SEMINAR 3

MARKETING IN MARINE
Marketing organization is the product design process, production, sales
and after-sales service activities, identify the needs of consumers, in order to
satisfy their superior. Moreover believes that marketing is introducing a new
economic vision scientists, restores "the link between production and
consumption, which is weakened by the deepening social division of labor", but
also need an understanding that "must occur that is required on market, effective
as higher ". It has become an economic activity, universal, complex, present in all
geographies and all world markets. In this context emerged as the International
Marketing, principles, methods and techniques Marketing are universal, being
applicable in a country or more. International Marketing includes the same
activities as the internal data but the differences are: how are achieved and the
scope thereof.
A widely accepted definition of International Marketing is that it represents
"the result of business activities that direct the flow of goods and services of a
firm to consumers or users in several countries". Following this definition can
understand the difference between domestic and international marketing is just
that International Marketing means conducting activities in several countries. But
the differences are given and different cultural influences and their impact on
marketing activities and processes. From here we make a distinction between
marketing processes as follows:
-International Marketing.
-External Marketing.
-Global Marketing.
a). Marketing International Marketing is the component of that taking place
beyond the borders of a state and is distinguished from the internal one by the
following aspects:
-Transcends national boundaries.
Supports a number of changes and restrictions relating to: economic, political,
legal, etc..
These restrictions affect the level of a state imposing specific marketing
expansion and diversification strategy and internal marketing plans, in other
conditions and situations abroad.
b). External marketing is a form of marketing that takes place within
different states and internal marketing differs by the following features:
-Competition is different.
-Use other channels of distribution and domestic.
-The promotion must be addressed separately from all other realities.
For these reasons addressing external marketing is much more difficult,
each state is in fact a marketing environment unlike any other. Hence the need

for and application of different strategies for each state, each region has its
distinct for different categories and segments of the population.
c). Global Marketing is the ability of firms to forecast, plan, organize,
coordinate and integrate marketing in different foreign environments. It starts
from the fact that each has a specific foreign market, which requires
differentiation of International Marketing. International marketing is distinguished
by its security features from both international trade and how international
business. It is considered that include the International Marketing International
Trade, but at the same time is included within the scope of International Affairs.
International trade includes all activities and operations of an economic,
commercial, technical and scientific investment made by a state with one or more
states. International business is the international affairs functional areas as
follows:
International industrial-production.
-International Financial Management.
-International Marketing.
Differences between International Trade and International Marketing are
given by the following aspects:
-Participants.
-Transfer products and services abroad.
-Motivation.
-Source of information.
Because shipping is primarily an international activity, to address
marketing Sea (Naval) and port means the start of the study overall world
economy as a whole, because shipping is a force main to transform global
economic reality.

3.1. WHAT IS MARKETING THE MARITIME AND PORT?

Marketing in the maritime shipping and port is a specific component of
international marketing, but at the same time belong and Commerce International
Maritime can not be separated from the Marketing component. Marine Marketing
represents a specialized area of International Marketing, which includes all its
elements tailored to the specific shipping. Maritime Marketing was considered a
long time as part of your management of navigation, ie it enters only the duties of
rulers who decided what is good or not firm, established prices for the transport
of goods (freight), paid various companies or publications ads. Marketing ports
can be considered as a component of internal marketing, but the excellent work
carried out in ports is not limited, it was directly influenced by marine transport
(sea and river) which are international. In conclusion and it is studied
international perspective.
In the past 15 years the situation changed and the shipping companies.
Thus were established departments, marketing departments and offices with
responsibilities, functions and responsibilities especially unusual that one can
speak of the emergence of "marketer"-s, ie well known specialists in Marketing.

This is cool to the major shipping companies, but also in terms of small and
medium enterprises operating in the port. Also the port administration
departments were established as a series of policies that promote the marketing,
to increase the efficiency of basic and auxiliary permanent adaptation to
environmental changes.