November 16, 2020

GLOBAL
MARKETI
NG AND
R&D
Team 8: Nguyễn Thị Yên
Vũ Thị Mai
Phạm Đoàn Trà My
PRESENTATIO • Marketing Mix
Product Attributes

N SUMMARY Distribution Strategy

Communication Strategy
TOPICS COVERED Pricing Strategy
TODAY • International Market Research
• New Product Development
• Case Study
• Review Question

McDowell Tech | March 2020

 What is marketing mix
Combination of product of attributes, distribution strategy, communication
strategy, and pricing strategy

Theory Market
Theodove Segmentation
Levett

Identifying distinct group of customer whole purchasing

World is moving global market,
behavior differ from other in important ways
standardization is not possoble
Markets can be segmented by:
Standardized marketing
• Geography
• Demography (sex, age, income, race, education level …)
Yes No • Sociocultural factors (social class, values, religion, lifestyle …)
If gain economic of scalescultural different • Psycho-logical factors (personality)
PRODUCT
ATTRIBUTES
A product is like bundle attributes

How Do Product Attributes InFluence Marketing Strategy?

• A product can be viewed as a bundle of attributes.
• Products sell well when their attributes match consumer
needs (and when their prices are appropriate).
• Consumer needs depend on
Product Attributes
CULTURAL
DIFFERENCES
• Countries differ along a
whole range of dimensions,
including social struc-ture,
language, religion, and
education.
• The most important aspect
of cultural differences is
probably the impact of
tradition. Tradition is
particularly important in
foodstuffs and beverages.
. force firms to customize
ECONOMIC PRODUCT AND
DEVELOPMENT TECHNICAL
STANDARDS
• Consumers in highly • Differing government-
developed countries mandated product
tend to demand a lot standards can rule out
of extra performance mass production and
attributes. marketing of a
• Comsumers in less standardized product.
developed nations • Differences in technical
tend to prefer more standards also con-
basic products. strain the globalization
of markets.
• National differences can
the marketing mix.
 RETAIL CONCENTRATION
• In a concentrated retail system, a few retailers supply most of
market - common in developed countries.
• In a fragmented retail , there are many retailers, no one of whic
major share of the market - common in developing countries.
.
CHANNEL LENGTH

DISTRIBUTION • Short channel – when the producer sells directly to the sonsum
common with concentrated systems.
• Long channel – when the producer sells through an import agen
STRATEGY wholesaler, and a retailer – common with fragmented retail syst

CHANNEL EXCLUSIVITY
This occurs because retailers tend to prefer to carry the products
established manufacturers of foodstuffs with national reputations
than gamble on the products of unknown firms

CHANNEL QUALITY
Refers to the expertise, competencies, and skills of established
retailers in a nation, and their ability to sell and support the produ
of international businesses McDowell Tech | March 2020
COMMUNICATION STRATEGY

1. Push vuerss Pull Strategies 2. Barriers to International

• Channel Length Communication
• Product type and Consumer Sophitication • Cultural Barriers
• Media Availability • Source and Country of Origin Effects
• Push Strategy
• Pull Strategy

3. For standardized advertising

• For standardized advertising
• Against Standardized Advertising
• Dealing with Country Differences

McDowell Tech | March 2020

PRICING Price Discrimination
• Involves charging whatever the market will bear

STRATEGY • Can help a company maximize its profits

• Price Elasticity of Demand: A measure of how responsive demand for a product
is to changes in price
• Elastic: When a small change in price produces a large change in demand
• Inelastic: When a large in price produces only a small change in demand
 STRATEGIC PRCING
• Predatory Pricing
• Multipoint Pricing Strategy
• Experience Curve Pricing

PRICING
STRATEGY REGULATORY INFLUENCES ON PRICE

• Antidumping Regulations
• Competition Poilcy
 INTERNATIONAL MARKET
RESEARCH
DEFINITION: Involes: All the issues of domestic marketing research
Trasnlation of questionnaires and reports into appropriate foreign languages

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Defining the research objectives: ( Consist of Step 1,2,3 )
• Defining the research problem: Setting objectives for the International market research
• Determining the Data sources : Primary data and Secondary data
• Assessing costs and benefits : Primary data is more costly

Collecting the Data: Gathering the Primary or Secondary data

• Quantitative: Experiments, clinical trials, observing and recording events, and administering surveys
with closed-end questions
• Qualititive: In-depth interviews, observation methods, and document reviews.

