International Marketing Multidimensional concept of training

Multidimensional concept of training Objective: Understanding the concept of international marketing, studying the reasons companies involvement in International Affairs and International Markets as well as specific risks and differences between local and international marketing.

About… Marketing is a universal economic activity found in all human societies. Marketing is the mechanism by which individuals and organizations provide products and services that they need. Therefore, marketing goes beyond geographical and political boundaries, serving markets everywhere. Some retailers may not sell outside their community ever, while others will be involved in the business, when the occasion arises, away from home, even in other countries around the world.

Definition… The current definition is that which consists in "international marketing looking to what they want from the customers in the international market and then meet these demands better than other domestic or international competitors," adding to finding and meeting the needs of global customers better than the competition and "coordination of the activities of marketing according to the demands of the global environment".

Definition… According to V. Danciu "international marketing is a modern concept regarding orientation of the economic activities in line with the requirements and specifics of external markets (national, multinational, global), in order to meet current and future needs of them with maximum efficiency. It is, however, a number of practical activities conducted by mobilizing all resources human, financial, material ("synergy") available to companies, firms, organizations and institutions of national, multinational or transnational and materialized in researching, selecting and penetrating markets, designing and realizing of goods and services intended for consumers and users in other countries, promoting and distributing such goods at certain prices, so as to be in the form of new orientation ".

SEGMENTATION of INTERNATIONAL MARKETS To identify target markets, a company has to choose the specific countries in which to sell their products. Even though the company aims to serve the entire global marketplace, this process is gradual, and the company is forced to go first in a market or a small group of countries. The process for the selection of countries is not random, but have used certain practical criteria to segment the market and choose those segments or countries in which the company's products/services to have the best chance of success. A market segment refers to a group of similar countries in terms of sensitivity to certain aspects of the marketing strategy. Market segmentation can be defined as a technique different countries sharing in homogeneous groups.

CONCEPT… The concept of segmentation is based on the fact that a business cannot serve the entire world with one set of policies, because there are differences between countries, both economic and cultural.

International market segmentation can be done by completing the following steps: the drafting of principles and rules for the classification of world markets; segmentation of all countries in homogeneous groups with common characteristics with reference to the size of the market; theoretical determination of the most effective ways of serving of each group; choice of the group in which the dealer's own perspective (his strong points) is in line with the requirements of the Group; this classification adjustment ideal real restrictions (existing commitments, legal and political restrictions apply).

CRITERIA… The criteria are relevance and applicability is: international economic, cultural, geographic and behavior. In marketing, as in the case of the national market, there are three strategies concerning market segmentation: undifferentiated marketing; differentiated marketing marketing focused. In the case of undifferentiated marketing, the firm places on the market a product and are looking to attract as many potential consumers through marketing mix evenly. In the case of differentiated marketing, the company changed the product and marketing mix which relates to attract certain submarket. In the third situation – concentrated marketing-company isolates one or more segments for special treatment and the whole effort focuses on this submarket.

Advantages and disadvantages Advantages and disadvantages of globalization of markets can be studied from the perspective of the multinational companies and the countries in which these companies operate.

Advantages… Obtaining capital for growth and development, this can only be generated locally. Access to advanced technology that can not be developed at the local level and must be purchased from abroad. The transfer of know-how, managerial experience and technical knowledge Positive effects on trade balance if substitute imports product or are intended mainly for export. Provide jobs especially in countries that are facing chronic unemployment. To the State budget Revenue through the imposition of taxes and fees on business firms concerned. The use of local suppliers may lead to the development of local firms. Participation of the development of less-favored areas or the implementation of infrastructure projects.

Disadvantages… Increased dependence on foreign company by providing capital, technology and experience. Reducing loss of sovereignty by the Government of the host country of the foreign firm. Negative impacts on social and economic systems, political by encouraging local consumption, the imposition of Western values in place of the traditional or supporting a particular political party. Increased exploitation through the use of non-renewable resources, repatriation of profits rather than reinvest. The provision of technology often outdated or too advanced by the multinational firm. Removing some local companies, potential competitors in certain areas. Out of funds for payment of parts and equipment imported by the repatriation of profits by paying dividends and other transfers between firms.

The strategy of internationalization and forms of penetrating foreign markets training Objective: companies can opt for a multitude of strategies for entrance in foreign markets, each alternative presenting the advantages and disadvantages associated with the level of investment and risk.

Strategic alternatives in the market penetration in foreign markets Problem must be placed in the context of internationalization strategy of the enterprise. Each undertaking which seeks to be present on the international market has to develop a strategy that will enable it to take advantage of. Such a strategy is a complex process that begins with an analysis of information about foreign markets and those relating to the potential of the company, determining the objectives of the international, followed by establishment of the alternatives of internationalization. These alternatives include, in fact, the procedures for entering the international market that must be analyzed in terms of advantages and disadvantages in order to choose the most appropriate input.

The Marketing Plan The Marketing plan should be exciting, challenging. It must sell a planned deal as an opportunity for investment. In order to have the desired impact, the marketing plan should be built on the basis of concrete research results. The marketing plan is a written document in detail, based on a survey of market conditions.

Functions… Your marketing plan must fulfill the following functions: to identify and to materialize the strategy of fulfilling the goals and objectives of the company should be based on clear facts and assumptions invalid to identify financial resources, human and material that will be involved in its implementation to focus on a long-term vision to be simple and short, but detailed to describe how to reach the proposed objectives to be flexible – alternative scenarios with marketing activities relating to- specific procedures for mid-term evaluation and final success of a business plan.

Advantages… to bring all marketing efforts for achieving the goals and objectives set. minimizes the effect of sudden changes in the economic environment indicates directs the activities of other departments of the company makes the effort of management as a result of compliance with the universally known policies and accepted by the Board of Directors

Limits… there is a tool that enables management to predict the future with extreme precision. won’t prevent the possibility of management mistakes will not offer ways to resolve all major issues that arise. In this case, critical analysis remains a basic requirement. will not remain unchanged for as long as planned will be needed corrections to concord with the evolution of the economic environment.

SUCCES! Thank for participation!