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INTERNATIONAL MARKETING
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
International marketing concepts
• Original classification
– Ethnocentric– Policentric– Regiocentric– Geocentric
International marketing concepts
• New classification
– Domestic market extension concept– Multi domestic concept– Global marketing concept
Companies
• Domestic companies
• International companies
• Multinational companies
• Transnational companies
Can we control anything?
• Controllable elements
• Domestic, not controllable elements
• Foreign, not controllable elements
MOTIVATORS
• Dynamic Management
* New management or
* management already
working for the
company
• Factors
* Proactive or
* Reactive factors
PROACTIVE FACTORS
• Profit• Unique product• Unique technology• Unique information• Excess capacity• Economies of scale
REACTIVE FACTORS
• Competitors• Overproduction
– Safety valve eff.
• Domestic market
is saturated• Tax incentives• Closeness to the
customers
OBSTACLES OF INTERNATIONALISATION
• Internal
• External
• Methodological
INTERNAL OBSTACLES
• Lack of competencies (management, marketing, language)
• Lack of infrastructure
• Willingness to collaborate and to accept new ideas
• etc.
EXTERNAL OBSTACLES
• Unforeseeable events coming
* from the domestic marketplace (competitors, legal entities, consumers, etc)
* from the foreign marketplace
(political, legal, cultural, economic, etc.)
METHODOLOGICAL OBSTACLES
• Static analyses
• Average counting
• Quantifying everything
• Rigidity in terms of places
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
IF YES
The company is ready to define its international marketing strategy
Including the
1) the macroenvironment
2) the microenvironment
and
3) the methodology
The macroenvironment
• Geographical environment
• Political environment
• Legal environment
• Economic environment
• Technological environment
• Cultural environment
Geographical environment
• Climate and topography
• Raw materials
• Environmental protection
• Urbanisation - suburbanisation - Reurbanisation
• Population
Political environment
• Political system
• Changes of the government
• Political philosophy
• Possible problems with respect to the property: - Confiscation - Nationalisation
- Expropriation - Domestication
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
Economic environment
• Globalisation
• Localisation
• Interdependency
• Internationalisation of markets, companies and products
• Diversification
• Assortment of products
Economic environment
• Price equalisation
• Information
• Partnerships
• Belongings
• Infrastructure
Technological environment
• Role of human resource
• Changes in power
• R and D costs
• Innovations
• Launching the products
• Partnerships
Cultural environmentWhat is culture?
Three modes of defining culture:
• General aspects• Enumeration• Classification
Defining culture by general aspects
• Something learnt
• The elements are linked to each other
• Inherited
• Cannot be changed revolutionary, only evolutionary
Defining culture by general aspects
• A country is not a culture
• Stereotypes
• Changing the culture
• Having more cultures
Defining culture by enumeration
• Herskovits’s enumeration:
– Material culture– Social institution– People and the universe– Estetics– Language
Defining culture by classification
• Context of communication– high context cultures– low context cultures
• explicit message
• implicit message
• Hofstede’s classification– 4 dimensions
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
Cultural differences in the evedyday life
• Place
• Communication
• Values
• Knowledge
• Beliefs
• Gifts
• Food
Cultural differences in business
• Structure of decision making
• Participants
• Objectives of the participants
Why are we against the other cultures?
• Cultural racism
• Cultural resistance
• Cultural opposition
How to integrate this knowledge into the strategy?
