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INTERNATIONAL MARKETING
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International marketing concepts
Original classification Ethnocentric Policentric Regiocentric Geocentric
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International marketing concepts
New classification Domestic market extension concept Multi domestic concept Global marketing concept
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Companies Domestic companies International companies
Multinational companies Transnational companies
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Can we control anything?
Controllable elements Domestic, not controllable elements Foreign, not controllable elements
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MOTIVATORS Dynamic Management * New management or * management already
working for the company Factors * Proactive or * Reactive factors
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PROACTIVE FACTORS Profit Unique product Unique technology
Unique information Excess capacity Economies of scale
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REACTIVE FACTORS Competitors Overproduction Domestic market
Safety valve eff. Domestic market is saturated Tax incentives Closeness to the customers
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OBSTACLES OF INTERNATIONALISATION
Internal External Methodological
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INTERNAL OBSTACLES Lack of competencies (management, marketing, language) Lack of infrastructure Willingness to collaborate and to accept new ideas etc.
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EXTERNAL OBSTACLES Unforeseeable events coming
* from the domestic marketplace (competitors, legal entities, consumers, etc) * from the foreign marketplace (political, legal, cultural, economic, etc.)
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METHODOLOGICAL OBSTACLES
Static analyses Average counting Quantifying everything Rigidity in terms of places
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Decision point Does it worth? Are the motivators strong enough?
Can we overcome the obstacles? IF NOT: Reformulate the goals or Initiate changes inside the company
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IF YES The company is ready to define its international marketing strategy Including the 1) the macroenvironment 2) the microenvironment and 3) the methodology
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The macroenvironment Geographical environment Political environment
Legal environment Economic environment Technological environment Cultural environment
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Geographical environment
Climate and topography Raw materials Environmental protection Urbanisation - suburbanisation - Reurbanisation Population
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Political environment
Political system Changes of the government Political philosophy Possible problems with respect to the property: - Confiscation - Nationalisation - Expropriation - Domestication
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How to protect against the political risks?
Good selection of the country Good selection of the industry Good selection of the partner Licensing or franchising? Planned domestication
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Economic environment Globalisation Localisation Interdependency
Internationalisation of markets, companies and products Diversification Assortment of products
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Economic environment Price equalisation Information Partnerships
Belongings Infrastructure
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Technological environment
Role of human resource Changes in power R and D costs Innovations Launching the products Partnerships
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Cultural environment What is culture?
Three modes of defining culture: General aspects Enumeration Classification
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Defining culture by general aspects
Something learnt The elements are linked to each other Inherited Cannot be changed revolutionary, only evolutionary
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Defining culture by general aspects
A country is not a culture Stereotypes Changing the culture Having more cultures
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Defining culture by enumeration
Herskovits’s enumeration: Material culture Social institution People and the universe Estetics Language
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Defining culture by classification
Context of communication high context cultures low context cultures explicit message implicit message Hofstede’s classification 4 dimensions
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Cultural differences in the evedyday life
Ideologist - Pragmatic cultures Associative and Abstractive cultures Nature of the people Nature and the people Individualist and Collectivist cultures Active and Passive cultures Time
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Cultural differences in the evedyday life
Place Communication Values Knowledge Beliefs Gifts Food
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Cultural differences in business
Structure of decision making Participants Objectives of the participants
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Why are we against the other cultures?
Cultural racism Cultural resistance Cultural opposition
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How to integrate this knowledge into the strategy?
