INTERNATIONAL

MARKETING

PHASES OF INETRNATIONAL MARKETING

INTERNATIONAL MARKET
SEGMENTATION

INTERNATIONAL
TARGETING

MODE OF
ENTRY SELECTION

MACROENVIRONMENT
INTERNATIONAL MARKET
RESEARCH

INTERNATIONAL
4PS

MICROENVIRONMENT
MOTIVATORS

OBSTACLES

COMPANY

ORGANISATIONAL
FRAMEWORK

International marketing concepts

Original classification

Ethnocentric
Policentric
Regiocentric
Geocentric

International marketing concepts

New classification
Domestic market extension concept
Multi domestic concept
Global marketing concept

Companies

Domestic companies
International companies
Multinational companies
Transnational companies

Can we control anything?

Controllable elements
Domestic, not controllable elements
Foreign, not controllable elements

MOTIVATORS
Dynamic Management
* New management or
* management already
working for the
company

Factors
* Proactive or
* Reactive factors

PROACTIVE FACTORS

Profit
Unique product
Unique technology
Unique information
Excess capacity
Economies of scale

REACTIVE FACTORS
Competitors
Overproduction
Safety valve eff.

Domestic market
is saturated
Tax incentives
Closeness to the
customers

OBSTACLES OF
INTERNATIONALISATION
Internal
External
Methodological

INTERNAL OBSTACLES
Lack of competencies (management,
marketing, language)
Lack of infrastructure
Willingness to collaborate and to accept
new ideas
etc.

EXTERNAL OBSTACLES
Unforeseeable events coming
* from the domestic marketplace
(competitors, legal entities, consumers, etc)
* from the foreign marketplace
(political, legal, cultural, economic, etc.)

METHODOLOGICAL
OBSTACLES

Static analyses
Average counting
Quantifying everything
Rigidity in terms of places

Decision point
Does it worth?
Are the motivators strong enough?
Can we overcome the obstacles?
IF NOT:
Reformulate the goals or
Initiate changes inside the company

IF YES
The company is ready to define its
international marketing strategy
Including the
1) the macroenvironment
2) the microenvironment
and
3) the methodology

The macroenvironment

Geographical environment
Political environment
Legal environment
Economic environment
Technological environment
Cultural environment

Geographical environment

Climate and topography

Raw materials
Environmental protection
Urbanisation - suburbanisation Reurbanisation
Population

Political environment

Political system
Changes of the government
Political philosophy
Possible problems with respect to the
property:
- Confiscation
- Expropriation

- Nationalisation
- Domestication

How to protect against the

political risks?

Good selection of the country

Good selection of the industry
Good selection of the partner
Licensing or franchising?
Planned domestication

Economic environment

Globalisation
Localisation
Interdependency
Internationalisation of markets, companies
and products
Diversification
Assortment of products

Economic environment

Price equalisation
Information
Partnerships
Belongings
Infrastructure

Technological environment

Role of human resource

Changes in power
R and D costs
Innovations
Launching the products
Partnerships

Cultural environment
What is culture?
Three modes of defining
culture:
General aspects
Enumeration
Classification

Defining culture by general

aspects

Something learnt
The elements are linked to each other
Inherited
Cannot be changed revolutionary, only
evolutionary

Defining culture by general

aspects

A country is not a culture

Stereotypes
Changing the culture
Having more cultures

Defining culture by enumeration

Herskovitss enumeration:

Material culture
Social institution
People and the universe
Estetics
Language

Defining culture by classification

Context of communication
high context cultures
low context cultures
explicit message
implicit message

Hofstedes classification
4 dimensions

Cultural differences in the

evedyday life

Ideologist - Pragmatic cultures

Associative and Abstractive cultures
Nature of the people
Nature and the people
Individualist and Collectivist cultures
Active and Passive cultures
Time

Cultural differences in the

evedyday life

Place
Communication
Values
Knowledge
Beliefs
Gifts
Food

Cultural differences in business

Structure of decision making
Participants
Objectives of the participants

Why are we against the other

cultures?
Cultural racism
Cultural resistance
Cultural opposition

How to integrate this knowledge

into the strategy?
Congruent strategy
Planned strategy
Not planned strategy

Customs
Cultural imperatives
Cultural exclusives
Cultural adiaphora

INTERNATIONAL
MARKETING
COMPANY WITH INTERNATIONAL
PLANS
MOTIVATORS
OBSTACLES
INTERNATIONAL MARKET(ING)
RESEARCH
MACRO AND MICRO ENVIRONMENT
METHODOLOGY

