1. INTERNATIONAL MARKETING

3. International marketing concepts
Original classification
Ethnocentric
Policentric
Regiocentric
Geocentric

4. International marketing concepts
New classification
Domestic market extension concept
Multi domestic concept
Global marketing concept

5. Companies Domestic companies International companies
Multinational companies
Transnational companies

6. Can we control anything?
Controllable elements
Domestic, not controllable elements
Foreign, not controllable elements

7. MOTIVATORS Dynamic Management * New management or * management already
working for the
company
Factors
* Proactive or
* Reactive factors

8. PROACTIVE FACTORS Profit Unique product Unique technology
Unique information
Excess capacity
Economies of scale

9. REACTIVE FACTORS Competitors Overproduction Domestic market
Safety valve eff.
Domestic market
is saturated
Tax incentives
Closeness to the customers

10. OBSTACLES OF INTERNATIONALISATION
Internal
External
Methodological

11. INTERNAL OBSTACLES
Lack of competencies (management, marketing, language)
Lack of infrastructure
Willingness to collaborate and to accept new ideas
etc.

12. EXTERNAL OBSTACLES Unforeseeable events coming
* from the domestic marketplace (competitors, legal entities, consumers, etc)
* from the foreign marketplace
(political, legal, cultural, economic, etc.)

13. METHODOLOGICAL OBSTACLES
Static analyses
Average counting
Quantifying everything
Rigidity in terms of places

14. 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

15. IF YES
The company is ready to define its international marketing strategy
Including the
1) the macroenvironment
2) the microenvironment
and
3) the methodology

16. The macroenvironment Geographical environment Political environment
Legal environment
Economic environment
Technological environment
Cultural environment

17. Geographical environment
Climate and topography
Raw materials
Environmental protection
Urbanisation - suburbanisation - Reurbanisation
Population

18. Political environment
Political system
Changes of the government
Political philosophy
Possible problems with respect to the property:
- Confiscation - Nationalisation
- Expropriation - Domestication

19. 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

20. Economic environment Globalisation Localisation Interdependency
Internationalisation of markets, companies and products
Diversification
Assortment of products

21. Economic environment Price equalisation Information Partnerships
Belongings
Infrastructure

22. Technological environment
Role of human resource
Changes in power
R and D costs
Innovations
Launching the products
Partnerships

23. Cultural environment What is culture?
Three modes of defining culture:
General aspects
Enumeration
Classification

24. Defining culture by general aspects
Something learnt
The elements are linked to each other
Inherited
Cannot be changed revolutionary, only evolutionary

25. Defining culture by general aspects
A country is not a culture
Stereotypes
Changing the culture
Having more cultures

26. Defining culture by enumeration
Herskovits’s enumeration:
Material culture
Social institution
People and the universe
Estetics
Language

27. Defining culture by classification
Context of communication
high context cultures
low context cultures
explicit message
implicit message
Hofstede’s classification
4 dimensions

28. 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

29. Cultural differences in the evedyday life
Place
Communication
Values
Knowledge
Beliefs
Gifts
Food

30. Cultural differences in business
Structure of decision making
Participants
Objectives of the participants

31. Why are we against the other cultures?
Cultural racism
Cultural resistance
Cultural opposition

32. How to integrate this knowledge into the strategy?
Congruent strategy
Planned strategy
Not planned strategy

33. Customs
Cultural imperatives
Cultural exclusives
Cultural adiaphora

34. INTERNATIONAL MARKETING
COMPANY WITH INTERNATIONAL PLANS
MOTIVATORS
OBSTACLES
INTERNATIONAL MARKET(ING) RESEARCH
MACRO AND MICRO ENVIRONMENT
METHODOLOGY

