4. Agenda مطالب
• Marketing
• Basic Concepts
• The international marketing
concept
• International marketing
environment
• Major obstacles in
international marketing
• Stages of international
marketing involvement
•بازاریابی
•پایه مفاهیم
•المللی بین بازاریابی مفهوم
•المللی بین بازاریابی محیط
•بزاریابی در عمده مشکلت
المللی بین
•بازاریابی در درگیری مراحل
المللی بین
5. Marketing
بازاریابی
‘Marketing is a social and managerial process by
which individuals and groups obtain what they want
and need through creating, offering and exchanging
products of value with others’
Kotler 1991
یک بازاریابیاجتماعی پروسهواداریکه بوده
های خواسته و نیازها ها گروه و افراد ان توسط
توسط را خودساخت،پیشنهاداتوتبادله
با محصولتارزشاورند می بدست دیگران با .
6. “It’s no longer enough to satisfy your
customers. You must delight them”
Kotler 2004
”راضی را مشتریان که نیست کافی این از بعد
.دهید خوشی را آنها باید شما “نماید
7. Needs نیازها
• Needs are basic and
necessary requirements
of human beings, with
out fulfillment of which
life will not be possible.
• For example: food,
shelter, clothing
•پایه احتیاجات آن نیازها
بجا بدون که استند انسانی
کردن زندگی آنها اوردن
.میرسد نظر به ممکن غیر
•،پناهگاه ،خوراک : خالً: مث
لباس
8. Wants ها خواسته
• Those needs which are
not basic in nature, but
if we get them life
becomes full of
comforts.
• A human need which is
shaped by culture and
individual.
i.e. I want a Coca Cola.
I want kebab.
•پایه اصل در که نیازها آن
را آن اگر ولی ،نیستند
از پر زندگی نمایم حاصل
.میشود ها آرامش
•.نوشابه ،کباب : الکً: مث
9. Demands ها تقاضا
• Demand is the
willingness to pay and
ability to pay for the
satisfaction of needs and
wants.
•از است عبارت تقاضا
پرداخت توانایی و رضایت
و نیازها بجااوردن برای
.ها خواسته
خواستهتوانایی
خرید
“تقاضا
10. Exchange تبادله
• The process of paying
money or other valuables
and getting goods and
service in return is
known as “exchange”.
•یا پول پرداخت روند
مقابل در و دیگر اسباب
و کال اوردن دست به
عبارت تبادله را خدمات
.میشود
میباشد شرایط چهار دارای تبادله
11. Conditions شرایط
• Two or more than two persons
or organizations should be
involved, and they must have
some need for exchange.
• It always occur voluntarily
• Each party or person may have
something of value for other
person or party
• They must communicate with
each other as we have already
studied that buyers go to the
market in order to purchase
products or hire services.
•نهادها یا افراد بیشتر دو از یا دو
نیاز باید آنها و باشند درگیر باید
.باشند داشته تبادله به
•.میگیرد صورت داوطلبانه همیشه
•ارزش با چیز یک باید جانب هر
.تبادله برای باشند داشته
•ما چون کنند قایم ارطبات باید آنها
به خریدارها که کردیم مطالعه قبل
را محصولت تا بازارمیرود
اجاره را خدمات یا کنند خریداری
.کنند
12. Value ارزش
• Not just price
• Not just product
• Not just features
• Not just your
competitive advantage
•قیمت نتها نه
•محصول تنها نه
•ها ویژگی تنها نه
•رقابتی امتیاز تنها نه
اعتبار آن توسط توان می که است چیز آن نتها مگر
اورد دست به را .مشتریان
13. Competitive Advantage
رقابتی امتیاز
Competitive advantage is achieved(اوردن )بدست
whenever you do something better than
competitors()رقیبان . If that something is important to
consumers(,)مستفیدین or if a number of small
advantages can be combined(کردن )یکجا , you have an
exploitable(استفاده )قابل competitive advantage. One
or more competitive advantages are necessary to in
order to develop()ساختن a winning strategy”
Davidson, 1987
14. International marketingبین بازاریابی
المللی
• It refers to marketing
carried out by companies
overseas or across national
borderlines.
• The performance of the
business activities that
direct the flow of a
company’s goods and
services to consumers or
users in more than one nation
for a profit.
