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<ul><ul><li>International Marketing </li></ul></ul>2 Chapter
Definition of International Marketing “ International marketing is the performance of marketing activities across national...
Nature of International Marketing <ul><li>Relationship between ultimate consumer & organization </li></ul><ul><li>Transact...
Scope of International Market  <ul><li>The main ways of entering into International Marketing are as follows: </li></ul><u...
<ul><li>Contract  Manufacturing </li></ul><ul><li>Any famous company of a country takes the responsibility of marketing of...
<ul><li>Licensing  </li></ul><ul><li>It refers to the agreement to produce & market the products of the company of another...
<ul><li>Franchising  </li></ul><ul><li>It refers to that special right which is given by a producer to a trader to start t...
<ul><li>Joint Venture </li></ul><ul><li>It refers to that partnership in which companies share investment, risks, manageme...
<ul><li>Direct Ownership </li></ul><ul><li>The parent company is often based in one country and carries manufacturing, man...
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International marketing

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Transcript of "International marketing"

  1. 1. <ul><ul><li>International Marketing </li></ul></ul>2 Chapter
  2. 2. Definition of International Marketing “ International marketing is the performance of marketing activities across national borders.” “ International marketing is to make available country’s products & services to more than one country’s customers for use.”
  3. 3. Nature of International Marketing <ul><li>Relationship between ultimate consumer & organization </li></ul><ul><li>Transaction in Goods & Services </li></ul><ul><li>Priority to Marketing Recognition </li></ul><ul><li>Wider than Export Marketing </li></ul><ul><li>Focus on Foreign Market Culture </li></ul><ul><li>Involvement of Two Countries </li></ul><ul><li>Many Basis </li></ul><ul><li>Language Difference </li></ul><ul><li>Comparative More Risk </li></ul><ul><li>Government Intervention </li></ul><ul><li>Payment in Foreign Currency </li></ul>
  4. 4. Scope of International Market <ul><li>The main ways of entering into International Marketing are as follows: </li></ul><ul><li>Contract Manufacturing </li></ul><ul><li>Licensing </li></ul><ul><li>Franchising </li></ul><ul><li>Joint Ventures </li></ul><ul><li>Direct Ownership </li></ul>
  5. 5. <ul><li>Contract Manufacturing </li></ul><ul><li>Any famous company of a country takes the responsibility of marketing of the products & services produced by a company of some other country. </li></ul><ul><li>Advantages: </li></ul><ul><ul><ul><li>No need to arrange for production. </li></ul></ul></ul><ul><ul><ul><li>No risk of investment in foreign country. </li></ul></ul></ul><ul><ul><ul><li>Opportunity to cash the benefit of previously earned goodwill. </li></ul></ul></ul><ul><ul><ul><li>In case of failure, business can be easily shunned. </li></ul></ul></ul><ul><li>Limitations: </li></ul><ul><ul><ul><li>Lack of control on Production Activity. </li></ul></ul></ul><ul><ul><ul><li>Risk from prospective competitors. </li></ul></ul></ul>
  6. 6. <ul><li>Licensing </li></ul><ul><li>It refers to the agreement to produce & market the products of the company of another country in exchange for a royalty or fees. </li></ul><ul><li>This method is used: </li></ul><ul><ul><ul><li>When Govt. of Importer nation has imposed restriction on import. </li></ul></ul></ul><ul><ul><ul><li>When we do not want to invest capital in foreign country. </li></ul></ul></ul><ul><ul><ul><li>When no adequate awareness of foreign market. </li></ul></ul></ul><ul><ul><ul><li>When Govt. of the country wants to avoid dominance of foreign companies. </li></ul></ul></ul>
  7. 7. <ul><li>Franchising </li></ul><ul><li>It refers to that special right which is given by a producer to a trader to start the same business at a particular place being done by a producer. </li></ul><ul><li>Features: </li></ul><ul><ul><ul><li>Right to use the name. </li></ul></ul></ul><ul><ul><ul><li>Continuous control. </li></ul></ul></ul><ul><ul><ul><li>Assistance to Franchise. </li></ul></ul></ul><ul><ul><ul><li>Separate Business. </li></ul></ul></ul><ul><ul><ul><li>Periodical Fees. </li></ul></ul></ul><ul><ul><ul><li>Minimum Agreement Period. </li></ul></ul></ul><ul><ul><ul><li>Written Undertaking. </li></ul></ul></ul>
  8. 8. <ul><li>Joint Venture </li></ul><ul><li>It refers to that partnership in which companies share investment, risks, management & profits in the development, production or selling of products. </li></ul><ul><li>This method is used: </li></ul><ul><ul><li>When a company wants to do business on international level but lacks in capital & human resource. </li></ul></ul><ul><ul><li>When a company anticipates that doing business with a local partner will prove profitable. </li></ul></ul><ul><ul><li>When a company is willing to avail the benefit of the existing Distribution System of the local partner of importer country. </li></ul></ul>
  9. 9. <ul><li>Direct Ownership </li></ul><ul><li>The parent company is often based in one country and carries manufacturing, management, and marketing operations in different countries. </li></ul><ul><li>Advantages: </li></ul><ul><li>Full Control over production & quality of product. </li></ul><ul><li>There is no risk of prospective competitors. </li></ul><ul><li>Limitations: </li></ul><ul><li>More need of financial & administrative sources. </li></ul><ul><li>Lack of awareness about foreign markets. </li></ul><ul><li>Lack of co-operation of foreign government. </li></ul>
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