MARKETING PRINCIPLES

GROUP 1
TAMMY
KATHERINE
JESSICA
MARK
FROST
FRED

DIFFERENCES BETWEEN BUSINESS

TO BUSINESSES AND TO CONSUMERS
IN MARKETING

BUSINESS TO BUSINESSES (B2B)

The transaction between a business to other

businesses
Small target market
Multi-step of buying process, longer sales cycle
Buying decision base on the business value.
E.g. CIE buys materials and tools of teaching for the
lecturers.

BUSINESS TO CUSTOMERS (B2C)

The transaction between the business to the final

customers
Large target market
Single step of buying process, shorter sales cycle
Emotional buying base on status, desire or price.
E.g. Students have to pay the fee for the study
programs of CIE.

The difference between B2B &B2C

DOMESTIC MARKETING
vs.
INTERNATIONAL MARKETING

Domestic & International Marketing

DOMESTIC MARKETING

Domestic marketing is the selling of a company

products within a local financial market.

It deals with only one set of competition and

economic issues which make it more convenient to

do.

INTERNATIONAL MARKETING

International marketing is the promotion and sale of

a company products to consumers in different

countries.
It is very complex and requires a huge amount of

financial resources.

DIFFERENCES BETWEEN INTERNATIONAL MARKETING

AND DOMESTIC MARKETING

International
Marketing

Domestic Marketing

Competition

International Trade is subject

to intense competition

Competition is not as intense

as it is in international
marketing

Documentation

subject to complex
documentation

not involve much of

documentation

Mode of Payment Letter of credit

Cash, Cheques

Society and
Culture

Relatively homogeneous
market
Similar purchasing habits

Fragmented, diverse markets

Diverse purchasing habits

DIFFERENCES BETWEEN INTERNATIONAL MARKETING

AND DOMESTIC MARKETING

International
Marketing

Domestic Marketing

Barriers

characteristics by tariff and

non tariff barriers

no restrictions

Currencies

different currencies

same currencies

Government
Interference

high degree of government

interference

interference is zero or
minimum

INTERNATIONAL MARKETING
Invest to developing countries (Laos, Cambodia,

Indonesia)
Prepare marketing plans by local language
Calculate tuition fee by local currency
Analyze regional governments policies
Analyze competitive advantages compared to other
competitors.