international marketing module 4(d)

8/8/2019 INTERNATIONAL MARKETING Module 4(d)

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INTERNATIONALINTERNATIONAL

MARKETINGMARKETING

MODULE-4



Quality and global standards ² business

services ² trade show·s crucial part of

business to business marketing ² relationshipmarkets in business to business context



Quality and global standardsQuality and global standards

y Quality is defined by the buyers

y Universal Standard



Quality is defined by the buyersQuality is defined by the buyers

y One important dimension of quality is

how well a product meets the specific

needs of the buyer.

Short of performance poor Quality

Exceeds performance expectation is also

a poor quality



Universal StandardUniversal Standard

y A lack of Universal standards is another

problem in international sales of industrial

product.

International electrotechnical commission

International organization for

standardization

ITU



Business ServicesBusiness Services

y After Sales Service

y Other Business Services



Trade shows: A crucial part of Trade shows: A crucial part of

BusinessBusiness--toto-- Business MarketingBusiness Marketing

A trade fair or trade show is an exhibition

organized so that companies in a specific

industry can showcase and demonstrate their latest products and service thereby studying the

activities of rivals and examining recent market

trends and opportunities.



y Trade shows serve as the most important vehicles for selling

products, reaching prospective customers, contacting and

evaluating potential agents and distributors, and marketing

in most countries.

y European trade shows attract high-level decision makers

who are not attending just to see the latest products but are

there to buy.

y Trade shows provide the facilities for a manufacturer to

exhibit and demonstrate products to potential users and to

view to competitor¶s products. They are an opportunity to

create sales and establish relationships with agents,distributors, franchisees and suppliers that can lead to more

permanent distribution channel in foreign markets.



y In fact, a trade show may be the only way to reach some

prospects. Trade show experts estimate that 80-85% of the

people seen on a trade show floor never have a salesperson

call on them.

y Most recent trade show organized- Havana International Fair.

EVENT DETAILS:

Havana International Fair-[2010]

Venue: Havana International Exhibition Centre, Havana,

Cuba

Date: Nov 01, 2010 - Nov 06, 2010

Industry Focus: Household Consumables



IMPORTANCE OF TRADE SHOWSIMPORTANCE OF TRADE SHOWS

y The best way to increase your business networking and growth isto make your products visible to target customers and for this,

trade fairs are the best place. Companies can showcase their latest products in front of visitors to avail the business opportunities.

y It is more than just a marketing tool as the entire marketplace isat your fingertips. A well organized Trade shows deliversfollowing benefits-

Business lead generation - from buyers, distributors, agents

Market Intelligence - get competitor insights, market trends,innovation previews

Exposure - media, speaking opportunities, in-show awards

O pportunity to interact with various service providers, industryassociations, logistics partners, marketing channels etc.



y When it comes to effectiveness and efficiency, trade fairs

are the communication tool of choice as they allow

companies to interact with customers one-to-one andcollect live market feedback.

y It gives participants comprehensive market information

and serves as a platform for business contacts.



FOR NEW TRADERSFOR NEW TRADERS--y A trade fair has all the promotional benefits that a new

trader can hope for. Besides being extremely effective, itis also comparatively cheaper to become a part of a tradeshow and promote your product as compared to full-fledged advertising. These aspects of trade shows are themain reason why more and more new traders are gettinghooked to the trade events.

Face to Face interactions with the end users

A trade fair open to the end users can really benefit a newtrader. The trader can interact and understand the psycheof the consumer and can use the inputs of the general

public to further enhance the quality of his products.Moreover, the exhibitor can also use live demonstrationsas a tool to impress the prospective buyers. This can givean edge to the exhibitor over his competitors and make the

product a huge hit amongst the consumers.



New tie ups with other companies

A trade fair generally host a large number of exhibitors

under one roof. There are meetings and conferences

dedicated to the group of exhibitors. Through such meetings

a new exhibitor can gain a lot of knowledge about the

industry. Besides gaining information about the industrytrends and other important news, he can also impress the

other major players by his own goals and work plans for the

future. This can lead to future joint ventures and tie up with

other companies which can further develop his own

organization to a higher level.