•که بازاریابی از است عبارت این
ازعرضشرکت توسط مرزها
.میگیرد صورت ها
•که تجاری فعالیتهای ایفا
شرکت خدمات و کال جریان
یا مشتریان به منافع برای را
قوم یک از بیشتر مستفیدین
.نمایند می ارایه
15. American Marketing Association (AMA)
امریکا بازاریابی سازمان
• The multinational process of
▫ planning and executing the conception,
▫ pricing, promotion and distribution of ideas,
▫ goods, and services to create exchanges that satisfy
individual and organizational objectives
oاز ملیتی چند پروسه
،مفاهیم تتبیق و گزاری پلن
،افکار توزیع و ترویج ،گزاری قیمت
و انفرادی مقاصد که تبادله برای خدمات و کال
.آورند می بر را اجتماعی
16. INTERNATIONAL MARKETING
المللی بین بازاریابی
• In simple words
International Marketing
is the application of
marketing principles to
across national boundaries.
• However, there is a
crossover between what is
commonly expressed as
international marketing and
global marketing, which is a
similar term.
•بازاریابی ساده عبارت در
کاربرد از عبارت المللی بین
سرتاسر در بازاریابی اصول
.است قومی مرزهای
•وجود نظر اختلف ،اگرچه
اصتلحات در دارد
المللی بین بازاریابیو
جهانی بازاریابیکه
مشابه اصتلحات لً اص
17. Global marketing
• It refers to marketing activities integrated across
multiple country markets.
•سر تا سر در که بوده بازاریابی های فعالیت به راجع این
.میباشد مجتمع کشورها چندین
28. • United States - "okay"
• Mediterranean - "zero" or "the worst“
• Tunisia - "I'll kill you"
• Japan - "money".
لسانی موانع
29. Language barrier
74 English-speaking nations a word with the same
meaning can differ greatly from each other
• Bar: pub (Britain), hotel (Australia), boozer (Australia, Britain,
New Zealand)
• Bathroom: Loo (Britain), Dunny (Australia)
• Ghost or monster: Wendigo (Canada), Duppy (Caribbean),
Taniwha (New Zealand)
• Truck: Lorry (Britain and Australia)
• Sweater: Jumper (England)
• French fries: Chips (Britain)
• Soccer: Football (the rest of the world)
30. تفاوت گرفتن نادیده
بعض فرهنگی های
نتیجه بسیار اوقات
.دارد شرمناک
Nike found that
this stylized “Air”
logo resembled
“Allah” in Arabic
المللی بین محیط قوتهای
34. • Founded: 1924 as Gebrüder Dassler Schuhfabrik (registered in 1949)
• Founders: Adolf Dassler
• Headquarters: Herzogenaurach, Germany
• Products: Footwear, sportswear, sports equipment, toiletries
• Revenue: €14.49 billion (2013)
• Operating income: €1.202 billion (2013)
• Profit: €787 million (2013)
• Total assets: €11.59 billion (2013)
• Total equity: €5.489 billion (2013)
• Employees: 50,728 (2013)
35. •Targeting: Targets the youth, The consumer is from upper
middle class, The consumer is working & love sports, The
Consumer is fashionable and stylish.
•ADIDAS SPORT PERFORMANCE: Primary focus for adidas,
70% of adidas income, Main focus: running, football, basketball,
and training apparel, “Impossible is Nothing”
•Adidas Strategies:
•Focus on the global major and sport lifestyle markets
•“Impossible is Nothing”
•Women’s market
•Position as “Premium Brand”
•Three different categories of adidas strategies: adidas
products divisions, distribution, and pricing strategies.
36. Products
• The core benefit is to satisfy consumers’ needs or
want.
• Caters for different needs and wants of consumer
• Uphold its brand by constantly upgrading and
improving products’ innovative features and quality to
satisfy its customers.
• Today, Adidas has established itself as a strong
brand for sports apparels.
Marketing Mix ( 4Ps )
37. Marketing Mix ( 4Ps )
• Price
▫ Adidas is a shopping product
▫ Able to penetrate the market as it is
cheaper than its competitors
▫ Uses market skimming
e.g white T-mac 4 shoes is being charged at a
higher price than the other colour of the same
version
38. Marketing Mix ( 4Ps )
• Promotion
▫ Promotion objective
Become the NO.1 sporting brand in the
world.
▫ Promotion Mix
Advertising commonly through the mass
media.
Through the use of the internet
Point of Sale
‘Impossible is Nothing’ campaign
39. Marketing Mix ( 4Ps )
• Place
▫ Distributing some of the Adidas products to
the various sporting outlets
e.g Royal Sporting House, World of
Sports, Sportslink
▫ Adidas outlets
▫ Online purchasing through the internet