MACRO ENVIRONMENT

GEOGRAPHIC
POLITICAL
LEGAL
TECHNOLOGICAL
ECONOMIC
CULTURAL

MICRO ENVIRONMENT

COMPANY
COMPETITORS
CUSTOMERS
SUPPLIERS
PARTNERS
NEW ENTRANTS

COMPANY
STRATEGY
MISSION, VISION
COMPREHENSIVE
SWOT ANALYSIS
CLARIFYING THE
GOALS

COMPETITORS
IDENTIFYING
THEM
AREA OF
OPERATION
STRATEGY
STRONG AND
WEAK POINTS
TACTICS

CONSUMERS
IDENTIFYING
THEM
PREFERENCES,
TASTES
DEMAND
PRODUCT, PRICE,
PROMOTION
EXPECTATIONS

SUPPLIERS
DO THEY SUPPORT
OUR IDEA
QUALITY
QUANTITY
CONDITIONS
OR
WE NEED NEW
SUPPLIERS

PARTNERS
WILL THEY
MAINTAIN THE
STRONG
COLLABORATION
CAN THEY
FOLLOW US
CAN THEY ACCEPT
THE NEW
CONDITIONS

NEW ENTRANTS
EASY OR
DIFFICULT ENTRY
POSSIBLE NEW
CONDITIONS IN
THE INDUSTRY

METHODOLOGY OF
INTERNATIONAL MARKET
RESEARCH
DIFFERENCE BETWEEN MARKET AND
MARKETING RESEARCH
DYNAMIC OR STATIC ANALYSIS
QUANTITATIVE OR QUALITATIVE
INFORMATION
USE OF INFORMATION

THE PROCESS OF THE

RESEARCH
IDENTIFICATION OF THE OBJECTIVE OR
THE PROBLEM
IDENTIFICATION OF THE SOURCE OF
INFORMATION AND THE TECHNIQUE OF
INFORMATION COLLECTION
INFORMATION COLLECTION
INTERPRETATION OF THE INFO.
PRESENTATION OF THE RESULTS

OBJECTIVE OR PROBLEM
CONTINUOUS
RESEARCH

MICRO
ENVIRONMENT

PERIODIC
RESEARCH

MACRO
ENVIRONMENT

SOURCES OF INFORMATION AND

TECHNIQUE OF INFO. COLLECTION

SOU R CES OF I N FOR M ATI O N

P R I M AR Y I N FOR M ATI O N SECON DAR Y I N FOR M ATI O N M OSAI C I N FOR M ATI O N

PRIMARY INFORMATION
OWN OBJECTIVE OR PROBLEM
METHODOLOGY DEFINED BY US
DATA COLLECTION IS PERFORMED
BY OUR FIRM OR EMPLOYEES

PRIMARY INFORMATION

P R IM AR Y IN F O R M AT IO N
AS K IN G P E O P L E

O B S E R VAT IO N

E X P E R IM E N T AT IO N

ASKING PEOPLE
WHOM TO ASK?
INDIVIDUALS
ORGANISATIONS
EXPERTS

HOW TO ASK?

PERSONALLY
POST
TELEPHONE
COMPUTER
COMBINED

ASKING PEOPLE
WHAT TO ASK?
OMNIBUS
SPECIALISED
QUESTIONNAIRE

ASKING PEOPLE
PROBLEMS
NOT WILLING TO ASK
NOT ABLE TO ASK
HOW AND WHAT TO
ASK
HOW TO ORGANISE
HOW TO INTERPRET
SAMPLING
LANGUAGE SKILLS
MULTICULTURAL
ASKING

OBSERVATION
OBSERVE
CONSUMERS OR
USERS
PASSIVE
PARTICIPATION
USED USUALLY
TOGETHER WITH
OTHER FORMS

EXPERIMENTATION
LABORATORY
CONDITIONS
ONE PARAMETER IS
CHANGED
OTHER VARIABLES
ARE KEPT
CETERIS PARIBUS
EXPENSIVE!

SECONDARY INFORMATION
DIFFERENT OBJECTIVE OR PROBLEM
METHODOLOGY DEFINED BY SOMEONE
ELSE
DATA COLLECTION PERFORMED BY
SOMEONE ELSE
INTERNAL AND EXTERNAL
INFORMATION

INTERNAL INFORMATION
LETTERS
ORDERS
DOCUMENTS PREPARED BY THE
COMPANY
CERTIFICATES

EXTERNAL INFORMATION
EXTER NAL I N FOR M ATI O N
PR ODUCED ON THE DOM ESTI C M AR KET
PR ODUCED AB R OAD
AVAI L AB LE ON THE DOM ESTI C M AR KET AVAI L AB LE ON THE DOM ESTI C M AR KET

