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Transcript of IMM Introduction
7/21/2019 IMM Introduction
http://slidepdf.com/reader/full/imm-introduction 1/21
International Marketing:
Introduction
7/21/2019 IMM Introduction
http://slidepdf.com/reader/full/imm-introduction 2/21
Overview
Marketing: A Universal Discipline
The Three Principles of Marketing
International Marketing:What It Is & What It Is
Not
Importance of International Marketing
Management Orientation & International
Marketing Driving and estraining !orces Affecting
International Integration & International
Marketing
"#mmar
7/21/2019 IMM Introduction
http://slidepdf.com/reader/full/imm-introduction 3/21
Learning Objectives
% Understand how the world economy developed over
the past decades
% Know the impact of globalization on the marketing
discipline
% Learn about the interdependencies between
management orientation & marketing performance
% Understand the factors supporting or inhibitinginternational marketing activities
7/21/2019 IMM Introduction
http://slidepdf.com/reader/full/imm-introduction 4/21
Marketing: A UniversalDiscipline
% Marketing (1! the process of focusing the resources &ob"ectives of an organization on environmentalopportunities & needs
% Marketing (#! a set of concepts$ tools$ theories$ practices$ procedures$ & e%periences
% lthough marketing is a universal discipline$marketing practice varies from country to country
7/21/2019 IMM Introduction
http://slidepdf.com/reader/full/imm-introduction 5/21
The Marketing Concept (1)
% 'oncept has chanced dramatically
% 1)*+s! ,ocus on products
% 1-*+s! ,ocus on customer orientation
.evelopment of marketing mi%! product$ price$ place$
promotion (/0+s
7/21/2019 IMM Introduction
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The Marketing Concept ()
% 1*+s!
,ocus on customer in the conte%t of the broader e%ternal
environment
% 'ompetition$ government policy & regulation
,ocus on stakeholder value
% employees$ customers$ shareholders$ society
7/21/2019 IMM Introduction
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The Marketing Concept (!)
% oday!
wo key tasks of marketing% ,ocus on customer & his2her environment
% 'reate value for consumers & stakeholder
3hift towards
% ,ocus on managing strategic partnerships
% 0ositioning of firm in value chain to optimize valuecreation
0rofit as a measure of success$ not an end in itself
7/21/2019 IMM Introduction
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The Three "rinciples o#Marketing
CUSTOMER VALUE
DIFFERENTIATION FOCUS
l # k i
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$e% &le'ents o# Marketing
1 C*sto'er +al*e% 4oal! create customer value that is greater than the
value created by competitors
% 3trategy! 5%pand or improve product and2 or service benefits
6educe the price
'ombine these two elements
7/21/2019 IMM Introduction
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&le'ents o# Marketing
C*sto'er +al*e
7 8 7alue
9 8 0erceived 9enefits : 0erceived 'osts
0 8 0rice
V = ! "
7/21/2019 IMM Introduction
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e% e'en s o ar e ng
Di,erentiation% 4oal! create competitive advantage through
differentiation
% dvantage can e%ist in any element of a company+soffer
% ;ne way to penetrate a new national market is to
offer a superior product at a lower price<
7/21/2019 IMM Introduction
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e% e'en s o ar e ng
! -oc*s% 4oal! a concentration of attention & resources
% 6e=uirement to create customer value at a
competitive advantage% viable way for small & medium sized companies
to achieve dominant position in world market
% clear focus on customer needs & wants
7/21/2019 IMM Introduction
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.nternational Marketing
% Marketing discipline is universal but markets &customers are =uite different
% > domains of knowledge
'ross?'ultural Knowledge
'ountry2 6egional Knowledge
'ross?9order ransactions Knowledge
% @eed for ABnternational LocalizationC! d"ustment of
Bnternational marketing strategies to localre=uirements
7/21/2019 IMM Introduction
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Product
Design
Canon/photocopier/McDonalds/Toyota/Ford
Brand Name Marlboro/Coke/Pepsi/Mercedes/Caterpillar
Product
Positioning
Colgate toothpaste/Unilever abric sotener
Packaging !illette ra"ors
#dvertising
$trategy
Coca%cola/British #ir&ays/Benetton
$ales
Promotion
'BM
Distribution Benetton/United Distillers
Customer
$ervice
#merican ()press/*ert"
()amples o 'nternational Marketing
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.'portance o# .nternationalMarketing
% Bnternational arena is of great importance to
companies ma%imizing growth potential
%D)E of market potential is outside the U3
% /E of market potential for 4erman companies is
outside of 4ermany
% large number of industries will be dominated by a
handful of Bnternational companies
M t t t
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Manage'ent r entat onan/ .nternational Marketing
(1)% .ifferent Management ;rientations in the
Bnternational rena : 5064 ,ramework
Regiocentric
Et#nocentric
$eocentric
"ol%centric
7/21/2019 IMM Introduction
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Manage'ent Orientation 0.nternational Marketing ()
% 5thnocentric ;rientation!
'haracteristic of domestic & international companies
;pportunities outside the home market are pursued by
e%tending various elements of the marketing mi%
% 0olycentric ;rientation
'haracteristic of multinational companies Marketing mi% is adapted by autonomous country
managers
7/21/2019 IMM Introduction
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Manage'ent Orientation 0
.nternational Marketing (!)% 6egiocentric or 4eocentric ;rientation!
'haracteristic of Bnternational & transnational companies
Marketing opportunities are pursued by both e%tension &
adaptation strategies in global markets
7/21/2019 IMM Introduction
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Driving -orces A,ecting.nternational Marketing
echnology
6egional 5conomic greements
Market @eeds & Fants
ransportation & 'ommunication Bmprovements
0roduct .evelopment 'osts
Guality
Forld 5conomic rends Leverage
he Bnternational2 ransnational 'orporation
7/21/2019 IMM Introduction
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estraining -orces A,ecting.nternational Marketing
Management Myopia & ;rganizational 'ulture
@ational 'ontrols & 9arriers
7/21/2019 IMM Introduction
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2*''ar%
International marketing is the process of
foc#sing reso#rces on International marketing
opport#nities
'oal( to create c#stomer val#e & competitive
advantage )$ maintaining foc#s
Three classifications of management
orientation: ethnocentric( pol$centric(regiocentric( geocentric
International marketing importance is shaped )$
a variet$ of driving & restraining forces