International Marketing Management - IntroductionSOMASUNDARAM T
Definition; scope and challenges; difference between international marketing and domestic marketing; the dynamic environment of international trade; transition from domestic to international markets orientation of management and companies; international marketing environment.
International Marketing Management - IntroductionSOMASUNDARAM T
Definition; scope and challenges; difference between international marketing and domestic marketing; the dynamic environment of international trade; transition from domestic to international markets orientation of management and companies; international marketing environment.
In this presentation, we will discuss International Marketing Environment, the important factors that affect the environment, various trade barriers protecting domestic industries from foreign competitions and types of commodity agreement. Also state trading, role of GATT and other international trading aspects will be discussed in details.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit: http://www.welingkaronline.org/distance-learning/online-mba.html
In this presentation, we will discuss International Marketing Environment, the important factors that affect the environment, various trade barriers protecting domestic industries from foreign competitions and types of commodity agreement. Also state trading, role of GATT and other international trading aspects will be discussed in details.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit: http://www.welingkaronline.org/distance-learning/online-mba.html
Unit 3 international marketing and intelligenceVipul Kumar
international marketing and intelligence
International Marketing – Nature, comparison with domestic marketing, benefits from international marketing; Major Activities - Market assessment, An overview of product decisions, promotion, decisions, pricing decisions, distribution decisions and product life cycle in international context. Marketing, Research: Information required, sources of information; International Marketing Information System.
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Main International Marketing Takeaways:
International marketing refers to any marketing activity that occurs across borders.
Types of international marketing include export, licensing, franchising, joint venture, and foreign direct investment.
Global marketing aims to satisfy the needs of global customers.
International marketing enables the effective utilization of surplus production.
International marketing can help create bigger and better opportunities for business expansion.
Along with a broader customer base, global marketing also protects against potential economic downturns.
Cultural restrictions between the home and host countries could hinder international marketing strategies.
Other downsides of international marketing include high competition, government restrictions, and war situations.
International marketing is now a viable option for businesses, thanks to advancements in communication, transportation, and financial flow. According to the World Trade Organization, the volume of international merchandise trade increased 33 times between 1951 and 2010.International marketing, also known as global marketing, involves marketing products to people across the world. In other words, it’s any marketing activity that occurs across borders. According to the American Marketing Association, international marketing is a multinational process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create an exchange that satisfies individual and organizational objectives.
It’s somewhat similar to export management. However, export management only involves managing the flow of goods and services from the host country to the guest country.
International marketing, on the other hand, covers production, finance, and personnel activities. It also entails several post-sales activities.
What are the Characteristics of International Marketing?
All the features of modern marketing apply to international marketing. However, the latter aims to satisfy the needs of global customers. So, it takes place across borders.
As a result, international marketing has specific characteristics, such as:
It involves two or more countries
Unique marketing strategies for specific countries
It enables exchange between a company and foreign customers
Decisions are taken with reference to the global business environment
As you may have guessed, global marketing offers attractive opportunities to companies that are successful at it. However, it also comes with several threats and challenges.
Before we consider the benefits and challenges of international marketing, let’s address an equally important question.International businesses looking to sell their products or service in a new country usually start with export or licensing. Besides these options, other international marketing types include contract manufacturing, joint venture, and foreign direct investment (FID).
Let’s delve a little deeper.
1. Export
Exp
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10 ways B2B market research will make your business an international companyB2B International
Good quality market research is an invaluable strategic resource for any dynamic business, and particularly those companies with international aspirations. This presentation sets out 10 key ways in which market research can expand the horizons and operations or your organisation.
the article I have written is all about the International Marketing. In this article Innovations are made in International Marketing are described. This article is also published by National Conference Magazine named as Innovative Practices in Business Management and Information Technology in New Millennium which ISBN no is 978-93-83587-12-4.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
2. Meaning of International Marketing
It to the buying or selling of goods and services beyond
the boundaries of a country. When a country crosses
its national frontiers to market its products it is
indulging in international marketing. In simple words,
when two countries exchange the products and
services with the motive of business trade, the process
is called International Marketing.
3. Definitions of International Marketing
According to Kotler, "Global marketing is concerned
with integrating and standardizing marketing actions
across a number of geographic markets."
According to Cateora, "International marketing is the
performance of business activities that direct the flow
of goods and services to consumers and users in more
than one nation."
4. According to Cateora and Graham, "International marketing is the
performance of business activities designed to plan, price, promote, and
direct the flow of a company’s goods and services to consumers or users
in more than one nation for a profit."
According to Terpstra and Sorathy, “international marketing consists
of finding and satisfying global customer needs better than the
competition, both domestic and international and of coordinating
marketing activities with in the constraints of the global environment.”