PR ODUCED AB R OAD
AVAI L AB LE AB R OAD

SECONDARY INFORMATION
PROBLEMS
NOMENCLATURE IS DIFFERENT
QUALITY OF THE INFORMATION
QUALITY OF THE METHODOLOGY

MOSAIC INFORMATION
IS COLLECTED ADDITIONALLY
SIDE INFORMATION
IS COLLECTED TO ACTUALISE AND
TO COMPLETE THE ALREADY
POSSESSED INFORMATION

COLLECT INFORMATION

INTERPRETATION OF THE
INFORMATION
ANALYSE THE INFORMATION
GAINED
INTERPRET THE INFORMATION
WORK WITH NUMBERS AND
FORMULATE ALTERNATIVES
EXPLAINE THE GIVEN
ALTERNATIVES

PRESENTATION OF THE
RESULTS
DISTRIBUTE THE
INFORMATION TO THE
USERS
EXPLAIN THE
ALTERNATIVES
CONDUCT A TWO
DIRECTION
COMMUNICATION
HELP THE USERS
INTERPRET THE INFO.

INTERNATIONAL
MARKETING

COMPANY
MOTIVATORS
OBSTACLES
INTERNATIONAL MARKET(ING)
RESEARCH
INTERNATIONAL MARKET
SEGMENTATION AND TARGETING

OBJECTIVE OF
INTERNATIONAL MARKET
SEGMENTATION
EFFECTIVE AND EFFICIENT
INTERNATIONAL MARKETING PLAN
ABILITY TO DIFFERENCIATE THE
COMPANY FROM THE COMPETITORS
POINT TO THE NEED TO CREATE A
NEW SEGMENT

PROCESS OF INT. MARKET

SEGMENTATION
IDENTIFICATION OF THE LEVEL OF THE
MARKET TO BE SEGMENTED
DETERMINATION OF THE VARIABLES USED
FOR SEGM.
CHOICE OF THE METHOD OF INT. MARKET
SEGMENTATION
IMPLEMENTATION OF INT. MARKET
SEGMENTATION
CHECKING THE VALIDITY OF RESULTS

IDENTIFICATION OF THE LEVEL OF

THE MARKET TO BE SEGMENTED

LEVEL OF THE PRODUCT

LEVEL OF THE PRODUCT CATEGORY
LEVEL OF THE NEED
LEVEL OF THE MONEY

VARIABLES OF
SEGMENTATION
VARIABLES THAT DESCRIBE THE
OBJECT OF THE SEGMENTATION
VARIABLES THAT DESCRIBE THE
RELATIONSHIP BETWEEN THE
OBJECTS OF THE SEGMENTATION AND
THE MARKETING MIX ELEMENTS

VARIABLES OF THE
OBJECTS

DEMOGRAPHIC
GEOGRAPHIC
POLITICAL
LEGAL
ECONOMIC
CULTURAL
PSYCHOGRAPHIC

A CULTURE BASED
CLUSTERING
17 EUROPEAN COUNTRIES ARE
SEGMENTED
HOFSTEDE DIMENSIONS
INDIVIDUALISM
UNCERTAINTY AVOIDANCE
POWER DISTANCE
MASCULINITY

The 17 European countries

Austria
Belgium
France
The Netherlands
Spain
Italy
Turkey
Greece
Germany
GB
Ireland

- Switzerland
- Portugal
- Denmark
- Sweden
- Norway
- Finland

THE CLUSTERS
CLUSTER 1.
IND: MED-HIGH
UNC: MED
POW: SMALL
MAS: HIGH

CLUSTER 2.
IND: VAR.
UNC:STRONG
POW:MED
MAS: LOW-MED

AUSTR., GER.,
SWITZ., ITALY, GB.,
IRELAND

BEL., FR., GREE.,

PORT., SP., TURKEY

THE CLUSTERS
CLUSTER 3.
IND: HIGH
UNC: WEAK, MILD
POW: SMALL
MAS: LOW
DEN., SWEDEN, FIN.,
NETHER., NORWAY

GLOBAL SEGMENTS

AGRARIAN HEARTLANDS
BLUE COLLAR SELF SUFFICIENCY
CAREER FOCUSED MATERIALISTS
DE-INDUSTRIAL LEGACY
EDUCATED COSMOPOLITANS
FARMING TOWN COMMUNITIES
GREYS, BLUES SEA, MOUNTAIN
HARDENED DEPENDENCY
INNER CITY MELTING POINT
LOWER INCOME ELDERLY
MIDSCALE METRO OFFICE WORKERS
NON-PRIVATE RESIDENCES
OLD WEALTH
SHACK AND SHANTY

