Class 3-slides.ppt

477 views

Published on

Published in: Education, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
477
On SlideShare
0
From Embeds
0
Number of Embeds
126
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Class 3-slides.ppt

  1. 1. Global MarketingClass Three
  2. 2. Industry Codes• Standard Industry Classification (SIC)• North American Industrial Classification System (NAICS)• Harmonized Schedule (HS)• Schedule B—U.S. Export Code (3CE database)• Harmonized Tariff Schedule (HTS)—U.S. Import Code
  3. 3. Product ClassificationCar vs. Spare Parts?  Ukrainians cut cars in half to reduce import tax at customsSource: Today I Learned Something New, August 3, 2011 http://todayilearned.co.uk/2011/08/03/ukrainians‐cut‐cars‐in‐half‐to‐reduce‐import‐tax‐at‐customs/
  4. 4. Product Life Cycle• Stage 1: Introduction• Stage 2: Growth• Stage 3: Maturity• Stage 4: DeclineCan be as short as 90‐days (ex: Electronics)
  5. 5. Research Types• Primary Research (tailored and direct)• Secondary Research (second‐hand)
  6. 6. Business DatabasesBusiness Information Industry Information
  7. 7. Entry Modes• Indirect– EMC, ETC, Piggyback• Direct– Benefits: Direct control, feedback, sales– Drawbacks: Higher investment, longer time to market, higher risk• Licensing (technology, IP)
  8. 8. The Marketing Mix• Product• Promotion• Price• Place
  9. 9. Marketing Types• Vertical Marketing• Horizontal Marketing
  10. 10. Marketing Strategies• Push Strategies (direct selling)– Taking the product to the customer• Pull Strategies (marketing)– Getting the customer to come to you
  11. 11. Distribution Strategy• Acquisition• Sales Representative/Agent• Distributor (wholesale)• Piggyback Marketing• Franchise• Technology Exchange/Licensing Agreement• Joint Venture/Strategic Alliance• Subsidiary/Foreign Office (FDI)• Trading House• Sell Direct to End User
  12. 12. Promotion Types• Broadcast Promotion• Targeted PromotionSupport your overseas representatives, distributors, offices, ventures
  13. 13. International Promotion• Electronic: Website, Social Media, e‐Advertisement (Featured U.S. Exporter), Exporters Yellow‐Pages• Direct Mail: Buy industry lists from respective industry chamber or industry magazines; • Media Advertisements: Commercial News USA (www.thinkglobal.us), Industry Magazines, Local TV,• Newspapers, Yellow‐pages• Governmental Services: International Partner Search, Gold Key, Trade Leads
  14. 14. USG Export Promotion Services• Foreign market research (secondary—Country Commercial Guides and Industry Insight Reports) • Customized market research (primary)• Due diligence reports on potential overseas business partners• Gold Key matching service• Customized market and industry briefings  • Appointments with prospective trade partners• Post‐meeting debriefing and assistance in developing appropriate follow‐up strategies • Travel, accommodations, interpreter, and clerical support 
  15. 15. Distributor Checklist• Sales force• Sales performance• Territorial coverage• Companies and products represented• Customer profile• Facilities and equipment• Localization capabilities• Market development capabilities• Industry knowledge – supply chains, distribution channels
  16. 16. International Credit Report Providers (sampling)• Dun & Bradstreet Information Services• Coface North America• Graydon Credit Management Services• Kreller Group International• Credit Risk Monitor• Owens OnLine, Inc. • Standard and Poor’s Compustat
  17. 17. The Vienna ConventionInternational Sale of Goods (CISG)• Only applies to international sales• Excludes:– Consumer sales, sales of ships, aircraft, electricity, securities transactions, services• Does not cover: – Incoterms, passing of title• Parties may contract out any of the provisions
  18. 18. International Marketing Events• Virtual show• Catalog show• Trade Show– General (horizontal)– Industry‐specific (vertical)• Trade Mission (In‐ and Out‐bound)

×