets Problem must be placed in the context of
internationalization strategy of the enterprise.
Each undertaking which seeks to be present on the
international market has to develop a strategy that will enable it
to take advantage of. Such a strategy is a complex process that
begins with an analysis of information about foreign markets
and those relating to the potential of the company, determining
the objectives of the international, followed by establishment of
the alternatives of internationalization.
These alternatives include, in fact, the procedures for entering
the international market that must be analyzed in terms of
advantages and disadvantages in order to choose the most
appropriate input.
The Marketing Plan
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The Marketing plan should be exciting,
challenging. It must sell a planned deal as an
opportunity for investment. In order to have the
desired impact, the marketing plan should be
built on the basis of concrete research results.
The marketing plan is a written document in
detail, based on a survey of market conditions.
Functions…
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Your marketing plan must fulfill the following functions:
to identify and to materialize the strategy of fulfilling the
goals and objectives of the company should be based on
clear facts and assumptions invalid
to identify financial resources, human and material that
will be involved in its implementation
to focus on a long-term vision to be simple and short, but
detailed to describe how to reach the proposed
objectives
to be flexible – alternative scenarios with marketing
activities relating to- specific procedures for mid-term
evaluation and final success of a business plan.
Advantages…
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to bring all marketing efforts for achieving the
goals and objectives set.
minimizes the effect of sudden changes in the
economic environment
indicates directs the activities of other
departments of the company makes the effort of
management as a result of compliance with the
universally known policies and accepted by the
Board of Directors
Limits…
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there is a tool that enables management to predict the
future with extreme precision.
won’t prevent the possibility of management mistakes
will not offer ways to resolve all major issues that arise.
In this case, critical analysis remains a basic
requirement.
will not remain unchanged for as long as planned
will be needed corrections to concord with the evolution
of the economic environment.
 SUCCES!
 Thank
for participation!