PSYCHOGRAPHIC
SEGMENTATION FOR THE
BEER MARKET

SPORTIVE
MASCULINE
TAKES NO RESPONSIBILITY
NO CONSERVATISME
YOU ONLY GO AROUND ONCE IN
LIFETIME

VARIABLES FOR RELATIONSHIP

OBJECTS AND PRODUCT

BUYING SITUATION
LOYALTY
MOTIVATION
USER STATUS
USAGE RATE
ATTITUDE

VARIABLES FOR RELATIONSHIP

OBJECTS AND PRICE
LOW, MEDIUM OR HIGH PRICE PREFERENCES
PRICE SENSITIVITY

VARIABLES FOR RELATIONSHIP

OBJECTS AND PROMOTION
RATIONAL OR EMOTIONAL MESSAGES
MEDIA
MOTIVATION

VARIABLES FOR RELATIONSHIP

OBJECTS AND PLACE
SHOPPING PLACE PREFERENCES
DISTRIBUTION CHANNEL PREFERENCES

DO ANY BEST SOLUSTIONS EXIST?

NO!
IT ALWAYS DEPENDS!
BUT WE HAVE CRITERIA!
MEASURABILITY
ACCESSIBILITY
STABILITY IN TIME
RELATIONSHIP BETWEEN THE OFFER AND THE
VARIABLE
ACCEPTABLE SIZE
STRICT DIFFERING OF SEGMENTS

METHODS OF INT. MARKET

SEGMENTATION
METHOD THAT ACCEPTS THE
EXISTENCE OF NATIONAL
BOARDERS
INTERMARKETING SEGMENTATION
MICROSEGMENTATION

METHOD THAT ACCEPTS THE

EXISTENCE OF BOARDERS
2-PHASE SEGMENTATION:
FIRST THE GROUP(S) OF COUNTRIES
IS (ARE) SELECTED
SECOND THE GROUPS OF
INDIVIDUALS OR ORGANISATIONS
ARE SELECETD

ADVANTAGES OF THE
METHOD
SYSTEMATIC
IN CASE OF ERROR
WE CAN CORRECT
EASIER
COUNTS WITH THE
DIFFERENCES

DISADVANTAGES OF THE
METHOD
SEPARATES
COUNTRIES
NO POSSIBILITY
FOR STANDARDISATION
NO POSSIBILITY
FOR LEARNING
COSTS ARE HIGH

INTERMARKETING
SEGMENTATION
REGARDS THE WHOLE WORLD AS
ONE MARKET
BASED ON (A) WELL SELECTED
VARIBLE(S) WE CAN FIND GROUPS
OF PEOPLE WHO HAVE SIMILAR
BEHAVIOUR

ADVANTAGES OF THE
METHOD
POSSIBILITY TO
TRANSFER
KNOWLEDGE
COMPARE THE
BEHAVIOUR

DISADVANTAGES OF THE
METHOD
DOESNT COUNT
WITH THE
DIFFERENT
BACKGROUND OF
THE COUNTRIES
ENTIRE REPETING
IN CASE OF ERROR
COSTS ARE HIGH

MICROSEGMENTATION
DURING INTERNATIONAL MARKET
SEGMENTATION SEGMENTS OF ONE
OF FEW PERTICIPANTS ARE CREATED

ADVANTAGES OF THE
METHOD
BETTER FOCUS
SPECIALISATION
EFFECTIVE
MARKETING PLAN

DISADVANTAGES OF THE
METHOD
DANGEROUS
APPLICABLE ONLY
ON THE MARKET
OF
ORGANISATIONS

IMPLEMENTATION OF INT.
MARKET SEGMENTATION
ON THE SELECTED LEVEL OF THE
MARKET
WITH THE SELECTED METHOD
ON THE BASIS OF THE SELECTED
VARIABLES

