INTERNATIONAL

MARKETING
MODULE-4
 Quality and global standards – business
services – trade show’s crucial part of business
to business marketing – relationship markets
in business to business context
Quality and global standards
Qualityis defined by the buyers
Universal Standard
Quality is defined by the buyers

One important dimension of quality is

how well a product meets the specific
needs of the buyer.
 Short of performance poor Quality
 Exceeds performance expectation is also
a poor quality
Universal Standard

A lack of Universal standards is another

problem in international sales of industrial
product.
 International electrotechnical commission
 International organization for
standardization
 ITU
Business Services
AfterSales Service
Other Business Services
Trade shows: A crucial part of Business-
to- Business Marketing

A trade fair or trade show is an exhibition

organized so that companies in a specific
industry can showcase and demonstrate their
latest products and service thereby studying the
activities of rivals and examining recent market
trends and opportunities.
 Trade shows serve as the most important vehicles for
selling products, reaching prospective customers, contacting
and evaluating potential agents and distributors, and
marketing in most countries.
 European trade shows attract high-level decision makers
who are not attending just to see the latest products but are
there to buy.

 Trade shows provide the facilities for a manufacturer to

exhibit and demonstrate products to potential users and to
view to competitor’s products. They are an opportunity to
create sales and establish relationships with agents,
distributors, franchisees and suppliers that can lead to more
permanent distribution channel in foreign markets.
 In fact, a trade show may be the only way to reach some
prospects. Trade show experts estimate that 80-85% of the
people seen on a trade show floor never have a salesperson
call on them.

 Most recent trade show organized- Havana International Fair.

 EVENT DETAILS:
− Havana International Fair-[2010]
− Venue: Havana International Exhibition Centre, Havana,
Cuba
− Date: Nov 01, 2010 - Nov 06, 2010
− Industry Focus: Household Consumables
IMPORTANCE OF TRADE SHOWS
The best way to increase your business networking and growth is
to make your products visible to target customers and for this,
trade fairs are the best place. Companies can showcase their latest
products in front of visitors to avail the business opportunities.

Itis more than just a marketing tool as the entire marketplace is at

your fingertips. A well organized Trade shows delivers following
benefits-

Business lead generation - from buyers, distributors, agents

Market Intelligence - get competitor insights, market trends,
innovation previews
Exposure - media, speaking opportunities, in-show awards
Opportunity to interact with various service providers, industry
associations, logistics partners, marketing channels etc.
 When it comes to effectiveness and efficiency, trade fairs
are the communication tool of choice as they allow
companies to interact with customers one-to-one and
collect live market feedback.

 It gives participants comprehensive market information

and serves as a platform for business contacts.
 FOR NEW TRADERS-
A trade fair has all the promotional benefits that a new trader
can hope for. Besides being extremely effective, it is also
comparatively cheaper to become a part of a trade show and
promote your product as compared to full-fledged advertising.
These aspects of trade shows are the main reason why more
and more new traders are getting hooked to the trade events.

 Face to Face interactions with the end users

− A trade fair open to the end users can really benefit a new
trader. The trader can interact and understand the psyche of the
consumer and can use the inputs of the general public to
further enhance the quality of his products. Moreover, the
exhibitor can also use live demonstrations as a tool to impress
the prospective buyers. This can give an edge to the exhibitor
over his competitors and make the product a huge hit amongst
the consumers.
 New tie ups with other companies

− A trade fair generally host a large number of exhibitors

under one roof. There are meetings and conferences
dedicated to the group of exhibitors. Through such meetings
a new exhibitor can gain a lot of knowledge about the
industry. Besides gaining information about the industry
trends and other important news, he can also impress the
other major players by his own goals and work plans for the
future. This can lead to future joint ventures and tie up with
other companies which can further develop his own
organization to a higher level.
TRADE SHOWS-
INDIAN
PERSPECTIVE
INDIA TRADE PROMOTION
ORANISATION
 India Trade Promotion Organisation (ITPO) is the nodal
agency of the Government of India for promoting the
country's external trade. ITPO, during its existence of nearly
three decades, in the form of Trade Fair Authority of India
and Trade Development Authority, has played a proactive
role in catalysing trade, investment and technology transfer
processes.