• Congruent strategy
• Planned strategy
• Not planned strategy
Customs
• Cultural imperatives
• Cultural exclusives
• Cultural adiaphora
INTERNATIONAL MARKETING
• COMPANY WITH INTERNATIONAL PLANS
• MOTIVATORS
• OBSTACLES
• INTERNATIONAL MARKET(ING) RESEARCH– MACRO AND MICRO ENVIRONMENT– METHODOLOGY
MACRO ENVIRONMENT
• GEOGRAPHIC
• POLITICAL
• LEGAL
• TECHNOLOGICAL
• ECONOMIC
• CULTURAL
MICRO ENVIRONMENT
• COMPANY
• COMPETITORS
• CUSTOMERS
• SUPPLIERS
• PARTNERS
• NEW ENTRANTS
COMPANY
• STRATEGY• MISSION, VISION• COMPREHENSIVE
SWOT ANALYSIS• CLARIFYING THE
GOALS
COMPETITORS
• IDENTIFYING THEM
• AREA OF OPERATION
• STRATEGY• STRONG AND
WEAK POINTS• TACTICS
CONSUMERS
• IDENTIFYING THEM
• PREFERENCES, TASTES
• DEMAND• PRODUCT, PRICE,
PROMOTION EXPECTATIONS
SUPPLIERS
• DO THEY SUPPORT OUR IDEA
• QUALITY• QUANTITY• CONDITIONS
OR• WE NEED NEW
SUPPLIERS
PARTNERS
• WILL THEY MAINTAIN THE STRONG COLLABORATION
• CAN THEY FOLLOW US
• CAN THEY ACCEPT THE NEW CONDITIONS
NEW ENTRANTS
• EASY OR DIFFICULT ENTRY
• POSSIBLE NEW CONDITIONS IN THE INDUSTRY
METHODOLOGY OF INTERNATIONAL MARKET
RESEARCH
• DIFFERENCE BETWEEN MARKET AND MARKETING RESEARCH– DYNAMIC OR STATIC ANALYSIS– QUANTITATIVE OR QUALITATIVE
INFORMATION– USE OF INFORMATION
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
OBJECTIVE OR PROBLEM
• CONTINUOUS RESEARCH
• PERIODIC RESEARCH
• MICRO ENVIRONMENT
• MACRO ENVIRONMENT
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
PRIMARY INFORMATION
• OWN OBJECTIVE OR PROBLEM
• METHODOLOGY DEFINED BY US
• DATA COLLECTION IS PERFORMED BY OUR FIRM OR EMPLOYEES
PRIMARY INFORMATION
ASKING P EOP LE OB SER VATION EXP ER IM ENTATION
P R IM AR Y INFOR M ATION
ASKING PEOPLE
• WHOM TO ASK?– INDIVIDUALS
– ORGANISATIONS
– EXPERTS
• HOW TO ASK?– PERSONALLY
– POST
– TELEPHONE
– COMPUTER
– COMBINED
ASKING PEOPLE
• WHAT TO ASK?– OMNIBUS
– SPECIALISED
QUESTIONNAIRE
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
OBSERVATION
• OBSERVE CONSUMERS OR USERS
• PASSIVE PARTICIPATION
• USED USUALLY TOGETHER WITH OTHER FORMS
EXPERIMENTATION
• LABORATORY CONDITIONS
• ONE PARAMETER IS CHANGED
• OTHER VARIABLES ARE KEPT „CETERIS PARIBUS”
• EXPENSIVE!
SECONDARY INFORMATION
• DIFFERENT OBJECTIVE OR PROBLEM• METHODOLOGY DEFINED BY
SOMEONE ELSE• DATA COLLECTION PERFORMED BY
SOMEONE ELSE• INTERNAL AND EXTERNAL
INFORMATION
INTERNAL INFORMATION
• LETTERS
• ORDERS
• DOCUMENTS PREPARED BY THE COMPANY
• CERTIFICATES
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
SECONDARY INFORMATIONPROBLEMS
• NOMENCLATURE IS DIFFERENT
• QUALITY OF THE INFORMATION
• QUALITY OF THE METHODOLOGY
MOSAIC INFORMATION
• IS COLLECTED ADDITIONALLY
• SIDE INFORMATION
• IS COLLECTED TO ACTUALISE AND TO COMPLETE THE ALREADY POSSESSED INFORMATION
COLLECT INFORMATION
INTERPRETATION OF THE INFORMATION
• ANALYSE THE INFORMATION GAINED
• INTERPRET THE INFORMATION
• WORK WITH NUMBERS AND FORMULATE ALTERNATIVES
• EXPLAINE THE GIVEN ALTERNATIVES
PRESENTATION OF THE RESULTS
• DISTRIBUTE THE INFORMATION TO THE USERS
• EXPLAIN THE ALTERNATIVES
• CONDUCT A TWO DIRECTION COMMUNICATION
• HELP THE USERS INTERPRET THE INFO.