HOW TO EVALUATE THE

OBJECTS ?
TWO TECHNIQUES
PARALLEL EVALUATION
- MATRIX FORMAT
SYSTEMATIC EVALUATION

CHECKING THE VALIDITY

OF THE RESULTS
APPLYING MORE THAN ONE
STATISTICAL METHOD, EG.
CLUSTER ANALYSIS + SPLIT HALF
METHOD

REPEATING THE PROCESS

PERIODICALLY

INTERNATIONAL MARKETING

COMPANY
MOTIVATORS
OBSTACLES
INTERNATIONAL MARKET(ING)
RESEARCH
INTERNATIONAL MARKET
SEGMENTATION AND TARGETING

INTERNATIONAL
TARGETING
AFTER THE CREATION OF THE
SEGMENTS
WE SELECT ONE OR MORE
SEGMENTS
TO WHICH WE WILL PAY ATTENTION

INTERNATIONAL MARKET
SEGMENTATION AND TARGETING
STRATEGIES

UNDIFFERENTIATED STRATEGY
DIFFERENTIATED STRATEGY
CONCENTRATED STRATEGY
MULTISEGMENTATION STRATEGY
NICHE STRATEGY

INTERNATIONAL MARKETING

COMPANY
MOTIVATORS AND OBSTACLES
INT. MARKET(ING) RESEARCH
INT. MARKET SEGMENTATION
MODES OF ENTERING THE INT.
MARKETS

MODES OF ENTERING
FOREIGN MARKETS
THE CHOICE DEPENDS ON THE

RISKS
COSTS
CONTROL
PRODUCT/SERVICE
MANAGEMENT
SITUATION - OPPORTUNITIES OR
THREATS

THE MODES OF ENTRY

PRODUCTION IN THE
DOMESTIC MARKET
SELLING IN THE
FOREIGN MARKETS
MODES
DIRECT
EXPOTRING
INDIRECT
EXPORTING

PRODUCTION AND
SELLING ON
FOREIGN MARKETS
MODES
LICENCING
CONTRACTUAL
MANUFACTURING
FRANCHISING
JOINT VENTURES
FDI

INTERNATIONAL
MARKETING

COMPANY
MOTIVATORS AND OBSTACLES
INT. MARKET(ING) RESEARCH
INT. MARKET SEGMENTATION
MODES OF ENTRY
INT. 4 PS

INTERNATIONAL PRODUCT
POLICY
PLANNING OF THE PRODUCTS
(SERVICES)
DEVELOPING THE PRODUCTS
(SERVICES)
MANAGING THE PRODUCTS IN THE
FOREIGN MARKETS

PLANNING THE OFFER

SAME PRODUCTS
(SERVICES) GLOBAL
ADOPTED
PRODUCTS
(SERVICES) MODIFIED
OR NEW PRODUCTS
(SERVICES)

GLOBAL STRATEGY
ONLY THE
BIGGEST AND
MOST AGGRESSIVE
COMPANIES
ECONOMIES OF
SCALE
GLOBAL IMAGE

MODIFIED STRATEGY
REASONS FOR
MODIFYING THE
STRATEGY
HOW TO
CHANGE
WHAT TO
CHANGE

REASONS FOR CHANGE

DIFFERENCES IN
CUSTOMS
USAGE OF THE PRODUCTS/SERVICES
LEGAL PLATFORM
QUALITY REQUIREMENTS
INFRASTRUCTURE
CULTURE
BIOLOGICAL PARAMETERS

HOW TO CHANGE
INTERNAL CHANGE
MATERIAL,
TECHNICAL,
FUNCTIONAL
CHANGE
EXTERNAL CHANGE
QUALITY, SHAPE,
COLOUR, SIZE,
SERVICE

NECESSARY CHAGE
ELECTRONIC OR
LEGAL
REQUIREMENTS
OPTIONAL CHANGE

WHAT TO CHANGE
CORE PRODUCT / SERVICE
ACTUAL PRODUCT/ SERVICE
AUGMENTED PRODUCT/SERVICE
+ ROLE OF MODULES

NEW OFFER
TO RESPOND TO
THE DIFFERENT
NEEDS AND
CONDITIONS
FOR MOST OF THE
COMPANIES

HOW TO DEVELOP NEW

PRODUCTS AND SERVICES

IDEA GENERATION
NEED ANALYSIS
SOCIETAL ANALYSIS
BUSINESS ANALYSIS
MARKETIBILITY
STUDY
COMPATIBILITY
STUDY

HOW TO DEVELOP NEW

PRODUCTS AND SERVICES
PHYSICAL
DEVELOPMENT
AND TESTING
TEST-MARKETING
CONCEPT-TEST
TECHNICAL-TEST
MARKET-TEST

LAUNCHING THE
PRODUCT/SERVICE

THE NEWNESS
NEW FOR THE
COMPANY
NEW FOR THE
MARKET
CONGRUENT
INNOVATION
CONTINUOUS INN.
DYNAMIC INN.
BREAKING INN.

PLANNING THE STRUCTURE

DEPTH
WIDTH
MARKET
POSITIONING!

BRANDING
BRAND NAMES
FAMILY OR
INDIVIDUAL
BRAND NAMES
PRIMARY AND
SECONDARY
BRANDS
SELF
CANNIBALISATION

BRANDING - DECISIONS
TO USE BRAND
NAMES OR NOT
IF YES,
OWN BRAND NAM
DISTRIBUTORS
BRAND NAME
OTHER

IF OWN,
IN ONE MARKET
IN MORE MARKETS

BRANDING - DECISIONS
IF IN ONE MARKET
1 BRAND NAME
MORE BRAND
NAMES

IF IN MORE
MARKETS
LOCAL BRAND
NAMES
GLOBAL BRAND
NAMES

CRITERIA OF BRAND
NAMES

PRONOUNCABLE
RETAINABLE
NOT MISUNERSTANDING
SHORT
RESULT IN POSITIVE BRAND
ASSOCIATION
WRITTEN AND ORAL FORM SHOULD BE
SIMILAR

PACKAGING
DOUBLE
PACKAGING
DIFFERENT AS,
DELIVERY
CUSTOMS
LEGAL
REQUIREMENTS
CULTURAL DIFF.
ECONOMIC DIFF.