Analyzing and Interpreting the Research

• Requires statistical and cultural knowledge
Software for quantitative analysis
Understanding the values, beliefs, norms, and artifacts of the respondent
• Reporting the Research Findings : May include information on customers, competitors, countries,
the industry and the invironment.
 THE LOCATION OF R&D
Rate of new-product development is greatest in countries where:
• More money is spent on basic and applied research and develoepment
• Underlying dmand is strong
• Consumers are affuent
• Competition is intense

INTERGRATING R&D,
MARKETING AND PRODUCTION
Integration will ensure that:
- Customer needs drive product development
- New products are designed for ease of manufacture
- Development costs are kept in check
- Time to market is minimized
Cross-functional teams
Objective: take a product development project from the
initial concept development to market introduction
• Project manager
• At least one member from each key function
• Physically in one location if possible
• Clear plan and goals
• Processes for communication and conflict resolution

Building Global R&D capabilities:

• Commercialization may require different versions of a
new product to be produced for various countries
• Global networks of R&D centers.
 MARKETING STRATEGY OF COCA-COLA
PRODUCT STRATEGY
• constantly researched and developed many new
products and added new flavors to traditional
products to satisfy tastes and tastes
• Coca Cola's packaging is constantly improving
• increasing the depth of a product line and
increasing the number of product lines,
positioning products suitable for each specific
market
PRICE STRATEGY
• Coca-Cola's selling prices are tailored to each
market segment and geography
• based on the format of Coca Cola's
competitors
• products value by looking at a buyer's
perceptions of value, not the seller's cost
• 3A & 3P
PLACE STRATEGY
• FMCG
• Coca-Cola's distribution network is nationwide,
from big cities to rural areas, from general
agents to small stores, present in all retail
locations nationwide, cafes, soft drinks
• Coca-Cola attracts small distribution points by
providing financial support, store decoration,
gifting umbrellas
PROMOTION STRATEGY
• created a demand in the market by
combining lifestyles with everyday behavior
• spends an amount equal to the cost of
production to polish the brand name from
the beginning
• Understanding consumer psychology
REVIEW QUESTION
Question 1: Name 4 elements of Marketing mix?

1. Product attributes
2. Distribution strategy
3. Communication strategy
4. Pricing strategy
Question 2: How many steps of International market research?

=> 6 steps
Question 3: New product success is a product of: International
marketing, R&D, Manufacturing and……….

=> Technological innovation

Question 4: Integrating R&D, Marketing and Production will ensure
all of the following except:
A. New products are designed for ease of manufacture
OUR BIGGEST STRENGTH
B. Time to market is maximumed
Presentations are communication tools that can be
C. Development costs are kept in check
used as demonstrations, lectures, speeches, reports,
and more.
D. Customer needs drive product development

=> B
Question 5: The use of more uniform advertising across many
countries with or without the use of global media is at the core of:
A. Localized advertising
OUR BIGGEST STRENGTH
B. Global advertising
Presentations are communication tools that can be
C. Multidomestic advertising used as demonstrations, lectures, speeches, reports,
and more.

=> B
Question 6: __________ is the use of price as a competitive weapon to
drive weaker competitors out of a national market. Once the competitors
have left the market, the firm can raise prices and enjoy high profits.
OUR BIGGEST STRENGTH
A. Predatory Pricing
Presentations are communication tools that can be
B. Multipoint Pricing Strategy used as demonstrations, lectures, speeches, reports,
and more.
C. Experience Curve Pricing

=> A
Question 7: When price is important, what DISTRIBUTION STRATEGY we
should choose?
A. A shorter channel
OUR BIGGEST STRENGTH
B. A long channel
Presentations are communication tools that can be
C. Both answers are correct used as demonstrations, lectures, speeches, reports,
and more.

=> A
THANK YOU