INTERNATIONAL

MARKETING


PHASES OF INETRNATIONAL MARKETING
INTERNATIONAL MARKET INTERNATIONAL MODE OF
SEGMENTATION TARGETING ENTRY SELECTION
MACROENVIRONMENT
INTERNATIONAL MARKET INTERNATIONAL
RESEARCH 4PS
MICROENVIRONMENT
ORGANISATIONAL
MOTIVATORS OBSTACLES FRAMEWORK
COMPANY
International marketing concepts

Original classification

Ethnocentric
Policentric
Regiocentric
Geocentric

International marketing concepts

New classification

Domestic market extension concept
Multi domestic concept
Global marketing concept
Companies

Domestic companies
International companies
Multinational companies
Transnational companies

Can we control anything?

Controllable elements
Domestic, not controllable elements
Foreign, not controllable elements
MOTIVATORS

Dynamic Management
* New management or
* management already
working for the
company


Factors
* Proactive or
* Reactive factors
PROACTIVE FACTORS
Profit
Unique product
Unique technology
Unique information
Excess capacity
Economies of scale
REACTIVE FACTORS
Competitors
Overproduction
Safety valve eff.
Domestic market
is saturated
Tax incentives
Closeness to the
customers
OBSTACLES OF
INTERNATIONALISATION

Internal

External

Methodological
INTERNAL OBSTACLES

Lack of competencies (management,
marketing, language)
Lack of infrastructure
Willingness to collaborate and to accept
new ideas
etc.

EXTERNAL OBSTACLES
Unforeseeable events coming

* from the domestic marketplace
(competitors, legal entities, consumers, etc)

* from the foreign marketplace
(political, legal, cultural, economic, etc.)
METHODOLOGICAL
OBSTACLES

Static analyses
Average counting
Quantifying everything
Rigidity in terms of places

Decision point
Does it worth?
Are the motivators strong enough?
Can we overcome the obstacles?

IF NOT:
Reformulate the goals or
Initiate changes inside the company
IF YES
The company is ready to define its
international marketing strategy
Including the
1) the macroenvironment
2) the microenvironment
and
3) the methodology
The macroenvironment
Geographical environment
Political environment
Legal environment
Economic environment
Technological environment
Cultural environment
Geographical environment
Climate and topography
Raw materials
Environmental protection
Urbanisation - suburbanisation -
Reurbanisation
Population
Political environment
Political system
Changes of the government
Political philosophy
Possible problems with respect to the
property:
- Confiscation - Nationalisation
- Expropriation - Domestication
How to protect against the
political risks?

Good selection of the country
Good selection of the industry
Good selection of the partner
Licensing or franchising?
Planned domestication
Economic environment
Globalisation
Localisation
Interdependency
Internationalisation of markets, companies
and products
Diversification
Assortment of products
Economic environment

Price equalisation
Information
Partnerships
Belongings
Infrastructure
Technological environment
Role of human resource
Changes in power
R and D costs
Innovations
Launching the products
Partnerships
Cultural environment
What is culture?

Three modes of defining
culture:

General aspects
Enumeration
Classification

Defining culture by general
aspects

Something learnt
The elements are linked to each other
Inherited
Cannot be changed revolutionary, only
evolutionary


Defining culture by general
aspects

A country is not a culture
Stereotypes
Changing the culture
Having more cultures
Defining culture by enumeration
Herskovitss enumeration:

Material culture
Social institution
People and the universe
Estetics
Language
Defining culture by classification
Context of communication
high context cultures
low context cultures
explicit message
implicit message
Hofstedes classification
4 dimensions

Cultural differences in the
evedyday life
Ideologist - Pragmatic cultures
Associative and Abstractive cultures
Nature of the people
Nature and the people
Individualist and Collectivist cultures
Active and Passive cultures
Time
Cultural differences in the
evedyday life
Place
Communication
Values
Knowledge
Beliefs
Gifts
Food
Cultural differences in business

Structure of decision making
Participants
Objectives of the participants


Why are we against the other
cultures?

Cultural racism
Cultural resistance
Cultural opposition

How to integrate this knowledge
into the strategy?