FURTHER QUESTIONS
WARRANTY
NOTE FOR APPLICATION
AFTER SALE SERVICE
SAME OR ADOPTED?

INTERNATIONAL
PROMOTION POLICY
INTERNATIONAL PLANNING
INTERNATIONAL IMPLEMENTATION
MANAGEING THE PROMOTIONAL
STRATEGY IN INTERNATIONAL
MARKETS

INTERNATIONAL
PROMOTION
PROMOTION IS NOT ONLY FOR
CONVINCING AND MANIPULATING
PEOPLE BUT FOR INFORMING THEM
AND FOR COMMUNICATING WITH
THEM AS WELL!

ELEMENTS OF PROMOTION

ADVERTISING
SALES PROMOTION
PUBLICITY
DIRECT SELLING

ADVERTISING
STRENGTH OF
SOURCE
CREDIBILITY OF
SOURCE
PRESTIGE OF
SOURCE
HOMOPHILY

OBJECT OF ADVERTISING

BRAND
PRODUCT
FIRM
COUNTRY

NEW PHENOMENA IN
ADERTISING
PATTERN
ADVERTISING
PAN EUROPEAN
ADVERTISING
PAN EAST
EUROPEAN
ADVERTISING

FACTORS TO DETERMINE
WHAT TO SAY
WHAT TO ADVERTISE
HOW TO SAY IT
RATIONAL OR EMOTIONAL MESSAGES
WITH THE USAGE OF WHO OR WHAT TO SAY IT
FAMOUS OR EVERY DAY PEOPLE OR THINGS
HOW TO DETERMINE WHAT TO DO

SALES PROMOTION

PRICE REDUCTION
SALE
CUPONS
TRIAL
PAY FOR ONE,
RECEIVE TWO
GIFT
GAME

WHEN TO USE SP?

WHEN LAUNCHING A NEW PRODUCT OR
SERVICE ON THE MARKET
TO MAKE THE PEOPLE TRY THE PRODUCT
MAKE THE PEOPLE TRY A NEW RETAIL
SHOP OR SELLING FORM
CONVINCE THE RETAILERS TO HOLD THE
PRODUCT OR OFFER THE SERVICE

WHEN TO USE SP?

SHORT TERM EFFECT
USED TOGETHER WITH ADVERTISING
INFLUENCE THE TIMING OF THE
BUYING
EFFICIENCY OF THE USAGE OF SP
CAN BE REDUCED IF OFTEN USED

SPONSORING
GOOD CHOICE OF THE
EVENT WHAT WE
SPONSOR
POSITIVE IN THE EYE
OF THE CUST.
CONNECTION
BETWEEN THE EVENT
AND OFFER
CONN. BETWEEN THE
EVENT AND TARGET
MARKET

PUBLICITY
CHEAP WAY OF MAKING THE PEOPLE
TALK AND WRITE ABOUT OUR OFFER
OR COMPANY
TIMING IS OF CRITICAL IMPORTANCE
DIRECT PAYMENT IS MISSING

DIRECT SELLING
DIRECT - PERSONAL COMMUNICATION
THE CHANNEL IS THE PERSON - WHO
HAS TO SELL HIM(HER)SELF
ACTIVE PARTICIPATION IS NEEDED AS
THE CHECKING OF THE CUSTOMERS
UNDERSTANDING AND ACCEPTANCE
IS NECESSARY.