INTERNATIONAL MARKETING
• COMPANY
• MOTIVATORS
• OBSTACLES
• INTERNATIONAL MARKET(ING) RESEARCH
• INTERNATIONAL MARKET SEGMENTATION AND TARGETING
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
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
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
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
VARIABLES OF THE OBJECTS
• DEMOGRAPHIC
• GEOGRAPHIC
• POLITICAL
• LEGAL
• ECONOMIC
• CULTURAL
• PSYCHOGRAPHIC
A CULTURE BASED CLUSTERING
17 EUROPEAN COUNTRIES ARE SEGMENTED
HOFSTEDE DIMENSIONS
• INDIVIDUALISM
• UNCERTAINTY AVOIDANCE
• POWER DISTANCE
• MASCULINITY
The 17 European countries
• Austria - Switzerland
• Belgium - Portugal
• France - Denmark
• The Netherlands - Sweden
• Spain - Norway
• Italy - Finland
• Turkey
• Greece
• Germany
• GB
• Ireland
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
THE CLUSTERS
CLUSTER 3.• IND: HIGH• UNC: WEAK, MILD• POW: SMALL• MAS: LOW
• DEN., SWEDEN, FIN., NETHER., NORWAY
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
PSYCHOGRAPHIC SEGMENTATION FOR THE
BEER MARKET• SPORTIVE
• MASCULINE
• TAKES NO RESPONSIBILITY
• NO CONSERVATISME
„YOU ONLY GO AROUND ONCE IN LIFETIME”
VARIABLES FOR RELATIONSHIP
OBJECTS AND PRODUCT
• BUYING SITUATION
• LOYALTY
• MOTIVATION
• USER STATUS
• USAGE RATE
• ATTITUDE
VARIABLES FOR RELATIONSHIP
OBJECTS AND PRICE
• LOW, MEDIUM OR HIGH PRICE PREFERENCES
• PRICE SENSITIVITY
VARIABLES FOR RELATIONSHIP
OBJECTS AND PROMOTION
• RATIONAL OR EMOTIONAL MESSAGES
• MEDIA
• MOTIVATION
VARIABLES FOR RELATIONSHIP
OBJECTS AND PLACE
• SHOPPING PLACE PREFERENCES
• DISTRIBUTION CHANNEL PREFERENCES
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
METHODS OF INT. MARKET SEGMENTATION
• METHOD THAT ACCEPTS THE EXISTENCE OF NATIONAL BOARDERS
• INTERMARKETING SEGMENTATION
• MICROSEGMENTATION
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
ADVANTAGES OF THE METHOD
• SYSTEMATIC• IN CASE OF ERROR
WE CAN CORRECT EASIER
• COUNTS WITH THE DIFFERENCES
DISADVANTAGES OF THE METHOD
• SEPARATES COUNTRIES
• NO POSSIBILITY FOR STAN-DARDISATION
• NO POSSIBILITY FOR LEARNING
• COSTS ARE HIGH
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
ADVANTAGES OF THE METHOD
• POSSIBILITY TO TRANSFER KNOWLEDGE
• COMPARE THE BEHAVIOUR
DISADVANTAGES OF THE METHOD
• DOESN’T COUNT WITH THE DIFFERENT BACKGROUND OF THE COUNTRIES
• ENTIRE REPETING IN CASE OF ERROR
• COSTS ARE HIGH
MICROSEGMENTATION
• DURING INTERNATIONAL MARKET SEGMENTATION SEGMENTS OF ONE OF FEW PERTICIPANTS ARE CREATED
ADVANTAGES OF THE METHOD
• BETTER FOCUS• SPECIALISATION• EFFECTIVE
MARKETING PLAN
DISADVANTAGES OF THE METHOD
• DANGEROUS• APPLICABLE ONLY
ON THE MARKET OF ORGANISATIONS
IMPLEMENTATION OF INT. MARKET SEGMENTATION
• ON THE SELECTED LEVEL OF THE MARKET
• WITH THE SELECTED METHOD
• ON THE BASIS OF THE SELECTED VARIABLES
HOW TO EVALUATE THE OBJECTS ?