Congruent strategy
Planned strategy
Not planned strategy
Customs

Cultural imperatives
Cultural exclusives
Cultural adiaphora
INTERNATIONAL
MARKETING
COMPANY WITH INTERNATIONAL
PLANS
MOTIVATORS
OBSTACLES
INTERNATIONAL MARKET(ING)
RESEARCH
MACRO AND MICRO ENVIRONMENT
METHODOLOGY

MACRO ENVIRONMENT

GEOGRAPHIC
POLITICAL
LEGAL
TECHNOLOGICAL
ECONOMIC
CULTURAL
MICRO ENVIRONMENT

COMPANY
COMPETITORS
CUSTOMERS
SUPPLIERS
PARTNERS
NEW ENTRANTS
COMPANY

STRATEGY
MISSION, VISION
COMPREHENSIVE
SWOT ANALYSIS
CLARIFYING THE
GOALS
COMPETITORS
IDENTIFYING
THEM
AREA OF
OPERATION
STRATEGY
STRONG AND
WEAK POINTS
TACTICS
CONSUMERS
IDENTIFYING
THEM
PREFERENCES,
TASTES
DEMAND
PRODUCT, PRICE,
PROMOTION
EXPECTATIONS

SUPPLIERS
DO THEY SUPPORT
OUR IDEA
QUALITY
QUANTITY
CONDITIONS
OR
WE NEED NEW
SUPPLIERS


PARTNERS
WILL THEY
MAINTAIN THE
STRONG
COLLABORATION
CAN THEY
FOLLOW US
CAN THEY ACCEPT
THE NEW
CONDITIONS
NEW ENTRANTS

EASY OR
DIFFICULT ENTRY
POSSIBLE NEW
CONDITIONS IN
THE INDUSTRY
METHODOLOGY OF
INTERNATIONAL MARKET
RESEARCH


DIFFERENCE BETWEEN MARKET
AND MARKETING RESEARCH
DYNAMIC OR STATIC ANALYSIS
QUANTITATIVE OR QUALITATIVE
INFORMATION
USE OF INFORMATION
THE PROCESS OF THE
RESEARCH
IDENTIFICATION OF THE OBJECTIVE
OR THE PROBLEM
IDENTIFICATION OF THE SOURCE OF
INFORMATION AND THE TECHNIQUE
OF INFORMATION COLLECTION
INFORMATION COLLECTION
INTERPRETATION OF THE INFO.
PRESENTATION OF THE RESULTS
OBJECTIVE OR PROBLEM

CONTINUOUS
RESEARCH

PERIODIC
RESEARCH

MICRO
ENVIRONMENT

MACRO
ENVIRONMENT
SOURCES OF INFORMATION AND
TECHNIQUE OF INFO. COLLECTION
PRIMARY INFORMATION SECONDARY INFORMATION MOSAIC INFORMATION
SOURCES OF INFORMATION
PRIMARY INFORMATION

OWN OBJECTIVE OR PROBLEM
METHODOLOGY DEFINED BY US
DATA COLLECTION IS PERFORMED
BY OUR FIRM OR EMPLOYEES
PRIMARY INFORMATION
ASKING PEOPLE OBSERVATION EXPERIMENTATION
PRIMARY INFORMATION
ASKING PEOPLE
WHOM TO ASK?
INDIVIDUALS
ORGANISATIONS
EXPERTS
HOW TO ASK?
PERSONALLY
POST
TELEPHONE
COMPUTER
COMBINED

ASKING PEOPLE

WHAT TO ASK?
OMNIBUS
SPECIALISED
QUESTIONNAIRE
ASKING PEOPLE
PROBLEMS
NOT WILLING TO ASK
NOT ABLE TO ASK
HOW AND WHAT TO
ASK
HOW TO ORGANISE
HOW TO INTERPRET
SAMPLING
LANGUAGE SKILLS
MULTICULTURAL
ASKING


OBSERVATION
OBSERVE
CONSUMERS OR
USERS
PASSIVE
PARTICIPATION
USED USUALLY
TOGETHER WITH
OTHER FORMS
EXPERIMENTATION
LABORATORY
CONDITIONS
ONE PARAMETER
IS CHANGED
OTHER VARIABLES
ARE KEPT
CETERIS
PARIBUS
EXPENSIVE!
SECONDARY INFORMATION

DIFFERENT OBJECTIVE OR PROBLEM
METHODOLOGY DEFINED BY
SOMEONE ELSE
DATA COLLECTION PERFORMED BY
SOMEONE ELSE
INTERNAL AND EXTERNAL
INFORMATION
INTERNAL INFORMATION

LETTERS
ORDERS
DOCUMENTS PREPARED BY THE
COMPANY
CERTIFICATES
EXTERNAL INFORMATION
PRODUCED ON THE DOMESTICMARKET
AVAILABLE ON THE DOMESTICMARKET
PRODUCED ABROAD
AVAILABLE ON THE DOMESTICMARKET
PRODUCED ABROAD
AVAILABLE ABROAD
EXTERNAL INFORMATION
SECONDARY INFORMATION
PROBLEMS

