Professional Documents
Culture Documents
ikita Goyal
M a rk e tin g
M ix
P ro m o tio
n
Advertisement
ROLE OF
ADVERTISEMENT
• P & G, the worlds advertising
leder annually spends $2.3
billion world wide to
promote its product.
• Chinese viewers generally
enjoy watching the
commercials shown.
• U.S. is highest in per capita
advertising at $499 per
ADVERTISEMENT &
REGULATION
M e th o d s o f
Brita
in
B u d g e tin g
Canada
87 %
22 %
Canada Brazil
24 % 73 %
Germany US
33 % 64
Allocation of
Advertisement
Maxico A ustral
14 % ia 72 %
Germany Sweden
45 % 43 %
Maxico
17 %
MEASURE OF
ADVERTISEMENT
Compensation Method
Advertising Media-:
Television
TELEVISION
• In Germany advertising on
television is permitted only
between 6:15 and 8:00 PM.
• In the US, 61% of TV spots
are 30 Second aid
commercials.
• In Japan 79 % of TV spots are
15 Second commercials
permitted.
Radio
RADIO
Direct Mail
Prospects
irect Marketer
Ordering Method
Mail Order
Telephon e
Personal visit
STANDARDIZED
INTERNATIONAL
MARKETING
• standardization means "one size
fits all.“
• The target audience is vast.
Standardization helps keep the
costs low of reaching out to many
people.
• It is employed typically in
situations where the product in
question is for mass
consumption.
• These products are typically low
volume products .
CUSTOMIZATION
• Customization on the other hand
refers to the tailoring of the
campaign according to the
needs of an individual or
groups of individuals.
• These are high margin products
where the volumes are low and
the buyers are few.
• The extent of tailoring the
marketing efforts according to
the needs of specific buyers
CONDITIONS OF
STANDARIZATION
• The product has cultural
compatibility across countries.
• Product is industrial High tech.
• There are similar marketing
infrastructures in the home and
home country.
• Markets are economically alike.
• Countries have similar customer
behavior and life style.
Five strategies
No
Response standardization
No
standardization
size
No
cost / Profit standardization
Market
segmentation
Localization
Thank you