35. MACRO ENVIRONMENT GEOGRAPHIC POLITICAL LEGAL TECHNOLOGICAL ECONOMIC
CULTURAL

36. MICRO ENVIRONMENT COMPANY COMPETITORS CUSTOMERS SUPPLIERS PARTNERS
NEW ENTRANTS

37. COMPANY STRATEGY MISSION, VISION COMPREHENSIVE SWOT ANALYSIS
CLARIFYING THE GOALS

38. COMPETITORS IDENTIFYING THEM AREA OF OPERATION STRATEGY
STRONG AND WEAK POINTS
TACTICS

39. CONSUMERS IDENTIFYING THEM PREFERENCES, TASTES DEMAND
PRODUCT, PRICE, PROMOTION EXPECTATIONS

40. SUPPLIERS DO THEY SUPPORT OUR IDEA QUALITY QUANTITY CONDITIONS OR
WE NEED NEW SUPPLIERS

41. PARTNERS WILL THEY MAINTAIN THE STRONG COLLABORATION
CAN THEY FOLLOW US
CAN THEY ACCEPT THE NEW CONDITIONS

42. NEW ENTRANTS EASY OR DIFFICULT ENTRY
POSSIBLE NEW CONDITIONS IN THE INDUSTRY

43. METHODOLOGY OF INTERNATIONAL MARKET RESEARCH
DIFFERENCE BETWEEN MARKET AND MARKETING RESEARCH
DYNAMIC OR STATIC ANALYSIS
QUANTITATIVE OR QUALITATIVE INFORMATION
USE OF INFORMATION

44. 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

45. OBJECTIVE OR PROBLEM CONTINUOUS RESEARCH PERIODIC RESEARCH
MICRO ENVIRONMENT
MACRO ENVIRONMENT

46. SOURCES OF INFORMATION AND TECHNIQUE OF INFO. COLLECTION

47. PRIMARY INFORMATION OWN OBJECTIVE OR PROBLEM METHODOLOGY DEFINED BY US
DATA COLLECTION IS PERFORMED BY OUR FIRM OR EMPLOYEES

48. PRIMARY INFORMATION

49. ASKING PEOPLE WHOM TO ASK? HOW TO ASK? INDIVIDUALS ORGANISATIONS
EXPERTS
HOW TO ASK?
PERSONALLY
POST
TELEPHONE
COMPUTER
COMBINED

50. ASKING PEOPLE
WHAT TO ASK?
OMNIBUS
SPECIALISED
QUESTIONNAIRE

51. 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

52. OBSERVATION OBSERVE CONSUMERS OR USERS PASSIVE PARTICIPATION
USED USUALLY TOGETHER WITH OTHER FORMS

53. EXPERIMENTATION LABORATORY CONDITIONS ONE PARAMETER IS CHANGED
OTHER VARIABLES ARE KEPT „CETERIS PARIBUS”
EXPENSIVE!

54. SECONDARY INFORMATION
DIFFERENT OBJECTIVE OR PROBLEM
METHODOLOGY DEFINED BY SOMEONE ELSE
DATA COLLECTION PERFORMED BY SOMEONE ELSE
INTERNAL AND EXTERNAL INFORMATION

55. INTERNAL INFORMATION LETTERS ORDERS DOCUMENTS PREPARED BY THE COMPANY
CERTIFICATES

56. EXTERNAL INFORMATION

57. SECONDARY INFORMATION PROBLEMS
NOMENCLATURE IS DIFFERENT
QUALITY OF THE INFORMATION
QUALITY OF THE METHODOLOGY

58. MOSAIC INFORMATION IS COLLECTED ADDITIONALLY SIDE INFORMATION
IS COLLECTED TO ACTUALISE AND TO COMPLETE THE ALREADY POSSESSED INFORMATION

59. COLLECT INFORMATION

60. INTERPRETATION OF THE INFORMATION
ANALYSE THE INFORMATION GAINED
INTERPRET THE INFORMATION
WORK WITH NUMBERS AND FORMULATE ALTERNATIVES
EXPLAINE THE GIVEN ALTERNATIVES

61. PRESENTATION OF THE RESULTS
DISTRIBUTE THE INFORMATION TO THE USERS
EXPLAIN THE ALTERNATIVES
CONDUCT A TWO DIRECTION COMMUNICATION
HELP THE USERS INTERPRET THE INFO.

62. INTERNATIONAL MARKETING
COMPANY
MOTIVATORS
OBSTACLES
INTERNATIONAL MARKET(ING) RESEARCH
INTERNATIONAL MARKET SEGMENTATION AND TARGETING

63. 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

64. 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

65. 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

66. 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

67. VARIABLES OF THE OBJECTS
DEMOGRAPHIC
GEOGRAPHIC
POLITICAL
LEGAL
ECONOMIC
CULTURAL
PSYCHOGRAPHIC

68. A CULTURE BASED CLUSTERING
17 EUROPEAN COUNTRIES ARE SEGMENTED
HOFSTEDE DIMENSIONS
INDIVIDUALISM
UNCERTAINTY AVOIDANCE
POWER DISTANCE
MASCULINITY