TWO TECHNIQUES
• PARALLEL EVALUATION
- MATRIX FORMAT
• SYSTEMATIC EVALUATION
CHECKING THE VALIDITY OF THE RESULTS
• APPLYING MORE THAN ONE STATISTICAL METHOD, EG.– CLUSTER ANALYSIS + SPLIT HALF
METHOD
• REPEATING THE PROCESS PERIODICALLY
INTERNATIONAL MARKETING
• COMPANY
• MOTIVATORS
• OBSTACLES
• INTERNATIONAL MARKET(ING) RESEARCH
• INTERNATIONAL MARKET SEGMENTATION AND TARGETING
INTERNATIONAL TARGETING
• AFTER THE CREATION OF THE SEGMENTS
• WE SELECT ONE OR MORE SEGMENTS
• TO WHICH WE WILL PAY ATTENTION
INTERNATIONAL MARKET SEGMENTATION AND TARGETING
STRATEGIES
• UNDIFFERENTIATED STRATEGY
• DIFFERENTIATED STRATEGY
• CONCENTRATED STRATEGY
• MULTISEGMENTATION STRATEGY
• NICHE STRATEGY
INTERNATIONAL MARKETING
• COMPANY
• MOTIVATORS AND OBSTACLES
• INT. MARKET(ING) RESEARCH
• INT. MARKET SEGMENTATION
• MODES OF ENTERING THE INT. MARKETS
MODES OF ENTERING FOREIGN MARKETS
• THE CHOICE DEPENDS ON THE – RISKS– COSTS– CONTROL– PRODUCT/SERVICE– MANAGEMENT– SITUATION - OPPORTUNITIES OR
THREATS
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
INTERNATIONAL MARKETING
• COMPANY
• MOTIVATORS AND OBSTACLES
• INT. MARKET(ING) RESEARCH
• INT. MARKET SEGMENTATION
• MODES OF ENTRY
• INT. 4 PS
INTERNATIONAL PRODUCT POLICY
• PLANNING OF THE PRODUCTS (SERVICES)
• DEVELOPING THE PRODUCTS (SERVICES)
• MANAGING THE PRODUCTS IN THE FOREIGN MARKETS
PLANNING THE OFFER
• SAME PRODUCTS (SERVICES) - GLOBAL
• ADOPTED PRODUCTS (SERVICES) - MODIFIED
• OR NEW PRODUCTS (SERVICES)
GLOBAL STRATEGY
• ONLY THE BIGGEST AND MOST AGGRESSIVE COMPANIES
• ECONOMIES OF SCALE
• GLOBAL IMAGE
MODIFIED STRATEGY
• REASONS FOR MODIFYING THE STRATEGY
• HOW TO CHANGE
• WHAT TO CHANGE
REASONS FOR CHANGE
DIFFERENCES IN• CUSTOMS• USAGE OF THE PRODUCTS/SERVICES• LEGAL PLATFORM• QUALITY REQUIREMENTS• INFRASTRUCTURE• CULTURE• BIOLOGICAL PARAMETERS
HOW TO CHANGE
• INTERNAL CHANGE
MATERIAL, TECHNICAL, FUNCTIONAL CHANGE
• EXTERNAL CHANGE
QUALITY, SHAPE, COLOUR, SIZE, SERVICE
• NECESSARY CHAGE
ELECTRONIC OR LEGAL REQUIREMENTS
• OPTIONAL CHANGE
WHAT TO CHANGE
• CORE PRODUCT / SERVICE
• ACTUAL PRODUCT/ SERVICE
• AUGMENTED PRODUCT/SERVICE
+ ROLE OF MODULES
NEW OFFER
• TO RESPOND TO THE DIFFERENT NEEDS AND CONDITIONS
• FOR MOST OF THE COMPANIES
HOW TO DEVELOP NEW PRODUCTS AND SERVICES