International marketing is different from domestic marketing not only
in scope but also in nature. Following are the nature and scope of
international marketing.
5. Nature of International Marketing
1. Broader market is available – Unlike domestic
marketing the market is not restricted to national
population. Population of other countries can also be
targeted in international marketing.
2. Involves at least two set of uncontrollable
variables – In domestic marketing the marketers
have to interact with only one set of uncontrollable
variables. In international marketing at least two set
of uncontrollable variables are involved or more if
the marketing organization deals in more countries.
6. 3. Requires broader competence – Special management skills
and broader competence is required in international
marketing/business.
4. Competition is intense – An international marketing
organization has to compete with both the domestic
competitors and the international competitors. Hence, the
competition is intense in international marketing.
5. Involve high risk and challenges – International marketing
is prove to various kinds of risk and challenge like – political
risk, cultural differences, changes in fashion and style of
foreign customers, sudden war, changes in government rules
and regulations, communication challenges due to language
and cultural barriers, etc,.
7. The Scope of International Marketing
International marketing that is also known as global marketing has earned
a great scope today. No business can survive in international market until
they don’t have internal marketing plan. Thanks to globalization, the
marketing strategies of today are not limited to stay confined within the
borders of a country. Instead, the world is like an open market for
marketers and they can enter whichever market they want. In other words,
the scope of international marketing has grown wildly than it was in the
past. Promoting a product internationally is rising up Indonesia, China,
India, Mexico, Korea, Chile, Argentina, and Brazil in the form of new and
potential markets. Moreover, increased power of purchasing and ever
changing customer taste along with the assistance in gaining the
knowledge about these taste has changed the shape of the world
altogether.
Since the number of potential markets is growing, so it is important for any
brand for having complete information about how messy it can get for
them out there, if they are not fully aware of how far they can go for
promoting their product. That’s why we wrote a full-fledged article for
fulfilling the purpose of making you understand the limits and freed of
international businesses.
8. Scope of International Marketing
1. Imports
Importing products for a brand works the same way like as
it does for a whole country. Businesses buy up the products
so that they can resale it to potential customer base inland
that they have gathered with a lot of hard work and passing
through tough times. But most of the times, companies
take help from imports for their own use – creation and
improving their own production line. They do so when they
are pretty sure that using the product can let them achieve
their objective or can be helpful in putting up a unique
solution.
9. 2. Exports
Exporting is similar in terms of concept for a brand as it is
for a country. Companies export their finalized products to
international markets or on to their other franchises in far
off markets where they can sell the products to their
localities for generating huge revenues. Not just this, even
semi-finalized products are exported for getting an extra
boost for the brand’s treasury. This revenue generated
through exports is then used for paying up the costs of
imports, covering up the costs of development as well as
ripening profits. Both the imports and exports help in
expanding the reach of the companies.
10. 3. Contractual Agreements
Whenever, business moves out to international level, its scope of
international marketing exposes it to greater chances of doing a
lot more business. In fact, the fun part starts there when you see
your company making contractual agreements with many others.
Those agreements can either be in terms of licensing or co-
production or even of technical assistance.
Licensing then moves further down the road and includes even
more agreements in the form of trademarks, patents, secrets of
the brand and brand names, too, which those companies are
allowed to use only if the fee is paid. Well! The fee part surely
scares some of the traders but it’s better to give one-time sacrifice
and once your business starts running normally, the fee for such
licenses can be automatically covered.
11. 4. Joint Venturing
Joint Venture is the name of a collaborative association of two
brands for a reasonable period of time. This association then gives
birth to an even new firm that works individually and pursues goals
other than parent companies. This new firm works under the
banner of both the “venturing” brands and the division of profits
and losses takes places between both in a certain ratio.
Most of the time, joint venture comes into being when a local
company is of great interest for an investor out of the game field or
sometimes, the case can go totally opposite. This technique is of
extreme value to companies are interested in doing business in the
countries where outsiders are not allowed to have their owned
businesses and thus, raises the scope of international marketing.
12. 5.Contract Manufacturing
Contract manufacturing is one of the most used tactics
and is pretty awesome as well since it reduced the costs
of productions for the companies or better said the
company takes off the responsibility of assembling the
products, itself. The other company, with which the
contract is made, assembles the product and keeps
product marketing. This is what a manufacturing
contract is called. This process cuts half the both the
price and risk while encouraging easy exit at the same
time.
13. 6.Fully Owned Manufacturing
This aspect of the scope of international marketing comes
into play when it is in the best interests of the company to
take full control over both the production and promotion
in the target markets. For the purpose, the company sets up
its own facilities for the creation and assembling the
product (if possible). This lets the brand to work for long
term interests instead of pursuing short term goals and
keeping the quality and prices under their own
consideration without having to rely on others.
