Marketing International

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    Marketing International - Presentation Transcript

    1. International Marketing
    2. You can download this presentation at: www.cleverpresentations.com Please visit www.cleverpresentations.com for more presentations on marketing, strategy and case solution
    3. Standardization–Localization Dichotomy
      • Homogeneity of consumer demand
      • Economies of scale and scope
      • Presentation of a consistent image (global branding)
      • Managerial / operational efficiencies
      • Infrastructure demands
        • Media availability
        • Distribution differences
        • Legal restrictions
        • Physical environment
        • Transport and communication
    4. Is Customer Demand Truly Global?
      • Are tastes homogenous?
      • Are individuals willing to concede product differentiation for price?
      • Are marketing skills transferable across borders?
      • Are there real benefits to the firm from:
        • EOS and EO Scope?
        • Global branding (Consistency in image)?
        • Managerial marketing efficiencies?
    5. Marketing Standardisation vs. Specialisation National Responsiveness Global Integration Range of Product Standardization Range of Process Standardization
    6. Three Roles of Marketing Marketing Mix (Product, Price, Promotion and Placement Degree and Structure of Marketing “Standardization” COMPANY CULTURE COUNTRY CULTURE Linkage Configuration Coordination Marketing, Production, R&D, ....
    7. General Rules on Local vs. Global Marketing
      • The greater the cultural grounding , the more likely local responsiveness is better
        • Unique utility benefits versus performance and money
      • Marketing mix (pricing, advertising themes, promotions) is more difficult to standardize than positioning elements (product attributes)
      • Country size makes large economies resistant to globalization
      • Economies of scale and scope increase the likelihood of marketing globalization
    8. Coordination of Marketing Activities
      • Coordination of marketing activities
      • does not imply standardization of product
      • but standardization of process
        • Benefits of using similar methods of performing
        • activities:
          • EOS in training activities
          • Easier quality and performance evaluation
          • Transparent movement of personnel
          • More rapid transference and implementation of strategy
        • Easier transfer of knowledge
          • Sharing of entry and competitive strategies
          • Sharing of marketing information
          • Secondary effects on the size of company operations
      $ MC MB Number of Distinctive Activities A*
    9. How Information Affects the Scale of a Company ATC P ATC Information ATC P + Information Quantity Q Min P + I Q Min P $ Min P P Min P + I P
    10. Coordination of Marketing Activities
        • Sequencing of marketing programs
          • Ability to allow marketing strategy to evolve with the market
          • Ability to diffuse new products across markets
        • Integration of marketing efforts
          • Relations with multinational customers
          • Marketing research and R&D coordination
      Lead Market Second-Tier Market Rest of the World Time Sales World Sales Pattern
    11. Linking Marketing with Other Functions
      • Supporting the development of global products
        • Universal products—product the same everywhere
        • Modified products—product contains a fundamental core but is different in locally important ways
        • Country-tailored products—product can differ dramatically from market to market
      • Creating and fostering demand for new ‘global’ products
      • Segmentation and physical product design
        • Identifying segments present in most countries
        • Targeting different segments in different countries
        • Identifying customer/country groups
      • Tailoring the product(s) with service and accessories
    12. Global Product Country B Product Country A Product CORE PRODUCT
    13. Country-Tailored Products Country B Product Country A Product Country C Product CORE PRODUCT
    14. An Example of Different Linkage Structures Full Linkage Complete Localization R & D Procurement Marketing Manufacturing R & D Finance & Control Procurement Marketing Manufacturing Finance & Control
    15. Overall Marketing Matrix Approach Target Country World Segmentation Universal Diverse & Diffuse Product Universal Country-Cantered Region Modified
    16. Thank You

    + Adhirock Adhirock , 3 years ago

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    International Marketing

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