Professional Documents
Culture Documents
International Marketing Versus Marketing - Seminar
International Marketing Versus Marketing - Seminar
Seminar 2
Marketing in the practise: 1) enterprise philosophy (the trade success could be receive by knowledge and resulting of consumers necessity
2) The system of enterprises activities (the decision, what we will produce...)
Seminar 2
International marketing
International marketing is defined as the performance of business activities designed to plan, price, promote, and direct the flow of a companys goods and services to consumer or users in more than one nation for a profit.
The difference between the definitions of domestic and international marketing is that, in the latter case marketing activities take place in MORE THAN ONE COUNTRY. It accounts for the complexity and diversity found in international marketing operations.
Seminar 2
1. 2. 3. 4. 5. 6. 7.
8. 9.
The changing face of business The increasing importance of global awareness The progression of becoming a global marketer Global terrorism The high-tech and information technology development The rapid growth of the WTO and regional free trade areas (NAFTA, EU) General acceptance of the free market system among developing countries in Latin Amerika, Asia and Eastern Europe Impact of the Internet and other global media on the dissolution of national borderds, Managing global environmental sources.
What else??
Seminar 2
4P
Product policy
product sortiment quality design brand and logo consumers services packing
of MARKETING MIX
Price policy
price discounts payment agreement
Seminar 2
4P
Product adaptation and development for international marketing Packaging and labelling Translation of technical literature Quality management Licensing and contract manufacturing
Product Place
International distribution Control of agents Export documentation
Price
Promotion
International advertising, public relations and sales promotion International direct marketing
Control of salespeople
Translation of sales literature Exhibiting Market research
Cargo insurance
Establishment of joint ventures and subsidiaries
Seminar 2
Threats:
Increasing number of competitors Increase in intensity of competition coupled with higher market uncertainty ...WHAT ELSE...?
Seminar 2
European Marketing
I. Global Marketing II. Multinational Marketing III. Multiregional Marketing
Seminar 2
Global marketing
The most profound change is the orientation of the company toward markets and associated planning activities Companies treat the world, including their home market, as one market. Market segmentation decisions are no longer focused on national borders
Seminar 2
Multinational marketing
Domension of internacional marketing, which are intreduced in policy of multinacional companies The focus of this is global approach toward the market, which are understood such as integrated world market.
This policy is characterized by think global, do local
Seminar 2
Multiregional marketing
-To identify and to respect the regional identity, the geography ore regions and natural landscape-
Seminar 2
Seminar 2