Global Marketing Management

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Global Marketing Management

• Elena Horska

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International Planning Process and Marketing
Strategies

• Phase I Preliminary analysis and screening
  Matching company/country needs (marketing
  research)
• Phase II Adapting the marketing mix to target
  markets
• Phase III Developing the marketing plan
• Phase IV Implementation and control

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International planning process and marketing
strategiesPhase I Preliminary analysis and
screening Matching company/country needs
(marketing research)
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Case I USA basic facts

• Population of 285 million.
• 50 separate states, each with its own laws and
  tax regimes.
• Manufacturing employs the most people at 17
  million.
• Health care and social assistance sector employs
  13.6 million.
• Administrative and support sector generates 7.2
  million jobs.

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Case II Marketing in China

• Advertising agencies etc are rare.
• Distribution systems are poor.
• Demand is likely to exceed supply.
• Prices need to be low.
• No uniform technical standards.
• No reliable business statistics.
• Commercial law is imprecise.

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Case II Main problems in marketing to Japan

• Demanding consumers.
• Saturated markets at the bottom end.
• Business etiquette is formal.
• Government discriminates in favour of local
  producers.
• Local technical standards differ from world
  standards.

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International planning process and marketing
strategiesPhase II Adapting the marketing mix
to target markets
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Focused on Product and Services

• The opportunities for international marketers of
  consumer goods and services today have never been
  greater
• New consumers are springing up in many emerging
  markets, which promise to be huge markets in the
  future
• In the more mature markets consumers tastes
  become more sophisticated and complex due to
  increase in purchasing power
• The difference between tangible products and
  services
• The difference between business-to-consurmer and
  business-to-business markets

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Analyzing Product Components

• A product is multidimensional, and the sum of all
  its features determines the bundle of
  satisfaction (utilities) received by the customer
• The many dimensions of products can be divided
  into three distinct components
• Core components
• Packaging components
• Support services components
• These components include all a products
  tanglible and intangible elements and provide the
  bundle of utilities the market receives from use
  of the product.

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Which products for international markets?

• The same as for home market
• Adapted products
• Standardized products
• New products

Define the reasons for each option!
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Branding for international markets

• Branding dimensions
• Global brands
• Regional brands
• Local brands
• Producers brand
• Private brands
• Brand partnership
• Brand portfolio

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What do we need to consider when matching
products and services with customers?

• Things to consider
• Quality
• Green Marketing
• Culture
• Adaptation
• Branding

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Focused on international pricing

• How do we go about setting a price?
• Start with What is a price?
• What someone is willing to pay for something of
  value?
• What is a value for customers perceived benefits

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Focused on international pricing

• Considering pricing strategies ...
• Considering the price level ...
• Considering the internal and external factors ...
• Considering marketing goals ....

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Focused on price escalation

• Price escalation refers to the added costs
  incurred as a result of exporting products from
  one country to another. There are several factors
  that lead to higher prices
• Costs of exporting
• Taxes, tariffs and administrative costs
• Middleman and transportation costs
• Exchange rate fluctuation and varying currency
  values