NOMENCLATURE IS DIFFERENT
QUALITY OF THE INFORMATION
QUALITY OF THE METHODOLOGY

MOSAIC INFORMATION

IS COLLECTED ADDITIONALLY
SIDE INFORMATION
IS COLLECTED TO ACTUALISE AND
TO COMPLETE THE ALREADY
POSSESSED INFORMATION
COLLECT INFORMATION
INTERPRETATION OF THE
INFORMATION
ANALYSE THE INFORMATION
GAINED
INTERPRET THE INFORMATION
WORK WITH NUMBERS AND
FORMULATE ALTERNATIVES
EXPLAINE THE GIVEN
ALTERNATIVES

PRESENTATION OF THE
RESULTS
DISTRIBUTE THE
INFORMATION TO
THE USERS
EXPLAIN THE
ALTERNATIVES
CONDUCT A TWO
DIRECTION
COMMUNICATION
HELP THE USERS
INTERPRET THE INFO.
INTERNATIONAL
MARKETING
COMPANY
MOTIVATORS
OBSTACLES
INTERNATIONAL MARKET(ING)
RESEARCH
INTERNATIONAL MARKET
SEGMENTATION AND TARGETING
OBJECTIVE OF
INTERNATIONAL MARKET
SEGMENTATION

EFFECTIVE AND EFFICIENT
INTERNATIONAL MARKETING PLAN
ABILITY TO DIFFERENCIATE THE
COMPANY FROM THE COMPETITORS
POINT TO THE NEED TO CREATE A
NEW SEGMENT
PROCESS OF INT. MARKET
SEGMENTATION
IDENTIFICATION OF THE LEVEL OF THE
MARKET TO BE SEGMENTED
DETERMINATION OF THE VARIABLES
USED FOR SEGM.
CHOICE OF THE METHOD OF INT. MARKET
SEGMENTATION
IMPLEMENTATION OF INT. MARKET
SEGMENTATION
CHECKING THE VALIDITY OF RESULTS

IDENTIFICATION OF THE LEVEL
OF THE MARKET TO BE
SEGMENTED

LEVEL OF THE PRODUCT
LEVEL OF THE PRODUCT CATEGORY
LEVEL OF THE NEED
LEVEL OF THE MONEY
VARIABLES OF
SEGMENTATION
VARIABLES THAT DESCRIBE THE
OBJECT OF THE SEGMENTATION

VARIABLES THAT DESCRIBE THE
RELATIONSHIP BETWEEN THE
OBJECTS OF THE SEGMENTATION
AND THE MARKETING MIX
ELEMENTS
VARIABLES OF THE
OBJECTS
DEMOGRAPHIC
GEOGRAPHIC
POLITICAL
LEGAL
ECONOMIC
CULTURAL
PSYCHOGRAPHIC
A CULTURE BASED
CLUSTERING
17 EUROPEAN COUNTRIES ARE
SEGMENTED
HOFSTEDE DIMENSIONS
INDIVIDUALISM
UNCERTAINTY AVOIDANCE
POWER DISTANCE
MASCULINITY
The 17 European countries
Austria - Switzerland
Belgium - Portugal
France - Denmark
The Netherlands - Sweden
Spain - Norway
Italy - Finland
Turkey
Greece
Germany
GB
Ireland


THE CLUSTERS
CLUSTER 1.
IND: MED-HIGH
UNC: MED
POW: SMALL
MAS: HIGH

AUSTR., GER.,
SWITZ., ITALY, GB.,
IRELAND
CLUSTER 2.
IND: VAR.
UNC:STRONG
POW:MED
MAS: LOW-MED

BEL., FR., GREE.,
PORT., SP., TURKEY
THE CLUSTERS
CLUSTER 3.
IND: HIGH
UNC: WEAK, MILD
POW: SMALL
MAS: LOW

DEN., SWEDEN,
FIN., NETHER.,
NORWAY

GLOBAL SEGMENTS
AGRARIAN HEARTLANDS
BLUE COLLAR SELF SUFFICIENCY
CAREER FOCUSED MATERIALISTS
DE-INDUSTRIAL LEGACY
EDUCATED COSMOPOLITANS
FARMING TOWN COMMUNITIES
GREYS, BLUES SEA, MOUNTAIN
HARDENED DEPENDENCY
INNER CITY MELTING POINT
LOWER INCOME ELDERLY
MIDSCALE METRO OFFICE WORKERS
NON-PRIVATE RESIDENCES
OLD WEALTH
SHACK AND SHANTY
PSYCHOGRAPHIC
SEGMENTATION FOR THE
BEER MARKET
SPORTIVE
MASCULINE
TAKES NO RESPONSIBILITY
NO CONSERVATISME

