Marketing approach

BSBMKG606 Manage international marketing programs

Session 3
Purpose of this presentation
At the end of this session, you should know how to:
Assess market factors.
Determine marketing approaches.
Determine marketing structures.

© 2011 Innovation and Business Industry Skills Council Ltd.

Market factors
Market conditions.
Business culture.

Political
Legal
Cultural
Economic
Techno-logical

© 2011 Innovation and Business Industry Skills Council Ltd.

Marketing approaches
Adaptation.
Standardisation.
Management orientation
Cultural adaptations.
Attitudes.
Segmentation. Ethnocentric Polycentric

Regiocentric Geocentric

© 2011 Innovation and Business Industry Skills Council Ltd.

Marketing structures
Examples of modes of entry into a foreign market:
Direct or indirect exporting.
Product licensing.
Franchising.
Direct investment.
Joint venture.
Merger or acquisition.
Greenfield operation.
Strategic alliances.

© 2011 Innovation and Business Industry Skills Council Ltd.

Progress check
You should now be able to:
Assess market factors.
Determine marketing approaches.
Determine marketing structures.

© 2011 Innovation and Business Industry Skills Council Ltd.