* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download INTERNATİONAL MARKETİNG
Consumer behaviour wikipedia , lookup
Dumping (pricing policy) wikipedia , lookup
Sales process engineering wikipedia , lookup
Market penetration wikipedia , lookup
Brand equity wikipedia , lookup
First-mover advantage wikipedia , lookup
Perfect competition wikipedia , lookup
Pricing strategies wikipedia , lookup
Social media marketing wikipedia , lookup
Market segmentation wikipedia , lookup
Bayesian inference in marketing wikipedia , lookup
Segmenting-targeting-positioning wikipedia , lookup
Affiliate marketing wikipedia , lookup
Food marketing wikipedia , lookup
Neuromarketing wikipedia , lookup
Product planning wikipedia , lookup
Marketing communications wikipedia , lookup
Sports marketing wikipedia , lookup
Marketing channel wikipedia , lookup
Target audience wikipedia , lookup
Ambush marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Marketing research wikipedia , lookup
Youth marketing wikipedia , lookup
Multi-level marketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Direct marketing wikipedia , lookup
Target market wikipedia , lookup
Sensory branding wikipedia , lookup
Advertising campaign wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Multicultural marketing wikipedia , lookup
Marketing strategy wikipedia , lookup
Marketing plan wikipedia , lookup
Green marketing wikipedia , lookup
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!!