YOU ONLY GO AROUND ONCE IN
LIFETIME
VARIABLES FOR RELATIONSHIP
OBJECTS AND PRODUCT

BUYING SITUATION
LOYALTY
MOTIVATION
USER STATUS
USAGE RATE
ATTITUDE

VARIABLES FOR RELATIONSHIP
OBJECTS AND PRICE

LOW, MEDIUM OR HIGH PRICE PREFERENCES
PRICE SENSITIVITY


VARIABLES FOR RELATIONSHIP
OBJECTS AND PROMOTION

RATIONAL OR EMOTIONAL MESSAGES
MEDIA
MOTIVATION
VARIABLES FOR RELATIONSHIP
OBJECTS AND PLACE

SHOPPING PLACE PREFERENCES
DISTRIBUTION CHANNEL PREFERENCES
DO ANY BEST SOLUSTIONS EXIST?
NO!
IT ALWAYS DEPENDS!
BUT WE HAVE CRITERIA!
MEASURABILITY
ACCESSIBILITY
STABILITY IN TIME
RELATIONSHIP BETWEEN THE OFFER AND THE
VARIABLE
ACCEPTABLE SIZE
STRICT DIFFERING OF SEGMENTS

METHODS OF INT. MARKET
SEGMENTATION

METHOD THAT ACCEPTS THE
EXISTENCE OF NATIONAL
BOARDERS
INTERMARKETING SEGMENTATION
MICROSEGMENTATION
METHOD THAT ACCEPTS THE
EXISTENCE OF BOARDERS

2-PHASE SEGMENTATION:
FIRST THE GROUP(S) OF COUNTRIES
IS (ARE) SELECTED
SECOND THE GROUPS OF
INDIVIDUALS OR ORGANISATIONS
ARE SELECETD
ADVANTAGES OF THE
METHOD

SYSTEMATIC
IN CASE OF ERROR
WE CAN CORRECT
EASIER
COUNTS WITH THE
DIFFERENCES
DISADVANTAGES OF THE
METHOD
SEPARATES
COUNTRIES
NO POSSIBILITY
FOR STAN-
DARDISATION
NO POSSIBILITY
FOR LEARNING
COSTS ARE HIGH
INTERMARKETING
SEGMENTATION

REGARDS THE WHOLE WORLD AS
ONE MARKET
BASED ON (A) WELL SELECTED
VARIBLE(S) WE CAN FIND GROUPS
OF PEOPLE WHO HAVE SIMILAR
BEHAVIOUR
ADVANTAGES OF THE
METHOD

POSSIBILITY TO
TRANSFER
KNOWLEDGE
COMPARE THE
BEHAVIOUR

DISADVANTAGES OF THE
METHOD

DOESNT COUNT
WITH THE
DIFFERENT
BACKGROUND OF
THE COUNTRIES
ENTIRE REPETING
IN CASE OF ERROR
COSTS ARE HIGH
MICROSEGMENTATION

DURING INTERNATIONAL MARKET
SEGMENTATION SEGMENTS OF ONE
OF FEW PERTICIPANTS ARE
CREATED
ADVANTAGES OF THE
METHOD


BETTER FOCUS
SPECIALISATION
EFFECTIVE
MARKETING PLAN
DISADVANTAGES OF THE
METHOD


DANGEROUS
APPLICABLE ONLY
ON THE MARKET
OF
ORGANISATIONS
IMPLEMENTATION OF INT.
MARKET SEGMENTATION

ON THE SELECTED LEVEL OF THE
MARKET
WITH THE SELECTED METHOD
ON THE BASIS OF THE SELECTED
VARIABLES
HOW TO EVALUATE THE
OBJECTS ?

