Introduction of Marketing versus International marketing Scope and challenges

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Introduction of Marketing versus International
marketingScope and challenges
Seminar 2
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Marketing versus International marketing
Marketing means every activities, which are
connented with product at beginn of ideas
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
• 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 as the
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
domestic and international marketing is that, in
the latter case marketing activities take place
in MORE THAN ONE COUNTRY. It accounts for the
complexity and diversity found in international
marketing operations.
Seminar 2
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Global perspectives, recent events and trends ...

• The changing face of business
• The increasing importance of global awareness
• The progression of becoming a global marketer
• Global terrorism
• The high-tech and information technology
  development
• The rapid growth of the WTO and regional free
  trade areas (NAFTA, EU)
• General acceptance of the free market system
  among developing countries in Latin Amerika, Asia
  and Eastern Europe
• Impact of the Internet and other global media on
  the dissolution of national borderds,
• Managing global environmental sources.
• What else??

• Market research
• Category management
• Relationship marketing
• Media image
• Event marketing and Life style marketing

Seminar 2
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4 P of MARKETING MIX

• Price policy
• price
• discounts
• payment agreement

• Product policy
• product
• sortiment
• quality
• design
• brand and logo
• consumers services
• packing

Final customers Positioning

• Distribution policy
• (place)
• distribution channels
• availability of distribution networks
• holding
• transportation
• terms of delivery

• Communication policy
• (promotion)
• advertising
• direct sale
• sales promotion
• public relations

Seminar 2
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4 P of INTERNATIONAL MARKETING MIX
Product adaptation and development for
international marketing Packaging and
labelling Translation of technical
literature Quality management Licensing and
contract manufacturing
Choice of pricing strategy Competitor
analysis Determination of discount
structures Credit management Choice of delivery
terms Costing and budgeting
Price
Product
Promotion
Place
International advertising, public relations and
sales promotion International direct
marketing Control of salespeople Translation of
sales literature Exhibiting Market research
International distribution Control of
agents Export documentation Cargo
insurance Establishment of joint ventures and
subsidiaries
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 Marketing

1. Global Marketing
2. Multinational Marketing
3. Multiregional Marketing

Seminar 2
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Global marketing

• The most profound change is the orientation 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 the regional
identity, the geography ore regions and natural
landscape-
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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