69. The 17 European countries
Austria Switzerland
Belgium Portugal
France Denmark
The Netherlands Sweden
Spain Norway
Italy Finland
Turkey
Greece
Germany GB
Ireland

70. 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

71. THE CLUSTERS CLUSTER 3. IND: HIGH UNC: WEAK, MILD POW: SMALL MAS: LOW
DEN., SWEDEN, FIN., NETHER., NORWAY

72. 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

73. PSYCHOGRAPHIC SEGMENTATION FOR THE BEER MARKET
SPORTIVE
MASCULINE
TAKES NO RESPONSIBILITY
NO CONSERVATISME
„YOU ONLY GO AROUND ONCE IN LIFETIME”

74. VARIABLES FOR RELATIONSHIP
OBJECTS AND PRODUCT
BUYING SITUATION
LOYALTY
MOTIVATION
USER STATUS
USAGE RATE
ATTITUDE

75. VARIABLES FOR RELATIONSHIP
OBJECTS AND PRICE
LOW, MEDIUM OR HIGH PRICE PREFERENCES
PRICE SENSITIVITY

76. VARIABLES FOR RELATIONSHIP
OBJECTS AND PROMOTION
RATIONAL OR EMOTIONAL MESSAGES
MEDIA
MOTIVATION

77. VARIABLES FOR RELATIONSHIP
OBJECTS AND PLACE
SHOPPING PLACE PREFERENCES
DISTRIBUTION CHANNEL PREFERENCES

78. 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

79. METHODS OF INT. MARKET SEGMENTATION
METHOD THAT ACCEPTS THE EXISTENCE OF NATIONAL BOARDERS
INTERMARKETING SEGMENTATION
MICROSEGMENTATION

80. 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

81. ADVANTAGES OF THE METHOD
SYSTEMATIC
IN CASE OF ERROR WE CAN CORRECT EASIER
COUNTS WITH THE DIFFERENCES

82. DISADVANTAGES OF THE METHOD
SEPARATES COUNTRIES
NO POSSIBILITY FOR STAN-DARDISATION
NO POSSIBILITY FOR LEARNING
COSTS ARE HIGH

83. 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

84. ADVANTAGES OF THE METHOD
POSSIBILITY TO TRANSFER KNOWLEDGE
COMPARE THE BEHAVIOUR

85. DISADVANTAGES OF THE METHOD
DOESN’T COUNT WITH THE DIFFERENT BACKGROUND OF THE COUNTRIES
ENTIRE REPETING IN CASE OF ERROR
COSTS ARE HIGH

86. MICROSEGMENTATION
DURING INTERNATIONAL MARKET SEGMENTATION SEGMENTS OF ONE OF FEW PERTICIPANTS ARE CREATED

87. ADVANTAGES OF THE METHOD
BETTER FOCUS
SPECIALISATION
EFFECTIVE MARKETING PLAN

88. DISADVANTAGES OF THE METHOD
DANGEROUS
APPLICABLE ONLY ON THE MARKET OF ORGANISATIONS

89. IMPLEMENTATION OF INT. MARKET SEGMENTATION
ON THE SELECTED LEVEL OF THE MARKET
WITH THE SELECTED METHOD
ON THE BASIS OF THE SELECTED VARIABLES

90. HOW TO EVALUATE THE OBJECTS ?
TWO TECHNIQUES
PARALLEL EVALUATION
- MATRIX FORMAT
SYSTEMATIC EVALUATION

91. CHECKING THE VALIDITY OF THE RESULTS
APPLYING MORE THAN ONE STATISTICAL METHOD, EG.
CLUSTER ANALYSIS + SPLIT HALF METHOD
REPEATING THE PROCESS PERIODICALLY

92. INTERNATIONAL MARKETING
COMPANY
MOTIVATORS
OBSTACLES
INTERNATIONAL MARKET(ING) RESEARCH
INTERNATIONAL MARKET SEGMENTATION AND TARGETING

93. INTERNATIONAL TARGETING
AFTER THE CREATION OF THE SEGMENTS
WE SELECT ONE OR MORE SEGMENTS
TO WHICH WE WILL PAY ATTENTION

94. INTERNATIONAL MARKET SEGMENTATION AND TARGETING STRATEGIES
UNDIFFERENTIATED STRATEGY
DIFFERENTIATED STRATEGY
CONCENTRATED STRATEGY
MULTISEGMENTATION STRATEGY
NICHE STRATEGY