 ITPO approves holding of international trade fairs in India

and regulates holding of various expositions in India
primarily to avoid any duplication of efforts while ensuring
proper timing. It manages India's world class exhibition
complex which is constantly upgraded to keep it in a high
standard of readiness.
 Its promotional tools include organizing of fairs and
exhibitions in India and abroad, Contact Promotion
Programmes, Product Promotion Programmes, Promotion
through Overseas Department Stores, Market Surveys and
Information Spreading.

 Itis in the heart of India’s capital- New Delhi- Pragati

Maidan.
 Regional offices- Bangalore, Chennai, Kolkata and Mumbai
 Overseas offices- New York, Frankfurt, Tokyo, Moscow and
Sao Paulo.

 Trade fair is quite popular among Indian manufacturers and

exporters - a fact evident from resounding success of Indian
Trade Promotion Organization (ITPO) who organizes more
than 50 trade fairs and exhibitions every year.
FORTHCOMING
S.No. Name of Fair
FAIRS
Date
IN INDIA
Products on
Display
1 India International Trade Nov. 14 - 27, 2010 Multi-products and
Fair   multi-sector show
2 “Theme – Energytech & 14-27 November, “Clean and Engery
Enviortech” – Hall No. 1 2010 Efficient
(The Theme Pavilion) Technology,
products and
Services”
3 Delhi Book Fair Dec. 25, 2010 – Books,
Jan. 2, 2011 publications,
journals
4 Print Pack & Signage India Jan. 16-21, 2011 Printing and
packaging
machinery,
 equipment &
technologies
5 Aahar International Food Aug. 25-27, 2011 Food, processed
Fair food, hotel &
restaurant
equipment &
supplies
GEO INDIA 2011
 Event Name: Geo India
 Date: 12 - 14 January 2011
 Venue: India Expo Centre and Mart
 City/State: Noida, New Delhi
 Country: India

Event Profile-
 Geo India is an exhibition aimed at unveiling the opportunities and
challenges in the area of geosciences products & services. It is an
initiative by Arabian Exhibition Management, to bring together the
stalwarts in the field of geosciences to display the latest
advancements in technology and innovations.
 Geo India 2011 is slated to attract NOCs , IOCs and other major
operating companies. The exhibition will facilitate exchange of
information and ideas to tap the latent potential of hydrocarbons in
the country and also explore the available business opportunities in
this sector.
Highlights of the Event-

• It is the largest display of geo sciences products in India

• About 200 technical papers and poster presentations can be
witnessed during the conference
• Geo India 2011 will focus on exploring challenges and
opportunities in the Geo sciences areas and will be a meeting
ground for experts from all over the world
• Workshops and field trips will also be organized to provide
exchange of ideas and knowledge about the sector
Exhibitor’s Profile-
• Chemical Services
• Computer Graphics
• Computers
• Well Treatment

Visitor’s Profile-
• Geologists
• Geophysicists
• Geochemists
• Reservoir engineers
• Senior international oil company representatives
• Senior national oil company representatives
RELATIONSHIP MARKETING IN
BUSINESS-TO-BUSINESS CONTEXTS

Relationship marketing is a strategy designed to

foster customer loyalty, interaction and long-term
engagement. It focuses more on customer retention
than customer acquisition. This approach often
results in increased word-of-mouth activity, repeat
business and a willingness on the customer’s part to
provide information to the organization.
.
 Industrial products fit into a business or manufacturing
process, and their contributions will be judged on how well
they contribute to that process.
 The industrial customer’s needs in global markets are
continuously changing and suppliers offerings must also
continue to change.
 The objective of relationship marketing is to make the
relationship an important attribute of the transaction thus
differentiating oneself from competitors.
 It shifts the focus away from price to service and long-term
benefits. The reward is loyal customers that translate into
substantial long-term profits.
THANK YOU…
PRESENTED BY:
MANJRI VARU
SHRIKANT KUMAR