The document explores the complexities of international marketing, emphasizing the differences between industrial and consumer goods, particularly regarding demand volatility and quality standards. ISO 9000 certification is highlighted as a significant quality benchmark that enhances corporate performance and serves as a competitive marketing tool. Additionally, the role of trade shows is stressed as a crucial aspect of business-to-business marketing, facilitating relationships and product demonstrations.

1. International Marketing
15th edition
Philip R. Cateora, Mary C. Gilly, and John L. Graham

2. 14
Introduction
• Issues of standardization versus adaptation
– Less relevance to marketing industrial goods than
consumer goods
• Factors accounting for greater market similarities
in customers of industrial goods versus consumer
goods
– The inherent nature of the product (industrial
products and services are used in the process of
creating other goods and services)
– The motive or intent for the user differs (industrial
consumers are seeking profit, whereas the ultimate
consumer is seeking satisfaction)
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3. 14Major Categories
U.S. Exports
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Exhibit 14.1

4. 14Demand in Global
Business-to-Business Markets
• Three factors affect the demand in industrial
markets differently than in consumer markets.
They are:
– Volatility of industrial demand (demand in
industrial markets is by nature more volatile)
– Stages of economic development (stages of
industrial and economic development affect
demand for industrial products)
– Technology and market demand (the level of
technology of products and services make their
sales more appropriate for some countries than
others)
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5. 14The Volatility
of Industrial Demand
• Cyclical swings in demand
– Professional buyers tend to act in concert
– Derived demand accelerates changes in markets
• Derived demand can be defined as demand dependent
on another source
• Minor changes in consumer demand mean major
changes in related industrial demand
– Boeing
• Worldwide demand for travel services related to
demand for new airplanes
• Commercial aircraft industry one of the most volatile
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6. 14Quality and
Global Standards
• Perception of quality rests solely with the
customer
– Level of technology reflected in the product
– Compliance with standards that reflect customer
needs
– Support services and follow-through
– Price relative to competitive products
• Quality standards vary with level of country’s
industrialization
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7. 14
ISO 9000 Certification –
An International Standard of Quality
(1 of 2)
• Positively affects the performance and stock
prices of firms
• Certification of the existence of a quality control
system a company has in place to ensure it can
meet published quality standards
– Describes three quality system models
– Defines quality concepts
– Gives guidelines for using international standards
in quality systems
• Generally voluntary
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8. 14
ISO 9000 Certification –
An International Standard of Quality
(2 of 2)
• EU Product Liability Directive
• Now a competitive marketing tool in Europe and
around the world
• The ACSI approach
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9. 14
Business Services
• For many industrial products the revenues from
associates services exceed the revenues from the
products
– Cellular phones
– Printers
• Leasing capital equipment
• Services not associated with products
– Boeing at-sea-satellite-launch services
– Ukrainian cargo company space rental on giant jets
– Professional services (advertising, banking,
healthcare, etc.)
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10. 14
After-Sale Services
• Installation
• Training
• Spare and replacement parts
– Delivery time
– Cost of parts
• Service personnel
• Almost always more profitable than the actual
sale of the machinery or product
• Crucial in building strong customer loyalty
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11. 14
Other Business Services
• Client followers
• Mode of entry
– Licensing
– Franchising
– Direct investment
• Protectionism
• Restrictions on cross-border data flows
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12. 14
Trade Shows: A Crucial Part of Business-
to-Business Marketing
(1 of 4)
• Secondary methods for marketing:
– Advertising in print media
– Catalogs
– Web sites
– Direct mail
• Trade shows have become the primary and most
important vehicle for doing business in many
foreign countries
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13. 14
Trade Shows: A Crucial Part of Business-
to-Business Marketing
(2 of 4)
• Total annual media budget spent on trade
events:
– Europeans – 22 percent
– Americans – 5 percent
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14. 14
Trade Shows: A Crucial Part of Business-
to-Business Marketing
(3 of 4)
• Trade shows
– Provide the facilities for a manufacturer to exhibit and
demonstrate products to potential users
– Allow manufacturers to view competitors products
– Are an opportunity to create sales and establish
relationships with agents, distributors, franchisees,
and suppliers
• Online trade shows
– Become useful in difficult economic and/or political
circumstances
– Are obviously a less than adequate substitute for live
trade shows
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15. 14
Trade Shows: A Crucial Part of Business-
to-Business Marketing
(4 of 4)
• Not a matter of selling the right product the
first time instead selling a continuously changed
the product to keep it right over time
• The objective of relationship marketing
– To make the relationship an important attribute
of the transaction
• Differentiating oneself from competitors
• Using the Internet to facilitate relationship
building and maintenance
– Cisco Systems
– Solar Turbines Inc.
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