BRANDING

BRAND NAMES FAMILY OR INDIVIDUAL BRAND NAMES PRIMARY AND SECONDARY BRANDS SELF CANNIBALISATION

BRANDING - DECISIONS
TO USE BRAND NAMES OR NOT IF YES,
OWN BRAND NAM DISTRIBUTORS BRAND NAME OTHER

IF OWN,
IN ONE MARKET IN MORE MARKETS

BRANDING - DECISIONS
IF IN ONE MARKET
1 BRAND NAME MORE BRAND NAMES

IF IN MORE MARKETS
LOCAL BRAND NAMES GLOBAL BRAND NAMES

CRITERIA OF BRAND NAMES

PRONOUNCABLE RETAINABLE NOT MISUNERSTANDING SHORT RESULT IN POSITIVE BRAND ASSOCIATION WRITTEN AND ORAL FORM SHOULD BE SIMILAR

PACKAGING
DOUBLE PACKAGING DIFFERENT AS,
DELIVERY CUSTOMS LEGAL REQUIREMENTS CULTURAL DIFF. ECONOMIC DIFF.

FURTHER QUESTIONS
WARRANTY NOTE FOR APPLICATION AFTER SALE SERVICE

SAME OR ADOPTED?

INTERNATIONAL PROMOTION POLICY

INTERNATIONAL PLANNING INTERNATIONAL IMPLEMENTATION MANAGEING THE PROMOTIONAL STRATEGY IN INTERNATIONAL MARKETS

INTERNATIONAL PROMOTION
PROMOTION IS NOT ONLY FOR CONVINCING AND MANIPULATING PEOPLE BUT FOR INFORMING THEM AND FOR COMMUNICATING WITH THEM AS WELL!

ELEMENTS OF PROMOTION
ADVERTISING SALES PROMOTION PUBLICITY DIRECT SELLING

ADVERTISING
STRENGTH OF SOURCE CREDIBILITY OF SOURCE PRESTIGE OF SOURCE HOMOPHILY

OBJECT OF ADVERTISING
BRAND PRODUCT FIRM COUNTRY

NEW PHENOMENA IN ADERTISING

PATTERN ADVERTISING PAN EUROPEAN ADVERTISING PAN EAST EUROPEAN ADVERTISING

FACTORS TO DETERMINE
WHAT TO SAY WHAT TO ADVERTISE HOW TO SAY IT RATIONAL OR EMOTIONAL MESSAGES WITH THE USAGE OF WHO OR WHAT TO SAY IT FAMOUS OR EVERY DAY PEOPLE OR THINGS HOW TO DETERMINE WHAT TO DO

SALES PROMOTION
PRICE REDUCTION SALE CUPONS TRIAL PAY FOR ONE, RECEIVE TWO GIFT GAME

WHEN TO USE SP?

WHEN LAUNCHING A NEW PRODUCT OR SERVICE ON THE MARKET TO MAKE THE PEOPLE TRY THE PRODUCT MAKE THE PEOPLE TRY A NEW RETAIL SHOP OR SELLING FORM CONVINCE THE RETAILERS TO HOLD THE PRODUCT OR OFFER THE SERVICE

WHEN TO USE SP?

SHORT TERM EFFECT USED TOGETHER WITH ADVERTISING INFLUENCE THE TIMING OF THE BUYING EFFICIENCY OF THE USAGE OF SP CAN BE REDUCED IF OFTEN USED

SPONSORING
GOOD CHOICE OF THE EVENT WHAT WE SPONSOR POSITIVE IN THE EYE OF THE CUST. CONNECTION BETWEEN THE EVENT AND OFFER CONN. BETWEEN THE EVENT AND TARGET MARKET

PUBLICITY
CHEAP WAY OF MAKING THE PEOPLE TALK AND WRITE ABOUT OUR OFFER OR COMPANY TIMING IS OF CRITICAL IMPORTANCE DIRECT PAYMENT IS MISSING

DIRECT SELLING
DIRECT - PERSONAL COMMUNICATION THE CHANNEL IS THE PERSON - WHO HAS TO SELL HIM(HER)SELF ACTIVE PARTICIPATION IS NEEDED AS THE CHECKING OF THE CUSTOMERS UNDERSTANDING AND ACCEPTANCE IS NECESSARY.

