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  • 1.  
  • 2. Learning Objectives
    • Differentiation b/w Local and foreign market
    • Understanding of communication & Promotion
  • 3. INTRODUCTION
    • Export marketing is not just a process to find buyers/importers and approach them with the expectation of export orders but a well planned strategic marketing process one should follow and performed well to get success in International Market.
    • major export marketing efforts get failed due to lack of implementing strategic marketing action plan.
  • 4.
    • Export marketing
    • Cross culture communication
  • 5. Promotion & Communication
  • 6. Importance of Communication
    • Helpful in Buyers & Sellers
    • Decision power
    • Product/service education
    • Open door policy
    • Two way communication.
  • 7. Exporter’s massage sent (encoded) Foreign buyer’s receipt of massage (decoded)
  • 8. Dimensions of attitude & Behavior on Communication
    • Hierarchy Sequence
    • Traditional learning---------------Learn-feel-Do
    • Low involvement------------------Learn-Do-Feel
    • Dissonance attribution----------Do-feel-learn
    • Dependency------------------------Feel-Do-Learn
  • 9. Promotion & Communication Decisions
    • Decisions are taken on the basis of
    • What Massage?
    • What Communication Media?
    • How Much Effort Or Money to Spend?
  • 10. Push Vs Pull strategy
  • 11. Factors Affecting Promotion Mix
    • Funds Availability
    • promotion Cost
    • Degree of competition
    • type of product
    • Entry Mode
    • Market type.
    • Non monitory resources
    • Market size
    • Media availability
  • 12. Export Marketing As Communication (verbal & Non verbal)
    • Verbal( Spoken or written)
    • Non verbal (gestures & Acts )
  • 13. Non verbal (gestures & Acts ) Communication
    • Appearance
    • Chornemics
    • Haptics
    • Kinesics
    • ocukesics
    • Olfaction
    • Oreentation
    • Paralinguistic's
    • Posture
    • proxemics
  • 14. Communication & Promotion Blunders
    • Blunders /mistakes
    • They Happen due to Differences :
        • Language
        • Culture
        • Norms
        • Values
        • Incomplete/weak plan
    • What are the After Effects?
        • Loss
  • 15. Alternative Techniques of promotion
  • 16. Alternative Techniques of promotion
    • Personal selling
    • Sales Promotion
    • Publicity
    • Advertising
    • Direct Marketing
  • 17. 1. Personal selling
    • “ Person to person Communication between a companies representative and perspective buyer.”
    • Domestic & International Personal selling differentiate on the basis of behavior.
    • Personal selling tools include
      • Personal presentation
      • Trade shows (exhibitions and fairs. Le marche)
  • 18. Functions of Sales People in international scenario (Personal selling)
    • The Actual selling Activity
    • Customer Relation
    • Information Gathering And Communicating.
  • 19. Stages Of personal Selling 1.Prospecting 2.Pre approaching 3.Problem solving 4.Approaching 5.Presenting 6.Handling Objections 7.Closing The sale 8. Follow-up
  • 20. Personal Selling is best in Situations Like:
    • Restrictions on Advertising
    • Closed Media Facilities
    • Strong & rigid Govt. Hold
    • Risky Political Situations.
  • 21. 2. Sales Promotion
    • “ This includes all sales activities that supplement & Strengthen personal selling & advertising .”
    • Short-term incentives to encourage the purchase or sale of a product or service
    • Sales promotion is done with vast array of devices .
  • 22. Sales Promotion devices (best for export Marketing)
    • Foreign catalogs.
    • Samples.
    • House origin & company published Magazines.
    • Films Slides & personal computers.
    • Trade fairs Exhibitions.
    • Point Of Purchase materials.
    • Consumer promotion materials.
  • 23. Sales Promotion devices (best for export Marketing) Foreign catalogs
    • Ever Present
    • Silent
    • Accurate
    • All knowing
  • 24. Foreign catalogs (Purpose )
    • Creates interest & Attract leadership
    • Mirror the personality of manufacturer or Exporter
    • Carry the reputation of the manufacturer or Exporter .
    • Make buying easy
    • Create the Desire for ownership
    • Supply all the facts that a sales person would present in person.