Congruent strategy Planned strategy Not planned strategy
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Customs Cultural imperatives Cultural exclusives Cultural adiaphora
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INTERNATIONAL MARKETING
COMPANY WITH INTERNATIONAL PLANS MOTIVATORS OBSTACLES INTERNATIONAL MARKET(ING) RESEARCH MACRO AND MICRO ENVIRONMENT METHODOLOGY
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MACRO ENVIRONMENT GEOGRAPHIC POLITICAL LEGAL TECHNOLOGICAL ECONOMIC
CULTURAL
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MICRO ENVIRONMENT COMPANY COMPETITORS CUSTOMERS SUPPLIERS PARTNERS
NEW ENTRANTS
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COMPANY STRATEGY MISSION, VISION COMPREHENSIVE SWOT ANALYSIS
CLARIFYING THE GOALS
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COMPETITORS IDENTIFYING THEM AREA OF OPERATION STRATEGY
STRONG AND WEAK POINTS TACTICS
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CONSUMERS IDENTIFYING THEM PREFERENCES, TASTES DEMAND
PRODUCT, PRICE, PROMOTION EXPECTATIONS
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SUPPLIERS DO THEY SUPPORT OUR IDEA QUALITY QUANTITY CONDITIONS OR
WE NEED NEW SUPPLIERS
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PARTNERS WILL THEY MAINTAIN THE STRONG COLLABORATION
CAN THEY FOLLOW US CAN THEY ACCEPT THE NEW CONDITIONS
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NEW ENTRANTS EASY OR DIFFICULT ENTRY
POSSIBLE NEW CONDITIONS IN THE INDUSTRY
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METHODOLOGY OF INTERNATIONAL MARKET RESEARCH
DIFFERENCE BETWEEN MARKET AND MARKETING RESEARCH DYNAMIC OR STATIC ANALYSIS QUANTITATIVE OR QUALITATIVE INFORMATION USE OF INFORMATION
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THE PROCESS OF THE RESEARCH
IDENTIFICATION OF THE OBJECTIVE OR THE PROBLEM IDENTIFICATION OF THE SOURCE OF INFORMATION AND THE TECHNIQUE OF INFORMATION COLLECTION INFORMATION COLLECTION INTERPRETATION OF THE INFO. PRESENTATION OF THE RESULTS
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OBJECTIVE OR PROBLEM CONTINUOUS RESEARCH PERIODIC RESEARCH
MICRO ENVIRONMENT MACRO ENVIRONMENT
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SOURCES OF INFORMATION AND TECHNIQUE OF INFO. COLLECTION
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PRIMARY INFORMATION OWN OBJECTIVE OR PROBLEM METHODOLOGY DEFINED BY US
DATA COLLECTION IS PERFORMED BY OUR FIRM OR EMPLOYEES
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PRIMARY INFORMATION
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ASKING PEOPLE WHOM TO ASK? HOW TO ASK? INDIVIDUALS ORGANISATIONS
EXPERTS HOW TO ASK? PERSONALLY POST TELEPHONE COMPUTER COMBINED
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ASKING PEOPLE WHAT TO ASK? OMNIBUS SPECIALISED QUESTIONNAIRE
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ASKING PEOPLE PROBLEMS
NOT WILLING TO ASK NOT ABLE TO ASK HOW AND WHAT TO ASK HOW TO ORGANISE HOW TO INTERPRET SAMPLING LANGUAGE SKILLS MULTICULTURAL ASKING
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OBSERVATION OBSERVE CONSUMERS OR USERS PASSIVE PARTICIPATION
USED USUALLY TOGETHER WITH OTHER FORMS
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EXPERIMENTATION LABORATORY CONDITIONS ONE PARAMETER IS CHANGED
OTHER VARIABLES ARE KEPT „CETERIS PARIBUS” EXPENSIVE!
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SECONDARY INFORMATION
DIFFERENT OBJECTIVE OR PROBLEM METHODOLOGY DEFINED BY SOMEONE ELSE DATA COLLECTION PERFORMED BY SOMEONE ELSE INTERNAL AND EXTERNAL INFORMATION
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INTERNAL INFORMATION LETTERS ORDERS DOCUMENTS PREPARED BY THE COMPANY
CERTIFICATES
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EXTERNAL INFORMATION
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SECONDARY INFORMATION PROBLEMS
NOMENCLATURE IS DIFFERENT QUALITY OF THE INFORMATION QUALITY OF THE METHODOLOGY
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MOSAIC INFORMATION IS COLLECTED ADDITIONALLY SIDE INFORMATION
IS COLLECTED TO ACTUALISE AND TO COMPLETE THE ALREADY POSSESSED INFORMATION
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COLLECT INFORMATION
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INTERPRETATION OF THE INFORMATION
ANALYSE THE INFORMATION GAINED INTERPRET THE INFORMATION WORK WITH NUMBERS AND FORMULATE ALTERNATIVES EXPLAINE THE GIVEN ALTERNATIVES
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PRESENTATION OF THE RESULTS
DISTRIBUTE THE INFORMATION TO THE USERS EXPLAIN THE ALTERNATIVES CONDUCT A TWO DIRECTION COMMUNICATION HELP THE USERS INTERPRET THE INFO.
