OHT 23.

International marketing

Brassington and Pettitt: Principles of Marketing, 3rd Edition

Pearson Education Limited 2003

OHT 23.2

International marketing approaches

(Lynch 1994)

Local scale.

National scale.
Regional scale. European scale. World scale.
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Brassington and Pettitt: Principles of Marketing, 3rd Edition

OHT 23.3

Reasons for internationalisation

Figure 23.1
Brassington and Pettitt: Principles of Marketing, 3rd Edition Pearson Education Limited 2003

OHT 23.4

Differences which require particular attention

Cultural differences.
Language. Social structures and customs.

Values and attitudes.

Technological factors. Economic and competitive factors. Political and legal factors.
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Brassington and Pettitt: Principles of Marketing, 3rd Edition

OHT 23.5

Culture, conventions and etiquette

Figure 23.2
Source: Adapted from Mead (1990) Copyright 1990 John Wiley & Sons Limited. Reproduced with permission. Brassington and Pettitt: Principles of Marketing, 3rd Edition Pearson Education Limited 2003

OHT 23.6

Selecting international markets

Figure 23.3
Brassington and Pettitt: Principles of Marketing, 3rd Edition Pearson Education Limited 2003

OHT 23.7

Factors influencing market entry method

Figure 23.4
Brassington and Pettitt: Principles of Marketing, 3rd Edition Pearson Education Limited 2003

OHT 23.8

Market entry methods

Figure 23.5
Brassington and Pettitt: Principles of Marketing, 3rd Edition Pearson Education Limited 2003

OHT 23.9

Investment

Figure 23.6
Source: Adapted from International Marketing, 3rd edition, Financial Times Pitman Publishing (Pearson Education), Walsh (1993). Brassington and Pettitt: Principles of Marketing, 3rd Edition Pearson Education Limited 2003

OHT 23.10

Successful joint venture partnerships

Figure 23.7
Brassington and Pettitt: Principles of Marketing, 3rd Edition Pearson Education Limited 2003

OHT 23.11

International marketing strategy

Define and select target groups.

Position the product(s).

Select marketing mix to suit foreign market.

Brassington and Pettitt: Principles of Marketing, 3rd Edition

Pearson Education Limited 2003

OHT 23.12

Standardisation or adaption

Figure 23.8
Brassington and Pettitt: Principles of Marketing, 3rd Edition Pearson Education Limited 2003

OHT 23.13

Adaption pressures Customer needs. Practical considerations. Packaging and communication.

Marketing communications.
Distribution channels. Product positioning.

Mode of entry.
Regulations.
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Brassington and Pettitt: Principles of Marketing, 3rd Edition

OHT 23.14

Standardisation pressures

Identified international segment.

Economies of scale. Mobile customers.

Degree of adaption or standardisation.

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Pearson Education Limited 2003

OHT 23.15

International marketing mixes

Product - can a product be sold across a range of international markets or does it need to be adapted for local needs?
Price - what will the market bear? What cost structures are affected by export? Place - how do foreign markets distribute? Tailoring delivery sizes and frequency to suit foreign channels. Promotion - to suit local foreign environments.
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Brassington and Pettitt: Principles of Marketing, 3rd Edition