INTERNATIONAL PROMOTION STRATEGIES

PUSH PULL

GRAVITATION

STANDARDISATION OR DIFFERENTIATION?
WE PREFER THE STANDARDISED VERSION, AS CREATIVE IDEAS COSTS SYNERGIE GLOBAL IMAGE

INTERNATIONAL PRICING POLICY

INTERNATIONAL PLANNING INTERNATIONAL IMPLEMENTATION INTERNATIONAL MANAGEMENT OF THE PRICES

PRICE PLANNING
OBJECTIVE OF PRICE SETTING METHODS OF PRICE SETTING

OBJECTIVES OF PRICE SETTING

PROFIT SALES VOLUME MARKET SHARE IMAGE TRANSFER IMAGE

METHODS OF PRICE SETTING

BASED ON INTUITION BASED ON CALCULATION
OBJECTIVE ORIENTED DIFFERENTIATED SALES PROMOTION COST PLUS INTENTION ORIENTED (PEN-SKI) PSYCHOLOGICAL

DIFFERENTIATION OR STANDARDISATION
3 POSSIBILITIES: STANDARDISED DUAL DIFFERENTIATED TECHNIQUE AND LEVEL

MANAGEING INTERNATIONAL PRICES

MEASURE THE EFFICIENCY OF THE PRICES COMPARE THE RESULTS WITH THE SET OBJECTIVES METHODS:
MULTI VARIATE STATISTICS MOTIVATION ANALYSIS

INTERNATIONAL DISTRIBUTION CHANNEL POLICY

INTERNATIONAL PLANNING INTERNATIONAL IMPLEMENTATION INTERNATIONAL MANAGEMENT OFT THE CHANNELS

INTERNATIONAL PLANNING OF THE D. CH.

DIRECT OR INDIRECT CHANNELS TO USE? INTENSITY OF DISTRIBUTION CHANNEL DESIGN STANDARDISED OR DIFFERENTIATED MESSAGE

DIRECT OR INDIRECT?
IT DEPENDS ON: AVERAGE COSTS OF DISTRIBUTING I UNIT DELIVERY TIME EXPECTATIONS PRODUCT/SERVICE FACILITIES CONDITIONS

INTENSITY OF DISTRIBUTION
EXCLUSIVE

SELECTIVE
INTENSIVE

CHANNEL DESIGN
MARKET COVERAGE ASPECTS PRODUCT CHARACTERISTICS CUSTOMER SERVICE ASPECTS PROFITABILITY

MARKET COVERAGE ASPECTS

CUSTOMER BUYING BEHAVIOUR INTENSITY OF DISTRIBUTION CHANNEL STRUCTURE CONTROL

PRODUCT CHARACTERISTICS
VALUE OF THE PRODUCT TECHNICALITY MARKET ACCEPTANCE SUBSTITUTABILITY BULK, STEWABILITY PERISHABILITY MARKET CONCENTRATION SEASONABILITY WIDTH AND DEPTH

CUSTOMER SERVICE ASPECTS

AVAILABILITY ORDER CYCLE

COMMUNICATION

PROFITABILITY ASPECTS
ESTIMATION OF COSTS AND REVENUE OPPORTUNITY COSTS MARKET SEGMENT MARGIN ESTIMATION FOR FUTURE

CHANNEL STRUCTURE
BASED ON THE FOUR DIMESIONS MAKE A DECISION ABOUT THE LENGTH OF THE CHANNEL PARTICIPANTS OF THE CHANNEL WAY OF MEASURING THE PERFORMANCE OF THE PARTICIPANTS

STANDARDISATION OR DIFFERENTIATION
HOW TO LINK THE NATIONAL CHANNELS TO EACH OTHER? HOW TO COMPARE THE PERFORMANCE DATA? POSSIBILITY FOR STANDARDISED MEANS OF DELIVERING GOODS TO INTERNATIONAL CUSTOMERS

ORGANISATIONAL FRAMEWORK
WHAT DEPARTMENT OR WHO IS RESPONSIBLE FOR THE INTERNATIONALISATION? WHAT ARE THE COMMUNICATION LINKS INSIDE THE COMPANY? HOW TO FIND THE BEST PEOPLE FOR THE INTERNATIONALISATION PROJECT? HOME - HOST - THIRD COUNTRY PEOPLE?

SELECTION CRITERIA FOR FOREIGN ASSIGNMENTS

COMPETENCE FACTORS
TECHNOLOGICAL KNOWLEDGE LEADERSHIP ABILITY EXPERIENCE, PAST PERFORMANCE AREA EXPERTISE LANGUAGE

SELECTION CRITERIA FOR FOREIGN ASSIGNMENTS

ADAPTABILITY FACTORS
INTEREST IN FOREIGN WORK RELATIONAL ABILITIES CULTURAL EMPATHY APPRECIATION OF NEW MANAGEMENT STYLES APPRECIATION OF NEW ENVIRONMENTAL CONSTRAINTS ADAPTABILITY OF FAMILY

SELECTION CRITERIA FOR FOREIGN ASSIGNMENTS

PERSONAL CHARACTERISTICS
AGE EDUCATION SEX HEALTH ,ARITAL RELATIONS SOCIAL ACCEPTABILITY

CULTURAL SHOCK
INITIAL EUPHORIA IRRITATION AND HOSTILITY ADJUSTMENT REENTRY

REPATRIATION
PROFESSIONAL PERSONAL

COMPENSATION
BASE SALARY AND SALARY RELATED ALLOWANCES
(HARDSHIP ALL., COLA, HOUSING ALL.)