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INTERNATIONAL MARKETING
COMPANY MOTIVATORS OBSTACLES INTERNATIONAL MARKET(ING) RESEARCH INTERNATIONAL MARKET SEGMENTATION AND TARGETING
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OBJECTIVE OF INTERNATIONAL MARKET SEGMENTATION
EFFECTIVE AND EFFICIENT INTERNATIONAL MARKETING PLAN ABILITY TO DIFFERENCIATE THE COMPANY FROM THE COMPETITORS POINT TO THE NEED TO CREATE A NEW SEGMENT
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PROCESS OF INT. MARKET SEGMENTATION
IDENTIFICATION OF THE LEVEL OF THE MARKET TO BE SEGMENTED DETERMINATION OF THE VARIABLES USED FOR SEGM. CHOICE OF THE METHOD OF INT. MARKET SEGMENTATION IMPLEMENTATION OF INT. MARKET SEGMENTATION CHECKING THE VALIDITY OF RESULTS
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IDENTIFICATION OF THE LEVEL OF THE MARKET TO BE SEGMENTED
LEVEL OF THE PRODUCT LEVEL OF THE PRODUCT CATEGORY LEVEL OF THE NEED LEVEL OF THE MONEY
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VARIABLES OF SEGMENTATION
VARIABLES THAT DESCRIBE THE OBJECT OF THE SEGMENTATION VARIABLES THAT DESCRIBE THE RELATIONSHIP BETWEEN THE OBJECTS OF THE SEGMENTATION AND THE MARKETING MIX ELEMENTS
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VARIABLES OF THE OBJECTS
DEMOGRAPHIC GEOGRAPHIC POLITICAL LEGAL ECONOMIC CULTURAL PSYCHOGRAPHIC
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A CULTURE BASED CLUSTERING
17 EUROPEAN COUNTRIES ARE SEGMENTED HOFSTEDE DIMENSIONS INDIVIDUALISM UNCERTAINTY AVOIDANCE POWER DISTANCE MASCULINITY
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The 17 European countries
Austria Switzerland Belgium Portugal France Denmark The Netherlands Sweden Spain Norway Italy Finland Turkey Greece Germany GB Ireland
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THE CLUSTERS CLUSTER 1. IND: MED-HIGH UNC: MED POW: SMALL MAS: HIGH
AUSTR., GER., SWITZ., ITALY, GB., IRELAND CLUSTER 2. IND: VAR. UNC:STRONG POW:MED MAS: LOW-MED BEL., FR., GREE., PORT., SP., TURKEY
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THE CLUSTERS CLUSTER 3. IND: HIGH UNC: WEAK, MILD POW: SMALL MAS: LOW
DEN., SWEDEN, FIN., NETHER., NORWAY
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GLOBAL SEGMENTS AGRARIAN HEARTLANDS BLUE COLLAR SELF SUFFICIENCY
CAREER FOCUSED MATERIALISTS DE-INDUSTRIAL LEGACY EDUCATED COSMOPOLITANS FARMING TOWN COMMUNITIES GREYS, BLUES SEA, MOUNTAIN HARDENED DEPENDENCY INNER CITY MELTING POINT LOWER INCOME ELDERLY MIDSCALE METRO OFFICE WORKERS NON-PRIVATE RESIDENCES OLD WEALTH SHACK AND SHANTY
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PSYCHOGRAPHIC SEGMENTATION FOR THE BEER MARKET
SPORTIVE MASCULINE TAKES NO RESPONSIBILITY NO CONSERVATISME „YOU ONLY GO AROUND ONCE IN LIFETIME”
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VARIABLES FOR RELATIONSHIP
OBJECTS AND PRODUCT BUYING SITUATION LOYALTY MOTIVATION USER STATUS USAGE RATE ATTITUDE
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VARIABLES FOR RELATIONSHIP
OBJECTS AND PRICE LOW, MEDIUM OR HIGH PRICE PREFERENCES PRICE SENSITIVITY
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VARIABLES FOR RELATIONSHIP
OBJECTS AND PROMOTION RATIONAL OR EMOTIONAL MESSAGES MEDIA MOTIVATION
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VARIABLES FOR RELATIONSHIP
OBJECTS AND PLACE SHOPPING PLACE PREFERENCES DISTRIBUTION CHANNEL PREFERENCES
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DO ANY BEST SOLUSTIONS EXIST?
