Download INTERNATİONAL MARKETİNG

INTERNATIONAL
MARKETING
Gizem KILIÇ 2010503044
Industrial Engineering Department,
Dokuz Eylül University, Turkey
INTERNATIONAL
MARKETING
• What is marketing?
• International Marketing (IM)
• International Marketing Plan
• Epilogue
What is
MARKETING?
The marketing is ;
science and art of valuation, creation and presentation
for achieving a certain profit
to ensure the needs of a target market.
INTERNATIONAL
MARKETING (IM)
• IM or global marketing refers to marketing carried out by
companies overseas or across national borderlines.
• At its simple level, IM involves the firm in marketing one or
more marketing mix decisions across national boundaries. At its
complex level, it involves the firm in establishing manufacturing
facilities overseas and coordinating marketing strategies across
the globe.
INTERNATIONAL
MARKETING (IM)
• IM is the performance of business activities that direct the flow
of a company’s goods and services to consumers or users in
more than one nation for a profit.
• The application of marketing orientation and marketing
capabilities to international business.
TARGET MARKET
NEEDS
WANTS
DEMANDS
CUSTOMER VALUE
PERFORMANCE
OF PRODUCT
PRICE OF
PRODUCT
PERFORMANCE
OF PRODUCT
PRICE OF
PRODUCT
CUSTOMER
VALUE
CUSTOMER
SATİSFACTİON
For a successful
marketing,
we have to;
●
●
●
●
set the balance of price and profitability
provide the most value
take aim at our product or service
be a well-established brand in business life
● DIFFERENTIATE
INTERNATIONAL
MARKETING
PLAN
a) VISION AND MISSION
•
•
•
•
•
•
What is our business?
Who is our customer?
What are the consumers’ values?
What do we want?
What are the benefits to be provided?
What are our expectations?
INTERNATIONAL
MARKETING
PLAN
b) GOALS OF COMPANY
•
•
Which position the company wants to get involved in
business life
What the company wants to achieve within a certain period
e.g. numerically things; goal of giro, percentile ratio…
INTERNATIONAL
MARKETING
PLAN
c) RESEARCH OF MARKET
(INTERNAL/EXTERNAL)
•
Environmental analysis for foreign markets
INTERNATIONAL
MARKETING
PLAN
POLITICAL ENVIRONMENT
Effects of type of government
Level of stability
Political vulnerability
Types of likely risks
Attitudes toward foreign products/ foreign investment
Forces of nationalism
INTERNATIONAL
MARKETING
PLAN
SOCIAL AND CULTURAL
ENVIRONMENTS
Effects of language(s), religion(s), education
Effects of social structure, institutions, roles, mobility, changes
Effects of values, attitudes
Attitudes toward change
Role of consumption
INTERNATIONAL
MARKETING
PLAN
BUSINESS AND TECHNOLOGICAL
ENVIRONMENTS
Types and size of businesses
Rules for business conduct
Role of businesses in society
Level of technology used
Ability to absorb technological changes
INTERNATIONAL
MARKETING
PLAN
LEGAL ENVIRONMENT
Type of legal system
Effects of regulations
Possibilities of regulatory changes
Protection for property rights
Use of arbitration
Preferences for local businesses
INTERNATIONAL
MARKETING
PLAN
ECONOMIC ENVIRONMENT
Balance of payment trends
Strength/weakness of currency
Participation in economic cooperation agreements
Trade barriers
Barriers to market entry
Financial risks and local economic trends
INTERNATIONAL
MARKETING
PLAN
PHYSICAL AND DEMOGRAPHIC
ENVIRONMENTS
Population trends
Effects of climate
Physical barriers to transportation/communication
INTERNATIONAL
MARKETING
PLAN
COMPETITIVE ENVIRONMENT
Local or international competitors
Intensity of competition
Nature of competition (price or non-price)
Relationships and interaction with competitors
INTERNATIONAL
MARKETING
PLAN
We can support research of market with;

questionnaires

selection of sample

interviews

works in field and in the office
INTERNATIONAL
MARKETING
PLAN
d) THE SWOT ANALYSIS
STRENGTHS
OK
OPPORTUNITIES
THE INTERNAL POTENTIAL
ADAPT
IMPROVE
UPHILL
BATTLE
THE EXTERNAL POTENTIAL
WEAKNESSES
NO GO
THREATS
INTERNATIONAL
MARKETING
PLAN
e) SELECTION OF MARKETS
FILTER 1
Macro Level Research
FILTER 2
General Market Relating to the Product
FILTER 3
Micro Level Research
FILTER 4
Target Markets
INTERNATIONAL
MARKETING
PLAN
f) MARKET SEGMENTATION
If you offer a product for all units, it means that
some consumers will not be satisfied in full and
resources would be wasted. With market
segmentation, product-market match provided
better.
INTERNATIONAL
MARKETING
PLAN
g) MARKETING MIX
1) Product
● range of product
● design
● brand name
● dimensions
● quality
● features
● packing
● services
● guarantees
● returns
INTERNATIONAL
MARKETING
PLAN
g) MARKETING MIX
2) Price
● price of list
● offers
● payment period
● loan type ( letter of credit-L/C)
INTERNATIONAL
MARKETING
PLAN
g) MARKETING MIX
3) Place
● channels
● location
● storage
● transport
● logistics
● classification
INTERNATIONAL
MARKETING
PLAN
g) MARKETING MIX
4) Promotion
● advertisement
● personal selling
● sales promotion
● public relations
INTERNATIONAL
MARKETING
PLAN
h) Implementation of the program and organization
ı) Evaluation and control
As a result;
Nowadays make-sell method loses its validity. Now
companies sell their products before creating them for to
provide the highest level of customer satisfaction. Because of
that marketing is the key point for companies both
nationally and internationally!!