OHT 23.

1

International marketing

Brassington and Pettitt: Principles of Marketing, 3rd Edition

© Pearson Education Limited 2003

European scale. World scale. 3rd Edition . Regional scale. © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing. • • • • National scale.OHT 23.2 International marketing approaches (Lynch 1994) • Local scale.

1 Brassington and Pettitt: Principles of Marketing.3 Reasons for internationalisation Figure 23.OHT 23. 3rd Edition © Pearson Education Limited 2003 .

4 Differences which require particular attention • • • Cultural differences. © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing. Political and legal factors.OHT 23. • • • • Values and attitudes. Social structures and customs. Technological factors. Economic and competitive factors. 3rd Edition . Language.

3rd Edition © Pearson Education Limited 2003 .2 Source: Adapted from Mead (1990) Copyright 1990 © John Wiley & Sons Limited.OHT 23. Reproduced with permission. Brassington and Pettitt: Principles of Marketing. conventions and etiquette Figure 23.5 Culture.

3 Brassington and Pettitt: Principles of Marketing. 3rd Edition © Pearson Education Limited 2003 .6 Selecting international markets Figure 23.OHT 23.

4 Brassington and Pettitt: Principles of Marketing.OHT 23.7 Factors influencing market entry method Figure 23. 3rd Edition © Pearson Education Limited 2003 .

5 Brassington and Pettitt: Principles of Marketing.OHT 23. 3rd Edition © Pearson Education Limited 2003 .8 Market entry methods Figure 23.

Brassington and Pettitt: Principles of Marketing. 3rd edition. Walsh (1993). Financial Times Pitman Publishing (Pearson Education).9 Investment Figure 23. 3rd Edition © Pearson Education Limited 2003 .6 Source: Adapted from International Marketing.OHT 23.

OHT 23.7 Brassington and Pettitt: Principles of Marketing. 3rd Edition © Pearson Education Limited 2003 .10 Successful joint venture partnerships Figure 23.

11 International marketing strategy • Define and select target groups. 3rd Edition © Pearson Education Limited 2003 . Brassington and Pettitt: Principles of Marketing.OHT 23. Select marketing mix to suit foreign market. • • Position the product(s).

OHT 23. 3rd Edition © Pearson Education Limited 2003 .12 Standardisation or adaption Figure 23.8 Brassington and Pettitt: Principles of Marketing.

• • Mode of entry. • • • Marketing communications.OHT 23.13 Adaption pressures • • • Customer needs. Regulations. Distribution channels. © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing. Product positioning. 3rd Edition . Packaging and communication. Practical considerations.

Brassington and Pettitt: Principles of Marketing. • Degree of adaption or standardisation.OHT 23. Mobile customers.14 Standardisation pressures • • • Identified international segment. Economies of scale. 3rd Edition © Pearson Education Limited 2003 .

what will the market bear? What cost structures are affected by export? Place . 3rd Edition .to suit local foreign environments. Promotion .OHT 23.can a product be sold across a range of international markets or does it need to be adapted for local needs? Price .how do foreign markets distribute? Tailoring delivery sizes and frequency to suit foreign channels.15 International marketing mixes • Product . © Pearson Education Limited 2003 • • • Brassington and Pettitt: Principles of Marketing.