NO! IT ALWAYS DEPENDS! BUT WE HAVE CRITERIA! MEASURABILITY ACCESSIBILITY STABILITY IN TIME RELATIONSHIP BETWEEN THE OFFER AND THE VARIABLE ACCEPTABLE SIZE STRICT DIFFERING OF SEGMENTS
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METHODS OF INT. MARKET SEGMENTATION
METHOD THAT ACCEPTS THE EXISTENCE OF NATIONAL BOARDERS INTERMARKETING SEGMENTATION MICROSEGMENTATION
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METHOD THAT ACCEPTS THE EXISTENCE OF BOARDERS
2-PHASE SEGMENTATION: FIRST THE GROUP(S) OF COUNTRIES IS (ARE) SELECTED SECOND THE GROUPS OF INDIVIDUALS OR ORGANISATIONS ARE SELECETD
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ADVANTAGES OF THE METHOD
SYSTEMATIC IN CASE OF ERROR WE CAN CORRECT EASIER COUNTS WITH THE DIFFERENCES
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DISADVANTAGES OF THE METHOD
SEPARATES COUNTRIES NO POSSIBILITY FOR STAN-DARDISATION NO POSSIBILITY FOR LEARNING COSTS ARE HIGH
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INTERMARKETING SEGMENTATION
REGARDS THE WHOLE WORLD AS ONE MARKET BASED ON (A) WELL SELECTED VARIBLE(S) WE CAN FIND GROUPS OF PEOPLE WHO HAVE SIMILAR BEHAVIOUR
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ADVANTAGES OF THE METHOD
POSSIBILITY TO TRANSFER KNOWLEDGE COMPARE THE BEHAVIOUR
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DISADVANTAGES OF THE METHOD
DOESN’T COUNT WITH THE DIFFERENT BACKGROUND OF THE COUNTRIES ENTIRE REPETING IN CASE OF ERROR COSTS ARE HIGH
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MICROSEGMENTATION DURING INTERNATIONAL MARKET SEGMENTATION SEGMENTS OF ONE OF FEW PERTICIPANTS ARE CREATED
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ADVANTAGES OF THE METHOD
BETTER FOCUS SPECIALISATION EFFECTIVE MARKETING PLAN
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DISADVANTAGES OF THE METHOD
DANGEROUS APPLICABLE ONLY ON THE MARKET OF ORGANISATIONS
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IMPLEMENTATION OF INT. MARKET SEGMENTATION
ON THE SELECTED LEVEL OF THE MARKET WITH THE SELECTED METHOD ON THE BASIS OF THE SELECTED VARIABLES
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HOW TO EVALUATE THE OBJECTS ?
TWO TECHNIQUES PARALLEL EVALUATION - MATRIX FORMAT SYSTEMATIC EVALUATION
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CHECKING THE VALIDITY OF THE RESULTS
APPLYING MORE THAN ONE STATISTICAL METHOD, EG. CLUSTER ANALYSIS + SPLIT HALF METHOD REPEATING THE PROCESS PERIODICALLY
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INTERNATIONAL MARKETING
COMPANY MOTIVATORS OBSTACLES INTERNATIONAL MARKET(ING) RESEARCH INTERNATIONAL MARKET SEGMENTATION AND TARGETING
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INTERNATIONAL TARGETING
AFTER THE CREATION OF THE SEGMENTS WE SELECT ONE OR MORE SEGMENTS TO WHICH WE WILL PAY ATTENTION
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INTERNATIONAL MARKET SEGMENTATION AND TARGETING STRATEGIES
UNDIFFERENTIATED STRATEGY DIFFERENTIATED STRATEGY CONCENTRATED STRATEGY MULTISEGMENTATION STRATEGY NICHE STRATEGY
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INTERNATIONAL MARKETING
COMPANY MOTIVATORS AND OBSTACLES INT. MARKET(ING) RESEARCH INT. MARKET SEGMENTATION MODES OF ENTERING THE INT. MARKETS
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MODES OF ENTERING FOREIGN MARKETS
THE CHOICE DEPENDS ON THE RISKS COSTS CONTROL PRODUCT/SERVICE MANAGEMENT SITUATION - OPPORTUNITIES OR THREATS