  • 25. Sales Promotion devices (best for export Marketing) Samples
    • “ Means of avoiding distance business difficulties”
    • Sampling types
    • Direct Sampling
    • Residential Agents, branch office mangers& traveling Sales People.
  • 26. Sales Promotion devices (best for export Marketing) House organ & company published Magazines
    • Gives knowledge on competitors strategy
    • good will building & Institutional Advertising.
  • 27. Sales Promotion devices (best for export Marketing) Films ,Slides & personal computers
    • Motion picture & video tape
        • Combining the illustration with spoken words
        • Expensive
        • Time Consuming
    • Slide films
        • Less Expensive
        • Time Effective
    • Personal Computers
        • Easy access
        • Wider Range
  • 28. Sales Promotion devices (best for export Marketing) Trade fairs Exhibitions
    • “ A concentrated exhibition of the products of many manufacturers/exporters. “
    • Types
    • The broad general
    • Specialized
  • 29. Sales Promotion devices (best for export Marketing) Point Of Purchase materials
  • 30. Sales Promotion devices (best for export Marketing) Consumer promotion materials
  • 31. Sales Promotion, Pro and Con
    • Advantages:
    • Motivation method for special efforts
    • Short-term sales increase
    • Defined target audience
    • Defined role/objectives
    • Indirect roles (e.g., wider distribution)
    • Disadvantages:
    • Only short-term
    • Hidden costs
    • Confusion
    • Price cutting -Brand image
    • Postponement effect
    • Significant government regulation
    • Lack of effectiveness sometimes (learning effect)
  • 32. 4. Publicity & Public Relations
    • Publicity: A special form of public relations that involves news stories about an organization or its products.
    • Public relations: A planned communication effort by an organization to contribute to generally favourable attitudes and opinions toward an organization and its products.
    • PR tools
      • Press releases
      • Sponsorships (Mc Donald’s and the hospital 53753)
      • Special events (Vodafone and the charity complex)
  • 33. Activity
    • Snatch a Picture
  • 34. 4. Advertising
    • “ Any paid form of non-personal presentation and promotion of ideas, goods, or services”
    • Advertising categories
    • Short Run (Awareness)
    • Long Run (Brand Establishment)
  • 35. Profiles of major media types Medium Advantages Limitations Print - Newspaper Flexibility; timeliness; good local market coverage; broad acceptability; believability Short life; poor production quality Television Good mass-market coverage; low cost per exposure; combines sight, sound, and motion; appealing to the senses High absolute cost; high clutter; less audience selectivity Radio Good local acceptance; high geographic and demographic selectivity; low cost Audio only; low attention (“half heard”); fragmented audiences Print - Magazine High geographic and demographic selectivity; credibility and prestige; quality production; long life; good pass-along high cost; no guarantee of position Outdoor Flexibility; high repeat exposure; low cost; low message competition; good positional selectivity Little audience selectivity; creative limitations Online High selectivity; low cost; immediacy; interactive capabilities Small, demographically skewed audience; low impact; audience controls exposure
  • 36. Advertising
    • Climate For Advertising
    • Foreign Media
    • International media
    • Media mix
  • 37. Climate For Advertising
    • “ Its result of factors present in socio-economic Cultural System ”
    • Dimensions of the Climate for Advertising
    • Economic system
    • Social culture
    • Cultural Background
    • Religious climate
    • monopoly
    • Censorship
    • Restrictions on advertising
  • 38. International media
    • “ Vary considerably from Country-to-country”
    • Print Media
    • Business Consumer Magazines
    • News Papers
    • Electronic Broadcast Media
    • Radio
    • Television
    • Internet
  • 39. Foreign Media
    • “ That circulates & Seen /heard in 2 or more nations.”
    • Print Media
    • Electronic Broadcast Media
    • Direct marketing
  • 40. Media mix
    • Effectiveness in accomplishing advertising objectives which are:
    • Reach
    • Frequency
    • Continuity
    • Size
    • Availability
  • 41. 5. Direct marketing
    • Direct communications with carefully targeted individual consumers-the use of telephone, mail, fax, e-mail, the internet, and other tools to communicate directly with specific consumers
    • Direct marketing
      • Sending catalogues
      • Telemarketing
  • 42.  
