INTERNATIONAL MARKETING & EXPORT MARKETING
May 18, 2005
MARKET ± The set of all actual and potential buyers of a product or service.
MARKETING --Total system of business activities designed to plan, price, promote and distribute wantsatisfying products and services to target markets to achieve organizational objective.
DOMESTIC MARKETS ± buyers in a country, including consumers, producers, resellers and government agencies. INTERNATIONAL MARKETS -- Buyers found abroad, including foreign consumers, producers, resellers and governments.
INTERNATIONAL MARKETING ± The activities or an organization to market its products in two or more countries. Performance of business activities designed to plan, price, promote and direct the flow of a company¶s goods and services to consumers or users in more than one nation for a profit.
GLOBAL MARKETING ± Companies treat the world, including their home market as one market. Market segmentation is not on national borders but on demographics like age, income level etc. Companies involve in global marketing generate more than half of its revenue from foreign markets.
DOMESTIC MARKETING Performance of business activities designed to plan, price, promote and direct the flow of a company¶s goods and services to consumers or users in a country for a profit. INTERNATIONAL MARKETING Performance of business activities designed to plan, price, promote and direct the flow of a company¶s goods and services to consumers or users a profit.
in more than one nation for
The key phrase is ³in more than one nation´
INTERNATIONAL MARKETING The difference is the environments in which the marketing plans are implemented. Controllable elements : product, price, promotion and distribution Uncontrollable elements : Competition, legal restraints, government controls, weather etc. In international marketing adapting or adjusting to uncontrollable elements is the name of the game. You can get the standards set by governments, amended; if you have sound reason and salesmanship ± exceptional cases.
Experience in Iran and Poland.
INTERNATIONAL MARKETER has to work on a: Controllable elements - 4 Ps
b: Uncontrollable elements of home country C: Uncontrollable elements of each foreign country Each foreign country has different sets of uncontrollable elements. Solution to a problem in one country may not be applicable to similar problem in another country. Successful marketers design a marketing program for optimal adjustment to the uncertainty of the business climate.
MARKETING DECISION FACTORS a: Controllable factors 4 Ps
Marketer can adjust the controllable factors to achieve its objectives ± long term or short term« b: Uncontrollable DOMESTIC environments Government policies towards other countries Ban on trade with Israel. Favorable conditions for Sri Lanka SAARC, EU, RCD Economic conditions in the base country ± encourage Investment home and abroad««. Competition in domestic or home market.
c: Aspects of uncontrollable FOREIGN environments Conditions in UAE , emirates and free trade zones You need local partner in emirates but not in free zone Business with ³legal person´ thru ³legal representatives´ of legal Chinese. Technology level in the country - can they maintain the equipment or need a ³lower generation´ equipment. Political and legal issues - ³alien status´ of ex-pats. ³alien culture´ of the host country. Legal procedures and parallel systems ± grey areas, double accounts, under the table etc.
ADAPTATION of environment - a MUST Uncontrollable elements constitute a business culture. Culture has a very strong impact on business environments. Easier to adjust in domestic market, because we are a part of the culture. For foreign markets, marketers must develop frame of reference based on domestic culture - white color, punctuality, personal talk etc. etc.