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THE MODES OF ENTRY PRODUCTION IN THE DOMESTIC MARKET
SELLING IN THE FOREIGN MARKETS MODES DIRECT EXPOTRING INDIRECT EXPORTING PRODUCTION AND SELLING ON FOREIGN MARKETS MODES LICENCING CONTRACTUAL MANUFACTURING FRANCHISING JOINT VENTURES FDI
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INTERNATIONAL MARKETING
COMPANY MOTIVATORS AND OBSTACLES INT. MARKET(ING) RESEARCH INT. MARKET SEGMENTATION MODES OF ENTRY INT. 4 PS
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INTERNATIONAL PRODUCT POLICY
PLANNING OF THE PRODUCTS (SERVICES) DEVELOPING THE PRODUCTS (SERVICES) MANAGING THE PRODUCTS IN THE FOREIGN MARKETS
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PLANNING THE OFFER SAME PRODUCTS (SERVICES) - GLOBAL
ADOPTED PRODUCTS (SERVICES) - MODIFIED OR NEW PRODUCTS (SERVICES)
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GLOBAL STRATEGY ONLY THE BIGGEST AND MOST AGGRESSIVE COMPANIES
ECONOMIES OF SCALE GLOBAL IMAGE
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MODIFIED STRATEGY REASONS FOR MODIFYING THE STRATEGY HOW TO CHANGE
WHAT TO CHANGE
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REASONS FOR CHANGE DIFFERENCES IN CUSTOMS
USAGE OF THE PRODUCTS/SERVICES LEGAL PLATFORM QUALITY REQUIREMENTS INFRASTRUCTURE CULTURE BIOLOGICAL PARAMETERS
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HOW TO CHANGE INTERNAL CHANGE MATERIAL, TECHNICAL, FUNCTIONAL CHANGE
EXTERNAL CHANGE QUALITY, SHAPE, COLOUR, SIZE, SERVICE NECESSARY CHAGE ELECTRONIC OR LEGAL REQUIREMENTS OPTIONAL CHANGE
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WHAT TO CHANGE CORE PRODUCT / SERVICE ACTUAL PRODUCT/ SERVICE
AUGMENTED PRODUCT/SERVICE + ROLE OF MODULES
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NEW OFFER TO RESPOND TO THE DIFFERENT NEEDS AND CONDITIONS
FOR MOST OF THE COMPANIES
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HOW TO DEVELOP NEW PRODUCTS AND SERVICES
IDEA GENERATION NEED ANALYSIS SOCIETAL ANALYSIS BUSINESS ANALYSIS MARKETIBILITY STUDY COMPATIBILITY STUDY
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HOW TO DEVELOP NEW PRODUCTS AND SERVICES
PHYSICAL DEVELOPMENT AND TESTING TEST-MARKETING CONCEPT-TEST TECHNICAL-TEST MARKET-TEST LAUNCHING THE PRODUCT/SERVICE
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THE NEWNESS NEW FOR THE COMPANY NEW FOR THE MARKET
CONGRUENT INNOVATION CONTINUOUS INN. DYNAMIC INN. BREAKING INN.
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PLANNING THE STRUCTURE
DEPTH WIDTH MARKET POSITIONING!
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BRANDING BRAND NAMES FAMILY OR INDIVIDUAL BRAND NAMES
PRIMARY AND SECONDARY BRANDS SELF CANNIBALISATION
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BRANDING - DECISIONS TO USE BRAND NAMES OR NOT IF YES, IF OWN,
OWN BRAND NAM DISTRIBUTORS’ BRAND NAME OTHER IF OWN, IN ONE MARKET IN MORE MARKETS
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BRANDING - DECISIONS IF IN ONE MARKET IF IN MORE MARKETS 1 BRAND NAME
MORE BRAND NAMES IF IN MORE MARKETS LOCAL BRAND NAMES GLOBAL BRAND NAMES
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CRITERIA OF BRAND NAMES
PRONOUNCABLE RETAINABLE NOT MISUNERSTANDING SHORT RESULT IN POSITIVE BRAND ASSOCIATION WRITTEN AND ORAL FORM SHOULD BE SIMILAR
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PACKAGING DOUBLE PACKAGING DIFFERENT AS, DELIVERY CUSTOMS
LEGAL REQUIREMENTS CULTURAL DIFF. ECONOMIC DIFF.