NONSALARY RELATED ALLOWANCES (MOBILITY ALL., TRAVEL EXP.,

EDUCATION ALL.)

GREEN MARKETING
ENVIRONMENTALISTS MEDIA == CONSUMERS NEW PREFERENCES

GREEN CONSUMERS
LOOK FOR PRODUCTS PACKAGED IN RECYCLABLE MATERIALS NOT EXCESSIVELY PACKAGED PERCEIVED AS ENVI. FRIENDLY MADE FROM RECYCLED MATERIALS THAT DONT CONTAIN DYES OR TOXIC MATERIALS THAT ARE NOT PACKAGED IN FOAM

INTERMARKETING SEGMENTS OF PEOPLE

GREEN LEADERS
TRUE BLUE GREENS GREEN BACK GREENS

GREAN FOLLOWERS - SPROUTS NONENVIRONMENTALISTS

GROUSERS BASIC BROWNS

TYPES OF COMPANIES
IGNORE THE GREEN PASS AS GREEN GENUINE GREEN PROGREEN
4RS: RETHINKING LIFESTYLES, REFUSE PRODUCTS CONTAINING A LOT OF RESSOURCES, REUSE THE PRODUCTS, RECYCLE PACKAGING

MARKETING ASPECTS
PRODUCT: GREEN IN ALL PHASES PRICE: COMPETITIVE, AS STANDARDISED GREEN PRODUCTS ARE MANUFACTURED PROMOTION: TO INFORM AND EDUCATE PLACE RECYCLING CENTERS, OR MANUF. PROGRAMS

COUNTRY OF ORIGIN EFFECTS

AFFECT TRANSFER PROCESS COGNITIVE MEDIATION PROCESS

PURCHASE INTENTION EFFECT

STRATEGIES TO MINIMISE THE INFLUENCE

AFFECT TRANSFER PROCESS - DEMONSTRATE THE USAGE OF PRODUCTS COMING FROM C.X. COGNITIVE MEDIATION PROCESS - DEMONSTRATE THE ATTRIBUTES OF PRODUCTS PURCHASE INTENTION PROCESS - BECOME NATIONAL!

GREY MARKETING
MARKETING? DUE TO THE:
INFORMATION GLOBAL BRANDS

THREE POSSIBILITIES
REIMPORTATION PARALLEL IMPORTATION LATERAL IMPORTATION

CONSEQUENCES OF GREY MARKETING

POSITIVE CONSEQUENCES
NEW TARGETS

NEGATIVE CONSEQUENCES
IMAGE RELATIONSHIP WITH DISTRIBUTION CHANNEL MEMBERS SELF CANNIBALISATION

INTERNATIONAL MARKETING PLAN

THE STRUCTURE OF THE INTERNATIONAL MARKETING PLAN

1. BRIEF SUMMARY OF THE MANAGER/OWNER READER - EMPLOYEE, PARTNER, AUDITOR, FINANCIAL INSTITUTION OBJECTIVE, REASON

2. THE COMPANY HISTORY PARAMETERS 3. MOTIVATORS AND OBSTACLES MACRO AND MICRO MOTIVATORS INTERNAL AND EXTERNAL OBSTACLES 4. INTERNATIONAL MARKET RESEARCH OBJECTIVE METHODS

5. REVIEW OF THE MICRO AND MACRO ENVIRONMENT

MICRO ENVIRONMENT COMPETITORS, NEW ENTRANTS, SUBSTITUTES, POWER OF THE CLIENTS POWER OF THE SUPPLIERS

 MACRO ENVIRONMENT GEOGRAPHICAL ECONOMIC POLITICAL LEGAL TECHNOLOGICAL CULTURAL

6. INTERNATIONAL MARKET SELECTION

INTERNATIONAL MARKET SEGMENTATION INTERNATIONAL TARGETING

7. MODE OF ENTRY

8. MARKETING MIX

PRODUCT / SERVICE PRICE (COST) PROMOTION DISTRIBUTION CHANNEL

9. ORGANISATIONAL FRAMEWORK

10. SCHEDULING

11. BUDGETING
12. EFFECT STUDY 13. CONCLUSION