95. INTERNATIONAL MARKETING
COMPANY
MOTIVATORS AND OBSTACLES
INT. MARKET(ING) RESEARCH
INT. MARKET SEGMENTATION
MODES OF ENTERING THE INT. MARKETS

96. MODES OF ENTERING FOREIGN MARKETS
THE CHOICE DEPENDS ON THE
RISKS
COSTS
CONTROL
PRODUCT/SERVICE
MANAGEMENT
SITUATION - OPPORTUNITIES OR THREATS

97. 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

98. INTERNATIONAL MARKETING
COMPANY
MOTIVATORS AND OBSTACLES
INT. MARKET(ING) RESEARCH
INT. MARKET SEGMENTATION
MODES OF ENTRY
INT. 4 PS

99. INTERNATIONAL PRODUCT POLICY
PLANNING OF THE PRODUCTS (SERVICES)
DEVELOPING THE PRODUCTS (SERVICES)
MANAGING THE PRODUCTS IN THE FOREIGN MARKETS

100. PLANNING THE OFFER SAME PRODUCTS (SERVICES) - GLOBAL
ADOPTED PRODUCTS (SERVICES) - MODIFIED
OR NEW PRODUCTS (SERVICES)

101. GLOBAL STRATEGY ONLY THE BIGGEST AND MOST AGGRESSIVE COMPANIES
ECONOMIES OF SCALE
GLOBAL IMAGE

102. MODIFIED STRATEGY REASONS FOR MODIFYING THE STRATEGY HOW TO CHANGE
WHAT TO CHANGE

103. REASONS FOR CHANGE DIFFERENCES IN CUSTOMS
USAGE OF THE PRODUCTS/SERVICES
LEGAL PLATFORM
QUALITY REQUIREMENTS
INFRASTRUCTURE
CULTURE
BIOLOGICAL PARAMETERS

104. HOW TO CHANGE INTERNAL CHANGE MATERIAL, TECHNICAL, FUNCTIONAL CHANGE
EXTERNAL CHANGE
QUALITY, SHAPE, COLOUR, SIZE, SERVICE
NECESSARY CHAGE
ELECTRONIC OR LEGAL REQUIREMENTS
OPTIONAL CHANGE

105. WHAT TO CHANGE CORE PRODUCT / SERVICE ACTUAL PRODUCT/ SERVICE
AUGMENTED PRODUCT/SERVICE
+ ROLE OF MODULES

106. NEW OFFER TO RESPOND TO THE DIFFERENT NEEDS AND CONDITIONS
FOR MOST OF THE COMPANIES

107. HOW TO DEVELOP NEW PRODUCTS AND SERVICES
IDEA GENERATION
NEED ANALYSIS
SOCIETAL ANALYSIS
BUSINESS ANALYSIS
MARKETIBILITY STUDY
COMPATIBILITY STUDY

108. HOW TO DEVELOP NEW PRODUCTS AND SERVICES
PHYSICAL DEVELOPMENT AND TESTING
TEST-MARKETING
CONCEPT-TEST
TECHNICAL-TEST
MARKET-TEST
LAUNCHING THE PRODUCT/SERVICE

109. THE NEWNESS NEW FOR THE COMPANY NEW FOR THE MARKET
CONGRUENT INNOVATION
CONTINUOUS INN.
DYNAMIC INN.
BREAKING INN.

110. PLANNING THE STRUCTURE
DEPTH
WIDTH
MARKET
POSITIONING!

111. BRANDING BRAND NAMES FAMILY OR INDIVIDUAL BRAND NAMES
PRIMARY AND SECONDARY BRANDS
SELF CANNIBALISATION

112. 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

113. 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

114. CRITERIA OF BRAND NAMES
PRONOUNCABLE
RETAINABLE
NOT MISUNERSTANDING
SHORT
RESULT IN POSITIVE BRAND ASSOCIATION
WRITTEN AND ORAL FORM SHOULD BE SIMILAR

115. PACKAGING DOUBLE PACKAGING DIFFERENT AS, DELIVERY CUSTOMS
LEGAL REQUIREMENTS
CULTURAL DIFF.
ECONOMIC DIFF.

116. FURTHER QUESTIONS WARRANTY NOTE FOR APPLICATION AFTER SALE SERVICE
SAME OR ADOPTED?

117. INTERNATIONAL PROMOTION POLICY
INTERNATIONAL PLANNING
INTERNATIONAL IMPLEMENTATION
MANAGEING THE PROMOTIONAL STRATEGY IN INTERNATIONAL MARKETS

118. INTERNATIONAL PROMOTION
PROMOTION IS NOT ONLY FOR CONVINCING AND MANIPULATING PEOPLE BUT FOR INFORMING THEM AND FOR COMMUNICATING WITH THEM AS WELL!

