IM 1 topic
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Transcript of IM 1 topic
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-By Prof.Monika Patil
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1 International Marketing Domestic Marketing: Single market, one set of
customers
Export Marketing: Export products or services
Global marketing: Integrated strategy
Multinational or International Marketing: singlecountry single strategy
E.g
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Peter .F. Drucker No any business can hope tosurvive unless it measures up to the standards setup
by leaders in its field.
E.G :
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Marketing + international Operates in different environment
Application of marketing principles to more than onecountry
It should consider:
1) Customers needs
2) Culture
3) Language 4) Technology
5) Legal factors
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The multinational process of planning & executing the
conception, pricing, promotion & distribution of ideas,
goods & services to create exchange that satisfy
individual & organizational objectives.
-BY American Marketing Association
IM is simply an attitude of mind, the approach of a
company with a truly global outlook, seeking its profit
impartially around the world, home market included onplanned systematic basis.
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CASELET 1
Objective: To understand need of internationalmarketing
Any country that wants to prove to the world that it is a
modern, industrialized nation has to create maximum
market for its product or service. This makes the
countrys economy strong.
What do you think is it right?
How can maximum market be created?
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Export Marketing
Overseas Manufacturing
Working with local partners
Trade agreements
International Marketing Research
Offering consultancies abroad
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Being better than the competitors by responding to their
actions
To identify global customers needs through research Co-ordinating marketing activities i.e. staffing,
responsibility allocation
Try to satisfy global customers.
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1) Political & Legal environment: Rules, regulations,tax & trade laws
e.g. when BJP was in power it proposed a project ofconnecting all rivers across India, but when congresscame into power this project collapsed. So firms inconstruction business were affected.
Legal: E.G. helmet
2) Cultural environment: values, attitudes, ideas,beliefs.
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3) competitive environment: E.G. Pepsi & Coke have a
tough competition which creates competitive
environment.
4) Exchange risk: It is based on current currency.
E.G. 1$=48 Rs In Jan
1$= 40Rs In feb
Profit to Indian company of 8 Rs E.G. TCS & Infosys this loss by 6-7% in 2007 & near
about similar in 2012.
5) Corruption
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6) Property rights & Privacy:
The law operates different for different countries.
E.G. Moser Baer recently launched movie DVDs at thesame rate with which pirates sold them earlier. These
are some tactics companies can use to attract buyers to
genuine product.
7) Terrorism: Kidnapping of workers of foreign
company.
8) Skills & competence gap in knowledge about
customer preferences
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CASELET 2 Objective: To identify challenges ininternational marketing Source: Wall Street Journal In 1984 coca cola was having 6.3% market
share in beverage market. In 1993 coca colalose its market share to 58.8%.
What may be the reasons of losing marketshare?
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CASELET 3
Objective: To understandexchange risk as challenge
Source: Business line 24th Dec 2007
Compact discs maker Moser Baer India saidappreciating rupee has eaten into the firms topline by
12%. The rupee impact is bad. It has wapped out 20 %
of topline.
What may be the reason of this situation?
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Growth in foreign markets
In developing countries both population & income is
growing fast
Few countries are newly industrializing themselves e.g.
China Even if market is not having potential today it is having
potential in future
When east European economies have opened up, there
have been rush of MNCs to establish base in market
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1) Government Actions: govt tax policy, subsidy
2) Competition on global basis: few competitors are
unchallenged. 3) Customers
4) Production resources
5) Technological Markets
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Thank You