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1/15

OHT 23.1

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

International marketing

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2/15

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.

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3/15

OHT 23.3

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

Reasons for internationalisation

Figure 23.1

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4/15

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.

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5/15

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.

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6/15

OHT 23.6

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

Selecting international markets

Figure 23.3

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OHT 23.7

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

Factors influencing market

entry method

Figure 23.4

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OHT 23.8

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

Market entry methods

Figure 23.5

7/28/2019 International Mkg

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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).

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10/15

OHT 23.10

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

Successful joint venture partnerships

Figure 23.7

7/28/2019 International Mkg

11/15

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.

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12/15

OHT 23.12

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

Standardisation or adaption

Figure 23.8

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13/15

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.

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14/15

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.

7/28/2019 International Mkg

15/15

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.