Why Planning is Important Irwin/McGraw-Hill Marketing Planning u The process of— (1) selecting a...
8
4 C opyright© 2002 by The M cG raw -H illCom panies, Inc. A llrightsreserved. “Planning isa system atized w ay ofrelating to the future” “Planning isthe job ofm aking thingshappen thatm ightnot otherwise happen.” “A m ajoradvantage ofplanning isthe discipline im posed by the process.” “The processofplanning isasim portantasthe plan itself.” “Plansare nothing;planning iseverything.” “Ifyou don’tknow w here you’re going, how w illyou know w hen you getthere??” Why Planning is Important Irwin/McGraw-Hill
-
Upload
suzanna-lindsey -
Category
Documents
-
view
215 -
download
0
Transcript of Why Planning is Important Irwin/McGraw-Hill Marketing Planning u The process of— (1) selecting a...
4
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
“Planning is a systematized way of relating to the future”
“Planning is the job of making things happen that might not otherwise happen.”
“A major advantage of planning is the discipline imposed by the process.”
“The process of planning is as important as the plan itself.”
“Plans are nothing; planning is everything.”
“If you don’t know where you’re going, how will you know when you get there??”
Why Planning is Important
Irwin/McGraw-Hill
Marketing Planning
The process of—
(1) selecting a target market, and
(2) developing a marketing mix to
meet the needs of that target
market
4
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Global Segmentation Variables
11-2
Others May Be More Important
Country
• Climate
• Language Group
• Media Habits
• Age
• Income
4
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Benefits of Marketing Globally
Economies of Scale in Production & MarketingEconomies of Scale in Production & Marketing
Transfer of Experience and Know-How across CountriesTransfer of Experience and Know-How across Countries
Uniform Global ImageUniform Global Image
Control and Coordination of OperationsControl and Coordination of Operations
Irwin/McGraw-Hill
11-4
4
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
International Planning Process
Company Character
Philosophy
Objectives
Resources
Management style
Organization
Financial limitations
Management and
marketing skills
Products
Other
Phase 1 Preliminary Analysis and Screening: Matching Company/Country Needs
Irwin/McGraw-Hill
11-6
Host Country(s) Constraints Economic Political/legal Competitive Level of technology Culture Structures of distribution Geography
Competition
Home Country Constraints
Political Legal
Economic Other
4
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
11-7
International Planning Process
Phase 2 Adapting The Marketing Mix To Target Markets
Product
Adaptation
Brand name
Features
Packaging
Service
Warranty
Style
Standard
Price
Credit
Discounts
Promotion
Advertising
Personal selling
Media
Message
Sales promotion
Distribution
Logistics
Channels
4
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
11-8
Phase 3 Developing the Marketing Plan
International Planning Process
Situation analysis
Objectives and goals
Strategy and tactics
Budgets
Action programs
4
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Alternative Market Entry Strategies
Exporting•Direct-you sell directly to a customer in another country•Indirect-you sell to a dealer or wholesaler that sells to a customer in another country
Internet•You must abide by all host country e-commerce laws.•German sales promotion laws are the world’s toughest
Contractual Agreements (4 Types)•Licensing-you grant the right to a foreign manufacturer or distributor to legally use your patent, trademark, or process•Franchising-you license a standard system of products, and processes to a buyer (franchisee)•Joint Ventures- two or more companies share in the cost of a business venture•Consortia – a large number of partners pool their resources to operate a ventureIrwin/McGraw-Hill
11-10