• IDEA GENERATION• NEED ANALYSIS• SOCIETAL ANALYSIS• BUSINESS ANALYSIS
– MARKETIBILITY STUDY
– COMPATIBILITY STUDY
HOW TO DEVELOP NEW PRODUCTS AND SERVICES
• PHYSICAL DEVELOPMENT AND TESTING
• TEST-MARKETING– CONCEPT-TEST
– TECHNICAL-TEST
– MARKET-TEST
• LAUNCHING THE PRODUCT/SERVICE
THE NEWNESS
• NEW FOR THE COMPANY
• NEW FOR THE MARKET– CONGRUENT
INNOVATION
– CONTINUOUS INN.
– DYNAMIC INN.
– BREAKING INN.
PLANNING THE STRUCTURE
• DEPTH• WIDTH• MARKET
POSITIONING!
BRANDING
• BRAND NAMES• FAMILY OR
INDIVIDUAL BRAND NAMES
• PRIMARY AND SECONDARY BRANDS
• SELF CANNIBALISATION
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
BRANDING - DECISIONS
• IF IN ONE MARKET– 1 BRAND NAME
– MORE BRAND NAMES
• IF IN MORE MARKETS– LOCAL BRAND
NAMES
– GLOBAL BRAND NAMES
CRITERIA OF BRAND NAMES
• PRONOUNCABLE
• RETAINABLE
• NOT MISUNERSTANDING
• SHORT
• RESULT IN POSITIVE BRAND ASSOCIATION
• WRITTEN AND ORAL FORM SHOULD BE SIMILAR
PACKAGING
• DOUBLE PACKAGING
• DIFFERENT AS,– DELIVERY
– CUSTOMS
– LEGAL REQUIREMENTS
– CULTURAL DIFF.
– ECONOMIC DIFF.
FURTHER QUESTIONS
• WARRANTY
• NOTE FOR APPLICATION
• AFTER SALE SERVICE
– SAME OR ADOPTED?
INTERNATIONAL PROMOTION POLICY
• INTERNATIONAL PLANNING
• INTERNATIONAL IMPLEMENTATION
• MANAGEING THE PROMOTIONAL STRATEGY IN INTERNATIONAL MARKETS
INTERNATIONAL PROMOTION
PROMOTION IS NOT ONLY FOR CONVINCING AND MANIPULATING PEOPLE BUT FOR INFORMING THEM AND FOR COMMUNICATING WITH
THEM AS WELL!
ELEMENTS OF PROMOTION
• ADVERTISING
• SALES PROMOTION
• PUBLICITY
• DIRECT SELLING
ADVERTISING
• STRENGTH OF SOURCE
• CREDIBILITY OF SOURCE
• PRESTIGE OF SOURCE
• HOMOPHILY
OBJECT OF ADVERTISING
• BRAND• PRODUCT• FIRM• COUNTRY
NEW PHENOMENA IN ADERTISING
• PATTERN ADVERTISING
• PAN EUROPEAN ADVERTISING
• PAN EAST EUROPEAN ADVERTISING
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
SALES PROMOTION
• PRICE REDUCTION• SALE• CUPONS• TRIAL• PAY FOR ONE,
RECEIVE TWO• GIFT• GAME
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
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
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
PUBLICITY
• CHEAP WAY OF MAKING THE PEOPLE TALK AND WRITE ABOUT OUR OFFER OR COMPANY
• TIMING IS OF CRITICAL IMPORTANCE
• DIRECT PAYMENT IS MISSING
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.