TWO TECHNIQUES
PARALLEL EVALUATION
- MATRIX FORMAT
SYSTEMATIC EVALUATION

CHECKING THE VALIDITY
OF THE RESULTS

APPLYING MORE THAN ONE
STATISTICAL METHOD, EG.
CLUSTER ANALYSIS + SPLIT HALF
METHOD
REPEATING THE PROCESS
PERIODICALLY
INTERNATIONAL MARKETING
COMPANY
MOTIVATORS
OBSTACLES
INTERNATIONAL MARKET(ING)
RESEARCH
INTERNATIONAL MARKET
SEGMENTATION AND TARGETING
INTERNATIONAL
TARGETING

AFTER THE CREATION OF THE
SEGMENTS
WE SELECT ONE OR MORE
SEGMENTS
TO WHICH WE WILL PAY ATTENTION
INTERNATIONAL MARKET
SEGMENTATION AND TARGETING
STRATEGIES

UNDIFFERENTIATED STRATEGY
DIFFERENTIATED STRATEGY
CONCENTRATED STRATEGY
MULTISEGMENTATION STRATEGY
NICHE STRATEGY
INTERNATIONAL MARKETING
COMPANY
MOTIVATORS AND OBSTACLES
INT. MARKET(ING) RESEARCH
INT. MARKET SEGMENTATION
MODES OF ENTERING THE INT.
MARKETS
MODES OF ENTERING
FOREIGN MARKETS
THE CHOICE DEPENDS ON THE
RISKS
COSTS
CONTROL
PRODUCT/SERVICE
MANAGEMENT
SITUATION - OPPORTUNITIES OR
THREATS
THE MODES OF ENTRY
PRODUCTION IN THE
DOMESTIC MARKET
SELLING IN THE
FOREIGN MARKETS
MODES
DIRECT
EXPOTRING
INDIRECT
EXPORTING
PRODUCTION AND
SELLING ON
FOREIGN MARKETS
MODES
LICENCING
CONTRACTUAL
MANUFACTURING
FRANCHISING
JOINT VENTURES
FDI
INTERNATIONAL
MARKETING
COMPANY
MOTIVATORS AND OBSTACLES
INT. MARKET(ING) RESEARCH
INT. MARKET SEGMENTATION
MODES OF ENTRY
INT. 4 PS
INTERNATIONAL PRODUCT
POLICY

PLANNING OF THE PRODUCTS
(SERVICES)
DEVELOPING THE PRODUCTS
(SERVICES)
MANAGING THE PRODUCTS IN THE
FOREIGN MARKETS
PLANNING THE OFFER
SAME PRODUCTS
(SERVICES) -
GLOBAL
ADOPTED
PRODUCTS
(SERVICES) -
MODIFIED
OR NEW
PRODUCTS
(SERVICES)
GLOBAL STRATEGY

ONLY THE
BIGGEST AND
MOST
AGGRESSIVE
COMPANIES
ECONOMIES OF
SCALE
GLOBAL IMAGE
MODIFIED STRATEGY
REASONS FOR
MODIFYING THE
STRATEGY
HOW TO
CHANGE
WHAT TO
CHANGE

REASONS FOR CHANGE
DIFFERENCES IN
CUSTOMS
USAGE OF THE PRODUCTS/SERVICES
LEGAL PLATFORM
QUALITY REQUIREMENTS
INFRASTRUCTURE
CULTURE
BIOLOGICAL PARAMETERS
HOW TO CHANGE
INTERNAL CHANGE
MATERIAL,
TECHNICAL,
FUNCTIONAL
CHANGE
EXTERNAL CHANGE
QUALITY, SHAPE,
COLOUR, SIZE,
SERVICE

NECESSARY CHAGE
ELECTRONIC OR
LEGAL
REQUIREMENTS

OPTIONAL CHANGE

WHAT TO CHANGE
CORE PRODUCT / SERVICE

ACTUAL PRODUCT/ SERVICE

AUGMENTED PRODUCT/SERVICE

+ ROLE OF MODULES
NEW OFFER

TO RESPOND TO
THE DIFFERENT
NEEDS AND
CONDITIONS
FOR MOST OF THE
COMPANIES
HOW TO DEVELOP NEW
PRODUCTS AND SERVICES
IDEA GENERATION
NEED ANALYSIS
SOCIETAL
ANALYSIS
BUSINESS
ANALYSIS
MARKETIBILITY
STUDY
COMPATIBILITY
STUDY


HOW TO DEVELOP NEW
PRODUCTS AND SERVICES
PHYSICAL
DEVELOPMENT
AND TESTING
TEST-MARKETING
CONCEPT-TEST
TECHNICAL-TEST
MARKET-TEST
LAUNCHING THE
PRODUCT/SERVICE
THE NEWNESS
NEW FOR THE
COMPANY
NEW FOR THE
MARKET
CONGRUENT
INNOVATION
CONTINUOUS INN.
DYNAMIC INN.
BREAKING INN.

PLANNING THE STRUCTURE

DEPTH
WIDTH
MARKET
POSITIONING!
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