international marketing versus marketing - seminar (2)
TRANSCRIPT
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7/31/2019 International Marketing Versus Marketing - Seminar (2)
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Introduction of Marketing versus
International marketingScope and challenges
Seminar 2
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7/31/2019 International Marketing Versus Marketing - Seminar (2)
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Marketing versus International
marketing
Marketing means every
activities, which are connented
with product at beginn ofideas creation, of production
to the target consumers.
It means every activities, which
provide for the final product to
purchaser, in the right time, on
the right place, in hight quality,
in the friendly price
Marketing in the practise:
1) enterprise philosophy(the trade success could
be receive by knowledge
and resulting of
consumers necessity
2) The system of
enterprises activities (the
decision, what we will
produce...)
Seminar 2
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International marketing
International marketing is defined asthe performance of business activities designed
to plan, price, promote, and direct the flow of a
companys goods and services to consumer or
users in more than one nation for a profit.
The difference between the definitions of domesticand international marketing is that, in the latter
case marketing activities take place in MORETHAN ONE COUNTRY.
It accounts for the complexity and diversity foundin international marketing operations.
Seminar 2
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Seminar 2
10. Market research11. Category
management12. Relationship
marketing13. Media image14. Event marketing and
Life style marketing
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Seminar 2
product
sortiment
quality
design
brand and logo
consumers services
packing
price
discountspayment agreement
(promotion)
advertising
direct sale
sales promotion
public relations
(place)distribution channels
availability of distribution
networks
holding
transportation
terms of delivery
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Price
Promotion
Product
Place
Product adaptation and development for
international marketing
Packaging and labellingTranslation of technical literature
Quality management
Licensing and contract manufacturing
International distribution
Control of agentsExport documentation
Cargo insurance
Establishment of joint ventures
and subsidiaries
International advertising, public
relations and sales promotion
International direct marketing
Control of salespeople
Translation of sales literature
Exhibiting
Market research
Choice of pricing strategy
Competitor analysis
Determination of discount
structures
Credit management
Choice of delivery terms
Costing and budgeting
Seminar 2
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Global marketing opportunities and
threats: Opportunities:
Increase in market potential
Trade and investment potential
Resources accessibility
...WHAT ELSE...?
Threats:
Increasing number of competitors
Increase in intensity of competition coupled with higher market
uncertainty
...WHAT ELSE...?
Seminar 2
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European
MarketingI. Global Marketing
II. Multinational Marketing
III. Multiregional Marketing
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Global marketing
The most profound change is theorientation of the company
toward markets and associated
planning activities
Companies treat the world,
including their home market, as
one market.
Market segmentation decisions
are no longer focused on national
borders
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Multinational marketing
Domension of internacional
marketing, which are intreduced in
policy of multinacional companies
The focus of this is global
approach toward the market,
which are understood such as
integrated world market.
This policy is characterized by
think global, do local
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Multiregional marketing
-To identify and to respect theregional identity, the geography
ore regions and naturallandscape-
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International Industry Marketing
Its a marketing of goods and services, which are designed
for trades or for organisations, that use them for the next
business production.
The symbols of IIM:
narrow quantity of customers,
derivative demand and low elasticity of supply,
rational purchasing behavior,
geographic concentration by development of business activities
Seminar 2