INTERNATIONAL PROMOTION STRATEGIES
• PUSH
• PULL
• GRAVITATION
STANDARDISATION OR DIFFERENTIATION?
WE PREFER THE STANDARDISED VERSION, AS
• CREATIVE IDEAS
• COSTS
• SYNERGIE
• GLOBAL IMAGE
INTERNATIONAL PRICING POLICY
• INTERNATIONAL PLANNING
• INTERNATIONAL IMPLEMENTATION
• INTERNATIONAL MANAGEMENT OF THE PRICES
PRICE PLANNING
• OBJECTIVE OF PRICE SETTING
• METHODS OF PRICE SETTING
OBJECTIVES OF PRICE SETTING
• PROFIT• SALES VOLUME• MARKET SHARE• IMAGE TRANSFER• IMAGE
METHODS OF PRICE SETTING
BASED ON INTUITION BASED ON CALCULATION
• OBJECTIVE ORIENTED
• DIFFERENTIATED
• SALES PROMOTION
• COST PLUS
• INTENTION ORIENTED (PEN-SKI)
• PSYCHOLOGICAL
DIFFERENTIATION OR STANDARDISATION
3 POSSIBILITIES:
• STANDARDISED
• DUAL
• DIFFERENTIATED
TECHNIQUE AND LEVEL
MANAGEING INTERNATIONAL PRICES
• MEASURE THE EFFICIENCY OF THE PRICES
• COMPARE THE RESULTS WITH THE SET OBJECTIVES
• METHODS:– MULTI VARIATE STATISTICS– MOTIVATION ANALYSIS
INTERNATIONAL DISTRIBUTION CHANNEL
POLICY
• INTERNATIONAL PLANNING
• INTERNATIONAL IMPLEMENTATION
• INTERNATIONAL MANAGEMENT OFT THE CHANNELS
INTERNATIONAL PLANNING OF THE D. CH.
• DIRECT OR INDIRECT CHANNELS TO USE?
• INTENSITY OF DISTRIBUTION
• CHANNEL DESIGN
• STANDARDISED OR DIFFERENTIATED MESSAGE
DIRECT OR INDIRECT?
IT DEPENDS ON:• AVERAGE COSTS
OF DISTRIBUTING I UNIT
• DELIVERY TIME EXPECTATIONS
• PRODUCT/SERVICE• FACILITIES• CONDITIONS
INTENSITY OF DISTRIBUTION
• EXCLUSIVE
• SELECTIVE
• INTENSIVE
CHANNEL DESIGN
• MARKET COVERAGE ASPECTS
• PRODUCT CHARACTERISTICS
• CUSTOMER SERVICE ASPECTS
• PROFITABILITY
MARKET COVERAGE ASPECTS
• CUSTOMER BUYING BEHAVIOUR
• INTENSITY OF DISTRIBUTION
• CHANNEL STRUCTURE
• CONTROL
PRODUCT CHARACTERISTICS
• VALUE OF THE PRODUCT• TECHNICALITY• MARKET ACCEPTANCE• SUBSTITUTABILITY• BULK, STEWABILITY• PERISHABILITY• MARKET CONCENTRATION• SEASONABILITY• WIDTH AND DEPTH
CUSTOMER SERVICE ASPECTS
• AVAILABILITY
• ORDER CYCLE
• COMMUNICATION
PROFITABILITY ASPECTS
• ESTIMATION OF COSTS AND REVENUE
• OPPORTUNITY COSTS
• MARKET SEGMENT MARGIN
• ESTIMATION FOR FUTURE
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
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
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?