INTERNATIONAL
PROMOTION STRATEGIES
PUSH
PULL
GRAVITATION

STANDARDISATION OR
DIFFERENTIATION?
WE PREFER THE STANDARDISED
VERSION, AS
CREATIVE IDEAS
COSTS
SYNERGIE
GLOBAL IMAGE

INTERNATIONAL PRICING
POLICY
INTERNATIONAL PLANNING
INTERNATIONAL IMPLEMENTATION
INTERNATIONAL MANAGEMENT OF
THE PRICES

PRICE PLANNING
OBJECTIVE OF PRICE SETTING
METHODS OF PRICE SETTING

OBJECTIVES OF PRICE
SETTING

PROFIT
SALES VOLUME
MARKET SHARE
IMAGE TRANSFER
IMAGE

METHODS OF PRICE
SETTING
BASED ON INTUITION

BASED ON
CALCULATION

OBJECTIVE ORIENTED
DIFFERENTIATED
SALES PROMOTION
COST PLUS
INTENTION ORIENTED
(PEN-SKI)
PSYCHOLOGICAL

DIFFERENTIATION OR
STANDARDISATION
3 POSSIBILITIES:
STANDARDISED
DUAL
DIFFERENTIATED
TECHNIQUE AND LEVEL

MANAGEING
INTERNATIONAL PRICES
MEASURE THE EFFICIENCY OF THE
PRICES
COMPARE THE RESULTS WITH THE
SET OBJECTIVES
METHODS:
MULTI VARIATE STATISTICS
MOTIVATION ANALYSIS

INTERNATIONAL
DISTRIBUTION CHANNEL
POLICY
INTERNATIONAL PLANNING
INTERNATIONAL IMPLEMENTATION
INTERNATIONAL MANAGEMENT OFT
THE CHANNELS

INTERNATIONAL PLANNING
OF THE D. CH.
DIRECT OR INDIRECT CHANNELS TO
USE?
INTENSITY OF DISTRIBUTION
CHANNEL DESIGN
STANDARDISED OR DIFFERENTIATED
MESSAGE

DIRECT OR INDIRECT?
IT DEPENDS ON:
AVERAGE COSTS
OF DISTRIBUTING I
UNIT
DELIVERY TIME
EXPECTATIONS
PRODUCT/SERVICE
FACILITIES
CONDITIONS

INTENSITY OF
DISTRIBUTION
EXCLUSIVE
SELECTIVE
INTENSIVE

CHANNEL DESIGN

MARKET COVERAGE ASPECTS

PRODUCT CHARACTERISTICS
CUSTOMER SERVICE ASPECTS
PROFITABILITY

MARKET COVERAGE
ASPECTS

CUSTOMER BUYING BEHAVIOUR

INTENSITY OF DISTRIBUTION
CHANNEL STRUCTURE
CONTROL

PRODUCT
CHARACTERISTICS

VALUE OF THE PRODUCT

TECHNICALITY
MARKET ACCEPTANCE
SUBSTITUTABILITY
BULK, STEWABILITY
PERISHABILITY
MARKET CONCENTRATION
SEASONABILITY
WIDTH AND DEPTH

CUSTOMER SERVICE
ASPECTS
AVAILABILITY
ORDER CYCLE
COMMUNICATION

PROFITABILITY ASPECTS
ESTIMATION OF COSTS AND
REVENUE
OPPORTUNITY COSTS
MARKET SEGMENT MARGIN
ESTIMATION FOR FUTURE

CHANNEL STRUCTURE
BASED ON THE FOUR DIMESIONS
MAKE A DECISION ABOUT THE
LENGTH OF THE CHANNEL
PARTICIPANTS OF THE CHANNEL
WAY OF MEASURING THE
PERFORMANCE OF THE
PARTICIPANTS

STANDARDISATION OR
DIFFERENTIATION
HOW TO LINK THE NATIONAL
CHANNELS TO EACH OTHER?
HOW TO COMPARE THE
PERFORMANCE DATA?
POSSIBILITY FOR STANDARDISED
MEANS OF DELIVERING GOODS TO
INTERNATIONAL CUSTOMERS

ORGANISATIONAL
FRAMEWORK
WHAT DEPARTMENT OR WHO IS
RESPONSIBLE FOR THE
INTERNATIONALISATION?
WHAT ARE THE COMMUNICATION LINKS
INSIDE THE COMPANY?
HOW TO FIND THE BEST PEOPLE FOR THE
INTERNATIONALISATION PROJECT?
HOME - HOST - THIRD COUNTRY PEOPLE?

SELECTION CRITERIA FOR

FOREIGN ASSIGNMENTS
COMPETENCE FACTORS

TECHNOLOGICAL KNOWLEDGE
LEADERSHIP ABILITY
EXPERIENCE, PAST PERFORMANCE
AREA EXPERTISE
LANGUAGE

SELECTION CRITERIA FOR

FOREIGN ASSIGNMENTS
ADAPTABILITY FACTORS

INTEREST IN FOREIGN WORK

RELATIONAL ABILITIES
CULTURAL EMPATHY
APPRECIATION OF NEW MANAGEMENT
STYLES
APPRECIATION OF NEW ENVIRONMENTAL
CONSTRAINTS
ADAPTABILITY OF FAMILY

SELECTION CRITERIA FOR

FOREIGN ASSIGNMENTS
PERSONAL CHARACTERISTICS

AGE
EDUCATION
SEX
HEALTH
,ARITAL RELATIONS
SOCIAL ACCEPTABILITY

CULTURAL SHOCK

INITIAL EUPHORIA
IRRITATION AND HOSTILITY
ADJUSTMENT
REENTRY

REPATRIATION
PROFESSIONAL
PERSONAL

COMPENSATION
BASE SALARY AND SALARY
RELATED ALLOWANCES
(HARDSHIP ALL., COLA, HOUSING ALL.)