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FURTHER QUESTIONS WARRANTY NOTE FOR APPLICATION AFTER SALE SERVICE
SAME OR ADOPTED?
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INTERNATIONAL PROMOTION POLICY
INTERNATIONAL PLANNING INTERNATIONAL IMPLEMENTATION MANAGEING THE PROMOTIONAL STRATEGY IN INTERNATIONAL MARKETS
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INTERNATIONAL PROMOTION
PROMOTION IS NOT ONLY FOR CONVINCING AND MANIPULATING PEOPLE BUT FOR INFORMING THEM AND FOR COMMUNICATING WITH THEM AS WELL!
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ELEMENTS OF PROMOTION ADVERTISING SALES PROMOTION PUBLICITY
DIRECT SELLING
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ADVERTISING STRENGTH OF SOURCE CREDIBILITY OF SOURCE
PRESTIGE OF SOURCE HOMOPHILY
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OBJECT OF ADVERTISING BRAND PRODUCT FIRM COUNTRY
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NEW PHENOMENA IN ADERTISING
PATTERN ADVERTISING PAN EUROPEAN ADVERTISING PAN EAST EUROPEAN ADVERTISING
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FACTORS TO DETERMINE WHAT TO SAY WHAT TO ADVERTISE HOW TO SAY IT
RATIONAL OR EMOTIONAL MESSAGES WITH THE USAGE OF WHO OR WHAT TO SAY IT FAMOUS OR EVERY DAY PEOPLE OR THINGS HOW TO DETERMINE WHAT TO DO
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SALES PROMOTION PRICE REDUCTION SALE CUPONS TRIAL
PAY FOR ONE, RECEIVE TWO GIFT GAME
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WHEN TO USE SP? WHEN LAUNCHING A NEW PRODUCT OR SERVICE ON THE MARKET
TO MAKE THE PEOPLE TRY THE PRODUCT MAKE THE PEOPLE TRY A NEW RETAIL SHOP OR SELLING FORM CONVINCE THE RETAILERS TO HOLD THE PRODUCT OR OFFER THE SERVICE
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WHEN TO USE SP? SHORT TERM EFFECT USED TOGETHER WITH ADVERTISING
INFLUENCE THE TIMING OF THE BUYING EFFICIENCY OF THE USAGE OF SP CAN BE REDUCED IF OFTEN USED
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SPONSORING GOOD CHOICE OF THE EVENT WHAT WE SPONSOR
POSITIVE IN THE EYE OF THE CUST. CONNECTION BETWEEN THE EVENT AND OFFER CONN. BETWEEN THE EVENT AND TARGET MARKET
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PUBLICITY CHEAP WAY OF MAKING THE PEOPLE TALK AND WRITE ABOUT OUR OFFER OR COMPANY TIMING IS OF CRITICAL IMPORTANCE DIRECT PAYMENT IS MISSING
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DIRECT SELLING DIRECT - PERSONAL - COMMUNICATION
THE CHANNEL IS THE PERSON - WHO HAS TO SELL HIM(HER)SELF ACTIVE PARTICIPATION IS NEEDED AS THE CHECKING OF THE CUSTOMERS’ UNDERSTANDING AND ACCEPTANCE IS NECESSARY.
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INTERNATIONAL PROMOTION STRATEGIES
PUSH PULL GRAVITATION
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STANDARDISATION OR DIFFERENTIATION?
WE PREFER THE STANDARDISED VERSION, AS CREATIVE IDEAS COSTS SYNERGIE GLOBAL IMAGE
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INTERNATIONAL PRICING POLICY
INTERNATIONAL PLANNING INTERNATIONAL IMPLEMENTATION INTERNATIONAL MANAGEMENT OF THE PRICES
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PRICE PLANNING OBJECTIVE OF PRICE SETTING METHODS OF PRICE SETTING
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OBJECTIVES OF PRICE SETTING
PROFIT SALES VOLUME MARKET SHARE IMAGE TRANSFER IMAGE
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METHODS OF PRICE SETTING
BASED ON INTUITION BASED ON CALCULATION OBJECTIVE ORIENTED DIFFERENTIATED SALES PROMOTION COST PLUS INTENTION ORIENTED (PEN-SKI) PSYCHOLOGICAL
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DIFFERENTIATION OR STANDARDISATION
3 POSSIBILITIES: STANDARDISED DUAL DIFFERENTIATED TECHNIQUE AND LEVEL
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MANAGEING INTERNATIONAL PRICES
MEASURE THE EFFICIENCY OF THE PRICES COMPARE THE RESULTS WITH THE SET OBJECTIVES METHODS: MULTI VARIATE STATISTICS MOTIVATION ANALYSIS
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INTERNATIONAL DISTRIBUTION CHANNEL POLICY
INTERNATIONAL PLANNING INTERNATIONAL IMPLEMENTATION INTERNATIONAL MANAGEMENT OFT THE CHANNELS
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INTERNATIONAL PLANNING OF THE D. CH.
