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INTERNATIONALINTERNATIONALMARKETINGMARKETINGINTERNATIONALINTERNATIONAL

MARKETINGMARKETING

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CoverageCoverageCoverageCoverage

DefinitionDefinition Domestic Vs International MarketingDomestic Vs International Marketing International Marketing Driving andInternational Marketing Driving and

Restraining ForcesRestraining Forces International OrientationsInternational Orientations Internationalization StagesInternationalization Stages International Marketing DecisionsInternational Marketing Decisions

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International Marketing-International Marketing-DefinitionDefinition

International Marketing-International Marketing-DefinitionDefinition

(a)(a) Marketing of goods & services acrossMarketing of goods & services acrossnational frontiersnational frontiers

(b)(b) It is an approach of a company with a trulyIt is an approach of a company with a trulyglobal outlook, seeking its profit impartiallyglobal outlook, seeking its profit impartiallyaround the world, on a planned andaround the world, on a planned and

systematic basissystematic basis(c)(c) It is the marketing function of multinationalIt is the marketing function of multinational

companiescompanies

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Domestic Vs InternationalDomestic Vs InternationalMarketingMarketing

Domestic Vs InternationalDomestic Vs InternationalMarketingMarketing

Culture Economic Law

Facilities

Trade Practices

Distance

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Restraining ForcesRestraining Forces

Driving ForcesDriving Forces

Market DifferenceManagement MyopiaTrade BarriersOrganization Cultutre

Profit Motive Domestic Market Constraint Competition

Government policies Monopoly Power Spin-off Benefits

Driving and Restraining ForcesDriving and Restraining ForcesDriving and Restraining ForcesDriving and Restraining Forces

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Internationalization StagesInternationalization StagesInternationalization StagesInternationalization Stages

Transnational

Global

MultinationalInternational

Domestic

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International MarketingInternational MarketingDecisionsDecisions

International MarketingInternational MarketingDecisionsDecisions

Market SelectionDecisions

International

OrganizationDecision

Marketing MixDecision

MarketingIntelligence

EntryDecisions

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ReviewReviewReviewReview

DefinitionDefinition Domestic Vs International DistinctionDomestic Vs International Distinction Pull and Push FactorsPull and Push Factors EPRG FrameworkEPRG Framework

Domestic to TransitionalDomestic to Transitional Topics aheadTopics ahead

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THANK YOUTHANK YOUTHANK YOUTHANK YOU

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Components of theComponents of theProduct PersonalityProduct PersonalityComponents of theComponents of theProduct PersonalityProduct Personality

Basic Constituent

Package andLabel

The AssociatedFeatures

The Brand Name

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LabelsLabelsLabelsLabels

IdentifyIdentifyIdentifyIdentify

DescribeDescribeDescribeDescribe

PromotePromotePromotePromote

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An Overview of An Overview of Branding DecisionsBranding Decisions

An Overview of An Overview of Branding DecisionsBranding Decisions

BrandingDecision

Brand

No brand

Brand-Name

DecisionIndividualbrandnames

Blanketfamilyname

Separatefamilynames

Company-individualnames

Brand-Repositioning

Decision

Reposi-tioning

Noreposi-tioning

Brand-StrategyDecision

Lineextension

Brandextension

Multi-brands

Newbrands

Others

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Selecting Brand Name & LogoSelecting Brand Name & LogoSelecting Brand Name & LogoSelecting Brand Name & Logo

Options in BrandingOptions in Branding IndividualIndividual UmbrellaUmbrella

Company NameCompany Name

MiddlemensMiddlemens Selecting Brand NameSelecting Brand Name

Name communicating the FeaturesName communicating the Features Name communicating SpecialtyName communicating Specialty Use Of AcronymsUse Of Acronyms Using Company NameUsing Company Name

Selecting LogoSelecting Logo

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Brand StrategiesBrand StrategiesBrand StrategiesBrand Strategies

BrandExtension

New

BrandName

Product Category

LineExtension

Existing

Existing

MultibrandsNew New

Brands

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Brand EquityBrand EquityBrand EquityBrand Equity

No Brand Loyalty

(customer will change)

No Brand Loyalty

(customer will change)

Satisfied Customer (no reason to change)Satisfied Customer

(no reason to change)

Satisfied & Switching CostSatisfied & Switching Cost

Values the Brand(brand as friend)

Values the Brand(brand as friend)

Devotedto Brand

Devotedto Brand