  • 43. Export Promotion Strategy Involves
    • Setting promotional objectives.
    • Deciding on the types of advertising & promotional messages.
    • Selecting media.
    • Determining how much time, effort & money to spend.
  • 44. Export Promotion Strategy Levels
    • Enterprise level
    • Industry Level
    • Individual level
  • 45. Objectives of Export Promotional Programs & Strategy
    • Specific Attainable goals
    • Must accomplish specific objective
      • To convince buyers of the durability of a product
      • To illustrate the effectiveness of the product in satisfying a particular want.
      • To create an image of the company as a dependable supplier.
  • 46. Steps of strategy formulation
    • Assessment of size& extent of market
    • Customer behavior
    • Buying habits
    • Competitive circumstances
  • 47. Export Strategy Categories Chipsy BMW
  • 48. Planning advertising Strategy
    • Planning phase is facing two major Issues
    • Standardization VS Adaptation
    • Advertising Transference
  • 49. Standardization And Adaptation
  • 50. Standardization versus Adaptation
    • The fundamental international product decision after the decision to internationalize.
    • International market approach alternatives to adaptation
      • Sell the product as it is internationally.
      • Modify product for different countries or regions.
      • Design new products for foreign markets.
      • Incorporate all differences into one product and introduce it globally.
  • 51. Factors Encouraging Standardization
    • Economies of scale in production
    • Economies in product R&D
    • Economies in marketing
    • “ Shrinking” of the world marketplace and increasing economic integration
    • Global competition
  • 52. Factors Encouraging Adaptation
    • Differing use conditions
    • Government and regulatory influences
    • Differing consumer behavior patterns
    • Local competition
    • True to the marketing concept
  • 53. Strategic Adaptation to Foreign Markets Low High Industrial/ Technology Intensive Consumer Need for Adaptation Degree of Cultural Grounding Nature of Product Source: Adapted from W. Chan Kim and R. A. Mauborgne, “Cross-Cultural Strategies,” The Journal of Business Strategy 7 (Spring 1987): 31; and John A. Quelch and Edward J. Hoff, “Customizing Global Marketing,” Harvard Business Review 64 (May-June 1986): 92-101.
  • 54. Factors Affecting Adaptation Regional, Country, or Local Characteristics Product Characteristics Company Considerations Decision to Alter the Domestic Product
  • 55. Advertising Transference
  • 56. Advertising Transference
      • “ Entry of marketing activity or strategy in a foreign market ”
  • 57. factors of Advertising Transference
    • influences of the appeal
    • mechanics of encoding and decoding
    • the silent languages
  • 58. Extension Adjustment Combinations.
    • A simple model of transference assumes that 2 countries are either the same or different for each of These factors &
    • this leads to 8 different types of Extension Adjustment Combinations
  • 59. Extension Adjustment Combinations. Complete Extension (Nike) Symbolic Extension. (Vicks) Literal Extension. (Telenor) Symbolic and Literal Extension. (Coca Cola) Simple Adjustment. (Scooty) Symbolic Adjustment. (Instant coffee) Literal Adjustment. (Gillete) Complete Adjustment.
  • 60. Complete Extension (Nike) China,UAE,India
  • 61. Symbolic Extension. (Vicks)
  • 62. Literal Extension. (Telenor)
  • 63. Simple Adjustment. (Scooty)
  • 64. Symbolic and Literal Extension. (Nescafe)
  • 65. Literal Adjustment. (Gillete)
  • 66. Complete adjustments
  • 67. Management Issues
  • 68. Management Issues
    • Control over planning promotional strategy depends on many factors such as objectives of promotional programs, availability of information on the relevant possible promotional forms and media selection.
    • Broadly control is divided into
    • Centralized Control
    • Decentralized Control
  • 69.  
  • 70. References
    • http://www.unescap.org/tid/publication/tipub2107_chap3.pdf
    • www.wikipedia.com
    • www.youtube.com
    • www.slideshare.net
    • http://www.picsearch.com/
    • TEXT Book