TRADE SHOWS-

INDIAN

PERSPECTIVE



INDIA TRADE PROMOTIONINDIA TRADE PROMOTION

ORANISATIONORANISATION

y India Trade Promotion Organisation (ITPO) is the nodalagency of the Government of India for promoting the

country's external trade. ITPO, during its existence of nearly

three decades, in the form of Trade Fair Authority of India

andT

rade Development Authority, has played a proactiverole in catalysing trade, investment and technology transfer

processes.

y ITPO approves holding of international trade fairs in India

and regulates holding of various expositions in India

primarily to avoid any duplication of efforts while ensuring

proper timing. It manages India's world class exhibition

complex which is constantly upgraded to keep it in a high

standard of readiness.



y Its promotional tools include organizing of fairs andexhibitions in India and abroad, Contact Promotion

Programmes, Product Promotion Programmes, Promotion

through Overseas Department Stores, Market Surveys and

Information Spreading.

y It is in the heart of India¶s capital- New Delhi- Pragati

Maidan.



y R egional offices- Bangalore, Chennai, Kolkata and Mumbai

y Overseas offices- New York, Frankfurt, Tokyo, Moscow and

Sao Paulo.

y Trade fair is quite popular among Indian manufacturers and

exporters - a fact evident from resounding success of Indian

Trade Promotion Organization (ITPO) who organizes more

than 50 trade fairs and exhibitions every year.



FORTHCOMING FAIRS IN INDIAFORTHCOMING FAIRS IN INDIAS.No. Name of Fair Date Products on

Display

1 India International Trade

Fair

Nov. 14 - 27, 2010 Multi-products and

multi-sector show

2 ´Theme ² Energytech &

Enviortechµ ² Hall No. 1

(The Theme Pavilion)

14-27November,

2010

´Clean and Engery

Efficient

Technology,

products and

Servicesµ

3 Delhi Book Fair Dec. 25, 2010 ²

Jan. 2, 2011

Books,

publications,

journals

4 Print Pack & Signage

India

Jan. 16-21, 2011 Printing and

packaging

machinery, equipment & technologies

5 Aahar International Food

Fair

Aug. 25-27, 2011 Food, processed

food, hotel &

restaurant

equipment &

supplies



GEO INDIA 2011GEO INDIA 2011y Event Name: Geo India

y Date: 12 - 14 January 2011

y Venue: India Expo Centre and Mart

y City/State: Noida,New Delhi

y Country: India

Event Profile-y Geo India is an exhibition aimed at unveiling the opportunities

and challenges in the area of geosciences products & services. Itis an initiative by Arabian Exhibition Management, to bringtogether the stalwarts in the field of geosciences to display the

latest advancements in technology and innovations.y Geo India 2011 is slated to attract NOCs , IOCs and other major

operating companies. The exhibition will facilitate exchange of information and ideas to tap the latent potential of hydrocarbonsin the country and also explore the available businessopportunities in this sector.



Highlights of the Event-

It is the largest display of geo sciences products in India

About 200 technical papers and poster presentations can be

witnessed during the conference

Geo India 2011 will focus on exploring challenges and

opportunities in the Geo sciences areas and will be a meetingground for experts from all over the world

Workshops and field trips will also be organized to provide

exchange of ideas and knowledge about the sector



Exhibitor·s Profile-

Chemical Services

Computer Graphics

Computers

WellTreatment

Visitor·s Profile-

Geologists

Geophysicists

Geochemists

Reservoir engineers

Senior international oil company representatives

Senior national oil company representatives



RELATIONSHIP MARKETING INRELATIONSHIP MARKETING IN

BUSINESSBUSINESS--TOTO--BUSINESS CONTEXTSBUSINESS CONTEXTS

R elationship marketing is a strategy designed to

foster customer loyalty, interaction and long-term

engagement. It focuses more on customer retention

than customer acquisition. This approach oftenresults in increased word-of -mouth activity, repeat

business and a willingness on the customer¶s part to

provide information to the organization.



THANK YOU«

PRESENTED BY:

MANJRIVARU

SHRIKANT KUMAR

international marketing module 4(d)

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