Daniels Ib13 16

Copyright 2011 Pearson Education

16-*International BusinessEnvironments and Operations, 13/eGlobal EditionPart 6Managing International Operations



16-*Chapter 16Marketing Globally



16-*Chapter ObjectivesTo understand a variety of international product policies and their appropriate circumstancesTo be aware of product alterations when deciding between standardized and differentiated marketing programs among countriesTo appreciate the pricing complexities when selling in foreign marketsTo be familiar with country differences that may necessitate alterations in promotional practicesTo comprehend the different branding strategies companies may employ internationallyTo discern effective practices and complicationsof international distributionTo perceive why and how emphasis within the marketing mix may vary among countries



16-*Marketing as a Means of Pursuing an International Strategy



16-*Marketing StrategiesOverall international marketing strategiesshould depend on the companys:Marketing orientationTarget market



16-*Market OrientationProduction OrientationSales OrientationCustomer OrientationStrategic Marketing OrientationSocial Marketing Orientation



16-*Segmenting and Targeting MarketsThree ApproachesBy CountryBy Global SegmentBy Multiple CriteriaMass Markets versus Niche Markets



16-*Why Firms Alter ProductsLegal ConsiderationsCultural ConsiderationsEconomic ConsiderationsAlteration CostsProduct Line Extent and Mix



16-*Potential Obstacles in International PricingGovernment interventionMarket diversityExport price escalationFluctuations in currency valueFixed versus variable pricingRelations with suppliers



16-*Promotion StrategiesThe Push-Pull MixFactors in Push-Pull Decisions Problems in International PromotionStandardization: Pros and Cons



16-*Branding StrategiesWorld Wide Brand versus Local BrandProblems with Uniform BrandsLanguageBrand AcquisitionCountry-of-Origin ImageGeneric and Near Generic Names



16-*Distribution StrategiesDistribution reflects different country environments:It may vary substantially among countries.It is difficult to change.



16-*Internal HandlingDistribution may be handled internally:When volume is highWhen companies have sufficient resourcesWhen there is a need to deal directly with the customer because of the nature of the productWhen the customer is globalWhen the distribution form is a competitive advantage



16-*Qualifying DistributorsSome evaluation criteria for distributors include their:Financial capabilityConnections with customersFit with a companys productOther resourcesTrustworthinessCompatibility with product image



16-*The Challenge of Getting DistributionDistributors choose which companies andproducts to handle. Companies:May need to give incentivesMay use successful products as bait for new onesMust convince distributors that product and company are viable



16-*Hidden Costs and Gains in DistributionFactors that contribute to cost differences among countries in distribution:Infrastructure conditionsNumber of levels in distribution systemRetail inefficienciesSize and Operating Hour RestrictionsInventory Stock-Outs



16-*E-Commerce and the InternetEvidence suggests online shoppers universally have some similar characteristics:Desire convenienceAre heavy users of e-mail and the InternetHave favorable attitudes toward direct marketing and advertisingOpportunitiesProblems



16-*Managing the Marketing MixGap Analysis: Types of GapsUsage GapsProduct Line and Distribution GapsCompetitive Gaps



16-*Future: Evolving Challenges to Segment MarketsDisparities between haves and have-nots will increaseCompanies will have conflicting opportunities to serve both haves and have-notsAttitudinal differences continue to affect demand:Materialism, Cosmopolitanism, and Consumer Ethnocentrism



16-*All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.


*************

Documents

Daniels Ib13 16