NONSALARY RELATED ALLOWANCES

(MOBILITY ALL., TRAVEL EXP., EDUCATION
ALL.)

GREEN MARKETING
ENVIRONMENTALISTS
MEDIA
== CONSUMERS NEW PREFERENCES

GREEN CONSUMERS
LOOK FOR PRODUCTS
PACKAGED IN RECYCLABLE MATERIALS
NOT EXCESSIVELY PACKAGED
PERCEIVED AS ENVI. FRIENDLY
MADE FROM RECYCLED MATERIALS
THAT DONT CONTAIN DYES OR TOXIC
MATERIALS
THAT ARE NOT PACKAGED IN FOAM

INTERMARKETING
SEGMENTS OF PEOPLE
GREEN LEADERS
TRUE BLUE GREENS
GREEN BACK GREENS

GREAN FOLLOWERS - SPROUTS

NONENVIRONMENTALISTS
GROUSERS
BASIC BROWNS

TYPES OF COMPANIES

IGNORE THE GREEN

PASS AS GREEN
GENUINE GREEN
PROGREEN
4RS: RETHINKING LIFESTYLES, REFUSE
PRODUCTS CONTAINING A LOT OF
RESSOURCES, REUSE THE PRODUCTS,
RECYCLE PACKAGING

MARKETING ASPECTS
PRODUCT: GREEN IN ALL PHASES
PRICE: COMPETITIVE, AS
STANDARDISED GREEN PRODUCTS
ARE MANUFACTURED
PROMOTION: TO INFORM AND
EDUCATE
PLACE RECYCLING CENTERS, OR
MANUF. PROGRAMS

COUNTRY OF ORIGIN
EFFECTS
AFFECT TRANSFER PROCESS
COGNITIVE MEDIATION PROCESS
PURCHASE INTENTION EFFECT

STRATEGIES TO MINIMISE
THE INFLUENCE
AFFECT TRANSFER PROCESS
- DEMONSTRATE THE USAGE OF
PRODUCTS COMING FROM C.X.
COGNITIVE MEDIATION PROCESS
- DEMONSTRATE THE ATTRIBUTES OF
PRODUCTS
PURCHASE INTENTION PROCESS
- BECOME NATIONAL!

GREY MARKETING
MARKETING?
DUE TO THE:
INFORMATION
GLOBAL BRANDS

THREE POSSIBILITIES
REIMPORTATION
PARALLEL IMPORTATION
LATERAL IMPORTATION

CONSEQUENCES OF GREY
MARKETING
POSITIVE CONSEQUENCES
NEW TARGETS

NEGATIVE CONSEQUENCES
IMAGE
RELATIONSHIP WITH DISTRIBUTION
CHANNEL MEMBERS
SELF CANNIBALISATION

INTERNATIONAL
MARKETING PLAN

THE STRUCTURE OF THE

INTERNATIONAL MARKETING PLAN
1. BRIEF SUMMARY OF THE
MANAGER/OWNER
READER - EMPLOYEE, PARTNER,
AUDITOR, FINANCIAL INSTITUTION
OBJECTIVE, REASON

2. THE COMPANY
HISTORY
PARAMETERS
3. MOTIVATORS AND OBSTACLES
MACRO AND MICRO MOTIVATORS
INTERNAL AND EXTERNAL OBSTACLES
4. INTERNATIONAL MARKET RESEARCH
OBJECTIVE
METHODS

5. REVIEW OF THE MICRO AND MACRO

ENVIRONMENT
MICRO ENVIRONMENT
COMPETITORS,
NEW ENTRANTS,
SUBSTITUTES,
POWER OF THE CLIENTS
POWER OF THE SUPPLIERS

 MACRO ENVIRONMENT
GEOGRAPHICAL
ECONOMIC
POLITICAL
LEGAL
TECHNOLOGICAL
CULTURAL

6. INTERNATIONAL MARKET SELECTION

INTERNATIONAL MARKET SEGMENTATION
INTERNATIONAL TARGETING
7. MODE OF ENTRY

8. MARKETING MIX

PRODUCT / SERVICE
PRICE (COST)
PROMOTION
DISTRIBUTION CHANNEL

9. ORGANISATIONAL FRAMEWORK

10. SCHEDULING
11. BUDGETING
12. EFFECT STUDY
13. CONCLUSION