DIRECT OR INDIRECT CHANNELS TO USE? INTENSITY OF DISTRIBUTION CHANNEL DESIGN STANDARDISED OR DIFFERENTIATED MESSAGE
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DIRECT OR INDIRECT? IT DEPENDS ON:
AVERAGE COSTS OF DISTRIBUTING I UNIT DELIVERY TIME EXPECTATIONS PRODUCT/SERVICE FACILITIES CONDITIONS
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INTENSITY OF DISTRIBUTION
EXCLUSIVE SELECTIVE INTENSIVE
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CHANNEL DESIGN MARKET COVERAGE ASPECTS PRODUCT CHARACTERISTICS
CUSTOMER SERVICE ASPECTS PROFITABILITY
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MARKET COVERAGE ASPECTS
CUSTOMER BUYING BEHAVIOUR INTENSITY OF DISTRIBUTION CHANNEL STRUCTURE CONTROL
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PRODUCT CHARACTERISTICS
VALUE OF THE PRODUCT TECHNICALITY MARKET ACCEPTANCE SUBSTITUTABILITY BULK, STEWABILITY PERISHABILITY MARKET CONCENTRATION SEASONABILITY WIDTH AND DEPTH
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CUSTOMER SERVICE ASPECTS
AVAILABILITY ORDER CYCLE COMMUNICATION
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PROFITABILITY ASPECTS
ESTIMATION OF COSTS AND REVENUE OPPORTUNITY COSTS MARKET SEGMENT MARGIN ESTIMATION FOR FUTURE
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CHANNEL STRUCTURE BASED ON THE FOUR DIMESIONS
MAKE A DECISION ABOUT THE LENGTH OF THE CHANNEL PARTICIPANTS OF THE CHANNEL WAY OF MEASURING THE PERFORMANCE OF THE PARTICIPANTS
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STANDARDISATION OR DIFFERENTIATION
HOW TO LINK THE NATIONAL CHANNELS TO EACH OTHER? HOW TO COMPARE THE PERFORMANCE DATA? POSSIBILITY FOR STANDARDISED MEANS OF DELIVERING GOODS TO INTERNATIONAL CUSTOMERS
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ORGANISATIONAL FRAMEWORK
WHAT DEPARTMENT OR WHO IS RESPONSIBLE FOR THE INTERNATIONALISATION? WHAT ARE THE COMMUNICATION LINKS INSIDE THE COMPANY? HOW TO FIND THE BEST PEOPLE FOR THE INTERNATIONALISATION PROJECT? HOME - HOST - THIRD COUNTRY PEOPLE?
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SELECTION CRITERIA FOR FOREIGN ASSIGNMENTS
COMPETENCE FACTORS TECHNOLOGICAL KNOWLEDGE LEADERSHIP ABILITY EXPERIENCE, PAST PERFORMANCE AREA EXPERTISE LANGUAGE
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SELECTION CRITERIA FOR FOREIGN ASSIGNMENTS
ADAPTABILITY FACTORS INTEREST IN FOREIGN WORK RELATIONAL ABILITIES CULTURAL EMPATHY APPRECIATION OF NEW MANAGEMENT STYLES APPRECIATION OF NEW ENVIRONMENTAL CONSTRAINTS ADAPTABILITY OF FAMILY
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SELECTION CRITERIA FOR FOREIGN ASSIGNMENTS
PERSONAL CHARACTERISTICS AGE EDUCATION SEX HEALTH ,ARITAL RELATIONS SOCIAL ACCEPTABILITY
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CULTURAL SHOCK INITIAL EUPHORIA IRRITATION AND HOSTILITY ADJUSTMENT
REENTRY
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REPATRIATION PROFESSIONAL PERSONAL
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COMPENSATION BASE SALARY AND SALARY RELATED ALLOWANCES
(HARDSHIP ALL., COLA, HOUSING ALL.) NONSALARY RELATED ALLOWANCES (MOBILITY ALL., TRAVEL EXP., EDUCATION ALL.)
