Presentation on theme: "INTERNATIONAL MARKETING"— Presentation transcript:
1 INTERNATIONAL MARKETING What is your product?Who are your costumers?Who is your competition?Are you international?If you are international,why selling internationally?
2 INTERNATIONAL MARKETING Make a commercialfor your companyBe creativeMake an sloganBe brief
3 INTERNATIONAL MARKETING “The world’s youth preferCoke to tea,trainers to sandalsand burgers tohome made cooking”Tastes everywhereare becoming similarand homogenous.WHY?There are still wide variationsin taste, customs,behavior expectations betweencostumers in different marketseven when the outside oneslook similar to ours!Acting local means:Having local market knowledge,recognize attachmentsto local brandsand how business is donein each place.“THINK GLOBAL,ACT LOCAL”Of course there are issuesthat a company with aglobal presencehas to address such as;It may seem easybut it took Marlboro 30 yearsand McDonald’s 20 yearsto become global organizationsCommitmentInvestmentRisk
4 INTERNATIONAL MARKETING How to enter the overseas market in the first place?Indirect exportUse an intermediarysuch an export agentto deal with buyersin the overseasDirect exportCompanies handletheir own exportsby setting up overseassales officesLicensingCompanies sell the rightsto use manufacturing process,trademarks or patentfor a feeJoint VentureTwo companies,a local one andan overseas onework togetherto developa particular marketbut remain independentConsolidationThe combining ofseparate companies,functional areas,or product lines,into a single one.Differs from a mergerin that a new entityis createdMergerThe combining of twoor more entities into one,through a purchase acquisitionor a pooling of interests.Differs from a consolidationin that no new entity is createdfrom a merger
5 VOCABULARY PRACTICE1. Because of tight _________________ company profitscould not taken out of the company.2. Red tape and other examples of ____________________hinder a company’s entry to the market.3. The country is attractive to exporters becauseit has enjoyed ______________ for the last 50 years.4. The purchasing behavior of consumers can be describedas their _______________.5. The ________________ is improving leading to a risein employment.6. _______________ is a term used by economists to describehow wealth is shared in a country.Buying habitsGovernment bureaucracyMonetary regulationsEconomic situationIncome distributionPolitical stability
6 INTERNATIONAL MARKETING What do they have different?
7 “Perfect Cup of Coffee” Points to Learn from the Starbucks Marketing StrategyEvery business can learn from another, especially if a particular businessis one that has displayed tremendous success over the years.The Starbucks Corporation and its successful marketing strategies are definitelysomething that anyone interested in business can learn about.What sort of techniques did the company use, and how were these able to reach outand attract millions of people worldwide?Some of their best strategies are outlined below.“Perfect Cup of Coffee”Starbucks history has shown that they place a huge emphasison product quality. Their coffee, even if priced slightly more expensivethan expected, is notorious for satisfying customers with its rich, delicious tasteand aroma. “Third Place”From the very beginning, the Starbucks marketing strategy has focused on creatingthe “third place” for everyone to go to between home and work.Creating this unique and relaxing “experience” and “atmosphere”for people has been very important for the companyas they have realized that this is one of the strongest conceptsattached to the company, to which customers have been strongly attracted.
8 “Customer Satisfaction” Customer satisfaction is a very important issue with Starbucks.From entrance to the store to the very last drop of their coffees, it is a mustthat customers feel the uniqueness of enjoying their Starbucks coffee experience.Without a doubt, Starbucks Coffee Company knows the answer to the question,"Why is customer service important."“Brand Marketing”The Starbucks marketing strategy has always focused on “word-of-mouth” advertisingand letting the high quality of their products and services speak for themselves.For years, this has been uniquely Starbucks, and it has played a huge part inmaking Starbucks Coffee Company a success.The definition of viral marketing speaks to this new word of mouth that Starbuckshas run with, and made their own.
9 NOUN COMPOUNDS Increasingly difficult market conditions long-term It is 2 nouns together but they are shorter than a conventionalnoun phrase. For example:An export license instead of a license to exportA consumer protection law instead of a law for the protection of consumersHEADNOUNADVERBADJECTIVENOUNIncreasinglydifficultmarketconditionslong-termmarketingstrategy