Introduction of Marketing Introduction of Marketing versus International versus International

marketingmarketingScope and challengesScope and challenges

Seminar 2

Marketing versus International marketing

Marketing means every activities, which are connented with product at beginn of idea´s 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 consumer´s necessity

2) The system of enterprise´s activities (the decision, what we will produce...)

Seminar 2

International marketing

International marketing is defined as the performance of business activities designed to plan, price, promote, and direct the flow of a company´s 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

Global perspectives, Global perspectives, recent events and recent events and

trends ...trends ...1. The changing face of

business2. The increasing importance

of global awareness3. The progression of

becoming a global marketer4. Global terrorism5. The high-tech and

information technology development

6. The rapid growth of the WTO and regional free trade areas (NAFTA, EU)

7. General acceptance of the free market system among developing countries in Latin Amerika, Asia and Eastern Europe

8. Impact of the Internet and other global media on the dissolution of national borderds,

9. Managing global environmental sources.

What else??

Seminar 2

10.Market research11.Category

management12.Relationship

marketing13.Media image14.Event marketing

and Life style marketing

Seminar 2

4 P of MARKETING MIX

Product policy

•product•sortiment•quality•design•brand and logo•consumer´s services•packing

Price policy

•price•discounts•payment agreement

Final customersPositioning

Communication policy(promotion)

•advertising•direct sale•sales promotion•public relations

Distribution policy(place)

•distribution channels•availability of distribution networks•holding•transportation•terms of delivery

4 P of 4 P of INTERNATIONALINTERNATIONAL MARKETING MIX MARKETING MIX

Price

Promotion

Product

Place

Product adaptation and development for international marketing

Packaging and labelling

Translation of technical literature

Quality management

Licensing and contract manufacturing

International distribution

Control of agents

Export 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 strategyCompetitor analysis

Determination of discount structuresCredit management

Choice of delivery termsCosting and budgeting

Seminar 2

Global marketing opportunities Global marketing opportunities and threats: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

European European MarketingMarketing

I. Global MarketingII. Multinational MarketingIII. Multiregional Marketing

Seminar 2

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

Seminar 2

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 localSeminar 2

Multiregional marketing

-To identify and to respect the regional identity, the geography

ore regions and natural landscape-

Seminar 2

International Industry Marketing

• It´s 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