119. ELEMENTS OF PROMOTION ADVERTISING SALES PROMOTION PUBLICITY
DIRECT SELLING

120. ADVERTISING STRENGTH OF SOURCE CREDIBILITY OF SOURCE
PRESTIGE OF SOURCE
HOMOPHILY

121. OBJECT OF ADVERTISING
BRAND
PRODUCT
FIRM
COUNTRY

122. NEW PHENOMENA IN ADERTISING
PATTERN ADVERTISING
PAN EUROPEAN ADVERTISING
PAN EAST EUROPEAN ADVERTISING

123. 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

124. SALES PROMOTION PRICE REDUCTION SALE CUPONS TRIAL
PAY FOR ONE, RECEIVE TWO
GIFT
GAME

125. 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

126. 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

127. 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

128. PUBLICITY
CHEAP WAY OF MAKING THE PEOPLE TALK AND WRITE ABOUT OUR OFFER OR COMPANY
TIMING IS OF CRITICAL IMPORTANCE
DIRECT PAYMENT IS MISSING

129. 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.

130. INTERNATIONAL PROMOTION STRATEGIES
PUSH
PULL
GRAVITATION

131. STANDARDISATION OR DIFFERENTIATION?
WE PREFER THE STANDARDISED VERSION, AS
CREATIVE IDEAS
COSTS
SYNERGIE
GLOBAL IMAGE

132. INTERNATIONAL PRICING POLICY
INTERNATIONAL PLANNING
INTERNATIONAL IMPLEMENTATION
INTERNATIONAL MANAGEMENT OF THE PRICES

133. PRICE PLANNING
OBJECTIVE OF PRICE SETTING
METHODS OF PRICE SETTING

134. OBJECTIVES OF PRICE SETTING
PROFIT
SALES VOLUME
MARKET SHARE
IMAGE TRANSFER
IMAGE

135. METHODS OF PRICE SETTING
BASED ON INTUITION
BASED ON CALCULATION
OBJECTIVE ORIENTED
DIFFERENTIATED
SALES PROMOTION
COST PLUS
INTENTION ORIENTED (PEN-SKI)
PSYCHOLOGICAL

136. DIFFERENTIATION OR STANDARDISATION
3 POSSIBILITIES:
STANDARDISED
DUAL
DIFFERENTIATED
TECHNIQUE AND LEVEL

137. MANAGEING INTERNATIONAL PRICES
MEASURE THE EFFICIENCY OF THE PRICES
COMPARE THE RESULTS WITH THE SET OBJECTIVES
METHODS:
MULTI VARIATE STATISTICS
MOTIVATION ANALYSIS

138. INTERNATIONAL DISTRIBUTION CHANNEL POLICY
INTERNATIONAL PLANNING
INTERNATIONAL IMPLEMENTATION
INTERNATIONAL MANAGEMENT OFT THE CHANNELS

139. INTERNATIONAL PLANNING OF THE D. CH.
DIRECT OR INDIRECT CHANNELS TO USE?
INTENSITY OF DISTRIBUTION
CHANNEL DESIGN
STANDARDISED OR DIFFERENTIATED MESSAGE

140. DIRECT OR INDIRECT? IT DEPENDS ON:
AVERAGE COSTS OF DISTRIBUTING I UNIT
DELIVERY TIME EXPECTATIONS
PRODUCT/SERVICE
FACILITIES
CONDITIONS

141. INTENSITY OF DISTRIBUTION
EXCLUSIVE
SELECTIVE
INTENSIVE

142. CHANNEL DESIGN MARKET COVERAGE ASPECTS PRODUCT CHARACTERISTICS
CUSTOMER SERVICE ASPECTS
PROFITABILITY

143. MARKET COVERAGE ASPECTS
CUSTOMER BUYING BEHAVIOUR
INTENSITY OF DISTRIBUTION
CHANNEL STRUCTURE
CONTROL

144. PRODUCT CHARACTERISTICS
VALUE OF THE PRODUCT
TECHNICALITY
MARKET ACCEPTANCE
SUBSTITUTABILITY
BULK, STEWABILITY
PERISHABILITY
MARKET CONCENTRATION
SEASONABILITY
WIDTH AND DEPTH

145. CUSTOMER SERVICE ASPECTS
AVAILABILITY
ORDER CYCLE
COMMUNICATION

146. PROFITABILITY ASPECTS
ESTIMATION OF COSTS AND REVENUE
OPPORTUNITY COSTS
MARKET SEGMENT MARGIN
ESTIMATION FOR FUTURE

147. 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

148. 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

149. 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?