Well! There are many other factors also that would force
the company to take charge of everything. Such factors
include trade barriers (and that, too, at their maximum
extent), governmental policies and cost differences.
14. 7.Strategic Alliances
Gaining a long term competitive advantage over the
competitors is not an easy task. But at that point, it’s
important for you to learn that what you can’t achieve
alone, you can do so by making some friends. It works just
like the concept which says that enemy of your enemy can
be your friend. It’s capabilities of increasing the innovative
flow while boosting up the flexibility for making the
responses back to the market and that’s what makes this
thing to be included among the important points of the
scope of international marketing.
15. 8.Management Contracts
There is yet another point that’s describable among
the scope of international marketing and that’s the
existence of management contracts. These contracts
are helpful in achieving a skilled labor force for the
brand from the brand with comparatively experienced
workers. In this way, the company can save itself from
greater dangers easily with that skill-filled package
supplied by the supplier as the par contract.
16. DIFFERENCE BETWEEN INTERNAL AND
INTERNATIONAL MARKETING MEANING
Internal Marketing means when business takes place
within the country but International Marketing means
when marketing of goods and services take place outside
the boundaries of a country.
17. Internal marketing International Marketing
REQUIREMENT:
Internal Marketing is
essential for the requirement
of different states and cities
of a country
LANGUAGE PROBLEM:
Language problem does not
arise in Internal marketing.
CURRENCY:
Same currency is followed in
internal marketing
REQUIREMENT:
International Marketing is
necessary for country’s
economical, technical
development and cultural
exchange.
LANGUAGE PROBLEM:
It arises in case of international
marketing.
CURRENCY:
International marketing
exchange rate is to be
considered.
18. GOVT. INTERFERENCE:
Govt. interference is very
less in internal
marketing.
MARKET RESEARCH:
Market research work is
very easy in case of
internal marketing
GOVT. INTERFERENCE:
Govt. plays a very imp
roll in case of
international marketing.
MARKET RESEARCH:
Market research work is
very tougher in case of
international marketing
in comparison to
internal marketing.
19. NATURE OF INTERNATIONAL MARKETING
PROTECTIVE NATURE
International Marketing is protective by nature. There
are some restrictions in IM which protect domestic
industries from foreign competition.
COMPETITIVE MARKET – In IM the exporters have
to face three tier competition, i.e. (1) from
local manufacturers,
(2) from manufacturers of own country, and
(3) from manufacturers of other foreign countries.
20. MORE RISK – Because of the longer time period
involved due to longer time in transit and longer credit
period involved.
DIFFERENT LEGAL SYSTEMS – Each country has its
own legal system and often the legal systems operating
in different countries differ from each other.
21. NATURE OF INTERNATIONAL MARKETING
DIFFERENT MONETARY SYSTEMS –
Monetary system and exchange value of each country's
currency are different from that of the other.
CREDIT ORIENTED – Developing countries prefer to buy
goods from those countries which offer liberal credit
facilities i.e. period of payment should be long and interest
charged should be low.
CONTROLLING NATURE – Developed countries like USA
and Japan have dominating position in IM because of the
use of advanced technology.
POLITICAL NATURE – IM is political in nature. There is
virtually no trade between those countries which are not
having cordial relations.
22. FACTORS INFLUENCING INTERNATIONAL
MARKETING INTERNAL FACTORS –
Factors existing within the marketing firm are called
internal factors. These are the controllable factors which
can be modified according to the environment.
EXTERNAL FACTORS – The external factors which
influence the International marketing decisions of a
business organization can be –
1. Economic Environment
2. Social and Cultural Environment
3. Political Environment
4. Legal Environment
5. Physical Environment
6. Technological Environment
7. Business Environment.
23. IMPORTANCE OF INTERNATIONAL MARKETING
1. Domestic Market Constraints
(a)Small domestic market
(b)Due to Recession
(c)Sale at Saturation point
(d)Growth in international market
(e)Change in Demand in Domestic Market
(f)Economies of Large Scale Production
2. Govt. policies and regulations
3. Increased productivity
4. Counter competition
5. Relative profitability
6. Reducing Business Risk
7. Control Inflation and Price Rise
8. Product Obsolescence
24. OTHER FACTORS OF INFLUENCING INTERNATIONAL
MARKETING-
9. Unequal Distribution of Natural Resources.
10. Advantages of Specialization
11. Technological development
12. To Create Research Opportunity
13. Helps in Political Peace
14. Economic Development of a Country
(a) Rapid economic growth
(b) Profitable use of natural resources
(c) Increase in Employment Opportunities
(d) Role of Exports in National Income
(e) Increase in standard of living
(f) International Collaboration
(g) Closer Cultural Relations