Презентация, доклад lnternational Marketing lnternational Marketing Chapter1 Introduction
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lnternational Marketing lnternational Marketing Chapter1 Introduction
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What is marketing? What is marketing? What is global marketing？ Why it is important? What is meant by global localization?
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Marketing Marketing What is a Market? A market is all potential customers who share common needs and wants and who have the ability and willingness to buy the product. What is Marketing? The process used to determine the customers’ needs. satisfy the customers’ needs and in order to make a profit.
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Analyzing the needs of the people Trying to guess what types of products they want Estimate how much they will buy Predict when they will want to buy Determine where they go to buy the stuff
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…. And …. And Figure out the best price to sell it at - and can you still make a profit selling it at that price Decide on promotional things to create awareness about the product Look at the competition to see what they are doing with pricing, features etc.
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The idea that you must satisfy the customers’ The idea that you must satisfy the customers’ needs and wants in order to make a profit. Businesses must have the right goods and services at the right time, at the right price and at the right place. Plus they must communicate this to their customers
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The Marketing Mix is comprised of four basic marketing strategies, collectively known as the“Four P’s.” The Marketing Mix is comprised of four basic marketing strategies, collectively known as the“Four P’s.” The Marketing Concept Consumers Marketing Research Marketing Segmentation Product Price Place Promotion
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Product Strategy Product Strategy What product to make How to package it What brand name to use What image to project Price Strategies Reflects what the customers are willing and able to pay.
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Place Strategies Place Strategies How and where a product will be distributed Promotion Strategies How will the customer be told about the product What will the message be When and where will it be delivered With what media
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When you buy a product - the cost of marketing amounts to 40 ~ 60% of the total When you buy a product - the cost of marketing amounts to 40 ~ 60% of the total eg. If we buy shoes for $70, $35 of that 70 has been spent on marketing (including advertising, market research, development etc.)
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The marketing functions Buying Selling Transportation Storage Standardization Financing Risk Taking Information Collection
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B.Global marketing • Exporting: Marketing domestically produced goods and services in foreign countries. • Importing: Purchasing foreign goods and services. Global Marketing: Focuses resources on global market opportunities and threats
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The main difference is the scope of activities The main difference is the scope of activities because global marketing occurs in markets outside the organization’s home country. Marketing has become more complex. Any Risk?
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Unstable governments Foreign-exchange problems Different culture Legal system Foreign entry and government bureaucracy Tariffs and other trade barriers High cost of product and communication adaptations
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Increases in new products, product extensions, high cost of distribution and shelf space. Increases in new products, product extensions, high cost of distribution and shelf space. Expansion of retailer control and power, changing media habits. Ultimate goal of programs Timing goals Global compepitors Company needs a larger customer base for economies of scale.
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Decisions to make: Decisions to make: Deciding to go abroad Deciding which markets Deciding how to enter markets Deciding on marketing programs Deciding on marketing organization
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CASE In Hong Kong, a German businessperson is driving a Lexus; he’s wearing Bruno Magli shoes, Irish cashmere socks, Calvin Klein underwear, an Armani suit, with a Gucci belt. He has a Mont Blanc pen, in his Italian shirt. He’s going to meet an American investor at a KFC restaurant, for a Coke.
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When he gets home, sitting on an ottoman, he has When he gets home, sitting on an ottoman, he has an Absolut vodka nightcap, while listening to American country western music.
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Reasons for Global Marketing Reasons for Global Marketing A. To Survive and Growth 1. Access to new markets and resources 2. Manage marketing tasks more efficiently and effectively 3. Expand customer base to include developed and developing nations 4. Against competitors with lower costs (due to increased access to resources)
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B. To Diversify Product and Market Portfolios B. To Diversify Product and Market Portfolios and Improve competitiveness Effects of seasonal and cyclical fluctuations in one market offset by others Diversification increases market size and enhances economies of scale
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C. To Operate Within a Global Marketplace C. To Operate Within a Global Marketplace Goods, services, capital, technology, and labour are going global Reduced government restrictions are affecting global marketing Bilateral and multilateral negotiations are reducing restrictions