SELECTION CRITERIA FOR FOREIGN ASSIGNMENTS
• COMPETENCE FACTORS– TECHNOLOGICAL KNOWLEDGE– LEADERSHIP ABILITY– EXPERIENCE, PAST PERFORMANCE– AREA EXPERTISE– LANGUAGE
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
SELECTION CRITERIA FOR FOREIGN ASSIGNMENTS
• PERSONAL CHARACTERISTICS– AGE – EDUCATION– SEX – HEALTH– ,ARITAL RELATIONS– SOCIAL ACCEPTABILITY
CULTURAL SHOCK
• INITIAL EUPHORIA
• IRRITATION AND HOSTILITY
• ADJUSTMENT
• REENTRY
REPATRIATION
• PROFESSIONAL
• PERSONAL
COMPENSATION
• BASE SALARY AND SALARY RELATED ALLOWANCES(HARDSHIP ALL., COLA, HOUSING ALL.)
• NONSALARY RELATED ALLOWANCES
(MOBILITY ALL., TRAVEL EXP., EDUCATION ALL.)
GREEN MARKETING
• ENVIRONMENTALISTS
• MEDIA
• == CONSUMERS’ NEW PREFERENCES
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
INTERMARKETING SEGMENTS OF PEOPLE
• GREEN LEADERS– TRUE BLUE GREENS– GREEN BACK GREENS
• GREAN FOLLOWERS - SPROUTS
• NONENVIRONMENTALISTS– GROUSERS– BASIC BROWNS
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
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
COUNTRY OF ORIGIN EFFECTS
• AFFECT TRANSFER PROCESS
• COGNITIVE MEDIATION PROCESS
• PURCHASE INTENTION EFFECT
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!
GREY MARKETING
• MARKETING?
• DUE TO THE:– INFORMATION– GLOBAL BRANDS
• THREE POSSIBILITIES– REIMPORTATION– PARALLEL IMPORTATION– LATERAL IMPORTATION
CONSEQUENCES OF GREY MARKETING
• POSITIVE CONSEQUENCES– NEW TARGETS
• NEGATIVE CONSEQUENCES– IMAGE– RELATIONSHIP WITH DISTRIBUTION
CHANNEL MEMBERS– SELF CANNIBALISATION
INTERNATIONAL MARKETING PLAN
THE STRUCTURE OF THE INTERNATIONAL MARKETING PLAN
1. BRIEF SUMMARY OF THE MANAGER/OWNER
– READER - EMPLOYEE, PARTNER, AUDITOR, FINANCIAL INSTITUTION
– OBJECTIVE, REASON
2. THE COMPANY– HISTORY– PARAMETERS
3. MOTIVATORS AND OBSTACLES– MACRO AND MICRO MOTIVATORS– INTERNAL AND EXTERNAL OBSTACLES
4. INTERNATIONAL MARKET RESEARCH– OBJECTIVE– METHODS
5. REVIEW OF THE MICRO AND MACRO ENVIRONMENT
– MICRO ENVIRONMENT
COMPETITORS,
NEW ENTRANTS,
SUBSTITUTES,
POWER OF THE CLIENTS
POWER OF THE SUPPLIERS
– MACRO ENVIRONMENT
GEOGRAPHICAL
ECONOMIC
POLITICAL
LEGAL
TECHNOLOGICAL
CULTURAL
6. INTERNATIONAL MARKET SELECTION
– INTERNATIONAL MARKET SEGMENTATION
– INTERNATIONAL TARGETING
7. MODE OF ENTRY
8. MARKETING MIX
– PRODUCT / SERVICE– PRICE (COST)– PROMOTION– DISTRIBUTION CHANNEL
9. ORGANISATIONAL FRAMEWORK
10. SCHEDULING
11. BUDGETING
12. EFFECT STUDY
13. CONCLUSION