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International Marketing - Marketing Basics

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Int. Marketing Marketing Basics
What is marketing?
Exam question 1
Marketing is the process through which organizations create value for people and build strong relations to receive value in return
Marketing is the process through which organizations create value for people and build strong relations to receive value in return
Marketing is the process through which organizations create value for people and build strong relations to receive value in return
Marketing is to sell
Marketing is knowing what to sell
Customer needs Marketing strategy Marketing program Profitable relations Value
Exam question 2
Customer Needs
Customer Needs
Customer Wants
Customer Wants
Customer Wants
Customer Demands
Market Offerings
Market Offerings
Needs   Wants   Demands   Offerings  
Customer needs Marketing strategy Marketing program Profitable relations Value
Market
Potential buyers of a product who share similar wants
Company Client
Company Clientmatchmaking
Company Clientcommunication
Company Clientcommunication ?
Company Clientcommunication ?
Market
Segment 1 Segment 2 Segment 3
Target group Segment 2 Segment 3
Are you for or against nuclear energy?
Value
Are you for or against smoking?
Who among you smokes?
SMOKING KILLS
SMOKING KILLS -­‐_-­‐'  
Products determine our self-view
SMOKING KILLS
Want to quit? Call us on 776 247 025
Want to quit? Call us on 776 247 025
Value Proposition
Which products does Bosch make?
What do you really buy?
AXE  
To which consumer segment Axe sells?
AXE  
SEX  
Consumer motives?
It is not all good …
Exam question 3
Marketing Orientations
Production concept Product concept Selling concept Marketing concept Societal marketing concept
Production concept Product concept Selling concept Marketing concept Societal marketing concept
How to beat thecompetition?
Just make it bigger
Marketing myopia
Marketing myopia
Marketing myopia
I’m rat friendly
Production concept Product concept Selling concept Marketing concept Societal marketing concept
Selling stuff uswe don’t need
Unsought Goods
Company ClientSelling
Production concept Product concept Selling concept Marketing concept Societal marketing concept
Company ClientListening
Knowing the customer Needs
Bread Apples Coffee Chicken Soap Bread Apples Nescafé Chicken Soap
Bread Apples Coffee Chicken Soap Bread Apples Nescafé Chicken Soap
But …
If Ford asked what the people wanted, they would say: Faster horses
If Ford asked what the people wanted, they would say: Faster horses
No VISION, No car
Production concept Product concept Selling concept Marketing concept Societal marketing concept
Sustainable marketing
Corporate Social Responsibility
Corporate Social Responsibility
Customer needs Marketing strategy Marketing program Profitable relations Value
Marketing Mix Product Price Place Promotion
Customer needs Marketing strategy Marketing program Profitable relations Value
Customer Relationship Management
Customer Relationship Management
Customer Sattisfaction
Expected Value
L Expected Value
J Expected Value
K Expected Value
J Expected Value
Customer needs Marketing strategy Marketing program Profitable relations Value
Customer Lifetime Value
Customer Equity
Exam question 4
Butterflies True friends Strangers Barnacles Profitability Loyalty Low High High Low
Butterflies True friends Strangers Barnacles Profitability Loyalty Low High High Low
Butterflies True friends Strangers Barnacles Profitability Loyalty Low High High Low
Butterflies True friends Strangers Barnacles Profitability Loyalty Low High High Low
Butterflies True friends Strangers Barnacles Profitability Loyalty Low High High Low
Butterflies True friends Strangers Barnacles Profitability Loyalty Low High High Low
Exam question 5
Economc Crisis
Economc Crisis
Economc Crisis
Economc Crisis
Economc Crisis
Internet users 2012 1,8 billion
Internet users 2015 3,4 billion
3D Printing
Wearable Computers
Rapid Globalization
Rapid Globalization
Social Responsibility
Not for profit Marketing
Not for profit Marketing
Not for profit Marketing
Global Marketing
Not only for the home market
Why do companies seek Global Markets?
Respond to orders abroad Domestic market maturity Competitive shock Follow customers abroad Support cost structure
Respond to orders abroad Domestic market maturity Competitive shock Follow customers abroad Support cost structure
European per-capita consumption a fraction of US consumption
Respond to orders abroad Domestic market maturity Competitive shock Follow customers abroad Support cost structure
Respond to orders abroad Domestic market maturity Competitive shock Follow customers abroad Support cost structure
Respond to orders abroad Domestic market maturity Competitive shock Follow customers abroad Support cost structure
Development Global Marketing
Domestic Marketing Home country
Export Marketing Home country Foreign country
International Marketing Subsidiary Foreign country
Multicountry Marketing Country 1 Country 2 Country 3 Country 4
Pan-Regional Marketing
Global Marketing Country 1 Country 2 Country 3 Country 4
Launched in Australia
  50% teens & young adults didn’t try Coke
  7% increase teen consumption
  50 countries followed
International Marketing - Marketing Basics

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