150. SELECTION CRITERIA FOR FOREIGN ASSIGNMENTS
COMPETENCE FACTORS
TECHNOLOGICAL KNOWLEDGE
LEADERSHIP ABILITY
EXPERIENCE, PAST PERFORMANCE
AREA EXPERTISE
LANGUAGE

151. 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

152. SELECTION CRITERIA FOR FOREIGN ASSIGNMENTS
PERSONAL CHARACTERISTICS
AGE
EDUCATION
SEX
HEALTH
,ARITAL RELATIONS
SOCIAL ACCEPTABILITY

153. CULTURAL SHOCK INITIAL EUPHORIA IRRITATION AND HOSTILITY ADJUSTMENT
REENTRY

154. REPATRIATION
PROFESSIONAL
PERSONAL

155. COMPENSATION BASE SALARY AND SALARY RELATED ALLOWANCES
(HARDSHIP ALL., COLA, HOUSING ALL.)
NONSALARY RELATED ALLOWANCES
(MOBILITY ALL., TRAVEL EXP., EDUCATION ALL.)

156. GREEN MARKETING
ENVIRONMENTALISTS
MEDIA
== CONSUMERS’ NEW PREFERENCES

157. 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

158. INTERMARKETING SEGMENTS OF PEOPLE
GREEN LEADERS
TRUE BLUE GREENS
GREEN BACK GREENS
GREAN FOLLOWERS - SPROUTS
NONENVIRONMENTALISTS
GROUSERS
BASIC BROWNS

159. 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

160. 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

161. COUNTRY OF ORIGIN EFFECTS
AFFECT TRANSFER PROCESS
COGNITIVE MEDIATION PROCESS
PURCHASE INTENTION EFFECT

162. 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!

163. GREY MARKETING MARKETING? DUE TO THE: THREE POSSIBILITIES INFORMATION
GLOBAL BRANDS
THREE POSSIBILITIES
REIMPORTATION
PARALLEL IMPORTATION
LATERAL IMPORTATION

164. CONSEQUENCES OF GREY MARKETING
POSITIVE CONSEQUENCES
NEW TARGETS
NEGATIVE CONSEQUENCES
IMAGE
RELATIONSHIP WITH DISTRIBUTION CHANNEL MEMBERS
SELF CANNIBALISATION

165. INTERNATIONAL MARKETING PLAN

166. THE STRUCTURE OF THE INTERNATIONAL MARKETING PLAN
1. BRIEF SUMMARY OF THE MANAGER/OWNER
READER - EMPLOYEE, PARTNER, AUDITOR, FINANCIAL INSTITUTION
OBJECTIVE, REASON

167. 2. THE COMPANY
HISTORY
PARAMETERS
3. MOTIVATORS AND OBSTACLES
MACRO AND MICRO MOTIVATORS
INTERNAL AND EXTERNAL OBSTACLES
4. INTERNATIONAL MARKET RESEARCH
OBJECTIVE
METHODS

168. 5. REVIEW OF THE MICRO AND MACRO ENVIRONMENT
MICRO ENVIRONMENT
COMPETITORS,
NEW ENTRANTS,
SUBSTITUTES,
POWER OF THE CLIENTS
POWER OF THE SUPPLIERS

169. MACRO ENVIRONMENT
GEOGRAPHICAL
ECONOMIC
POLITICAL
LEGAL
TECHNOLOGICAL
CULTURAL

170. 6. INTERNATIONAL MARKET SELECTION
INTERNATIONAL MARKET SEGMENTATION
INTERNATIONAL TARGETING
7. MODE OF ENTRY

171. 8. MARKETING MIX
PRODUCT / SERVICE
PRICE (COST)
PROMOTION
DISTRIBUTION CHANNEL
9. ORGANISATIONAL FRAMEWORK

172. 10. SCHEDULING
11. BUDGETING
12. EFFECT STUDY
13. CONCLUSION