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GREEN MARKETING ENVIRONMENTALISTS MEDIA == CONSUMERS’ NEW PREFERENCES
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GREEN CONSUMERS LOOK FOR PRODUCTS PACKAGED IN RECYCLABLE MATERIALS
NOT EXCESSIVELY PACKAGED PERCEIVED AS ENVI. FRIENDLY MADE FROM RECYCLED MATERIALS THAT DON’T CONTAIN DYES OR TOXIC MATERIALS THAT ARE NOT PACKAGED IN FOAM
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INTERMARKETING SEGMENTS OF PEOPLE
GREEN LEADERS TRUE BLUE GREENS GREEN BACK GREENS GREAN FOLLOWERS - SPROUTS NONENVIRONMENTALISTS GROUSERS BASIC BROWNS
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TYPES OF COMPANIES IGNORE THE GREEN PASS AS GREEN GENUINE GREEN
PROGREEN 4RS: RETHINKING LIFESTYLES, REFUSE PRODUCTS CONTAINING A LOT OF RESSOURCES, REUSE THE PRODUCTS, RECYCLE PACKAGING
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MARKETING ASPECTS PRODUCT: GREEN IN ALL PHASES
PRICE: COMPETITIVE, AS STANDARDISED GREEN PRODUCTS ARE MANUFACTURED PROMOTION: TO INFORM AND EDUCATE PLACE RECYCLING CENTERS, OR MANUF. PROGRAMS
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COUNTRY OF ORIGIN EFFECTS
AFFECT TRANSFER PROCESS COGNITIVE MEDIATION PROCESS PURCHASE INTENTION EFFECT
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STRATEGIES TO MINIMISE THE INFLUENCE
AFFECT TRANSFER PROCESS - DEMONSTRATE THE USAGE OF PRODUCTS COMING FROM C.X. COGNITIVE MEDIATION PROCESS - DEMONSTRATE THE ATTRIBUTES OF PRODUCTS PURCHASE INTENTION PROCESS - BECOME NATIONAL!
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GREY MARKETING MARKETING? DUE TO THE: THREE POSSIBILITIES INFORMATION
GLOBAL BRANDS THREE POSSIBILITIES REIMPORTATION PARALLEL IMPORTATION LATERAL IMPORTATION
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CONSEQUENCES OF GREY MARKETING
POSITIVE CONSEQUENCES NEW TARGETS NEGATIVE CONSEQUENCES IMAGE RELATIONSHIP WITH DISTRIBUTION CHANNEL MEMBERS SELF CANNIBALISATION
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INTERNATIONAL MARKETING PLAN
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THE STRUCTURE OF THE INTERNATIONAL MARKETING PLAN
1. BRIEF SUMMARY OF THE MANAGER/OWNER READER - EMPLOYEE, PARTNER, AUDITOR, FINANCIAL INSTITUTION OBJECTIVE, REASON
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2. THE COMPANY HISTORY PARAMETERS 3. MOTIVATORS AND OBSTACLES MACRO AND MICRO MOTIVATORS INTERNAL AND EXTERNAL OBSTACLES 4. INTERNATIONAL MARKET RESEARCH OBJECTIVE METHODS
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5. REVIEW OF THE MICRO AND MACRO ENVIRONMENT
MICRO ENVIRONMENT COMPETITORS, NEW ENTRANTS, SUBSTITUTES, POWER OF THE CLIENTS POWER OF THE SUPPLIERS
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MACRO ENVIRONMENT GEOGRAPHICAL ECONOMIC POLITICAL LEGAL TECHNOLOGICAL CULTURAL
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6. INTERNATIONAL MARKET SELECTION
INTERNATIONAL MARKET SEGMENTATION INTERNATIONAL TARGETING 7. MODE OF ENTRY
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8. MARKETING MIX PRODUCT / SERVICE PRICE (COST) PROMOTION DISTRIBUTION CHANNEL 9. ORGANISATIONAL FRAMEWORK
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10. SCHEDULING 11. BUDGETING 12. EFFECT STUDY 13. CONCLUSION
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