INTERNATIONAL MARKETING

INTERNATIONAL MARKETING

Gizem KILIÇ 2010503044

Industrial Engineering Department, Dokuz Eylül University, Turkey

INTERNATIONAL MARKETING

• What is marketing?• International Marketing (IM)• International Marketing Plan• Epilogue

What is MARKETING?

The marketing is ; science and art of valuation, creation and presentation for achieving a certain profit to ensure the needs of a target market.

INTERNATIONAL MARKETING (IM)

• IM or global marketing refers to marketing carried out by companies overseas or across national borderlines. • At its simple level, IM involves the firm in marketing one or more marketing mix decisions across national boundaries. At its complex level, it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe.

INTERNATIONAL MARKETING (IM)

• IM is the performance of business activities that direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit.• The application of marketing orientation and marketing capabilities to international business.

TARGET MARKET

NEEDS DEMANDSWANTS

CUSTOMER VALUE

PERFORMANCE OF PRODUCT

PRICE OF PRODUCT

PERFORMANCE OF PRODUCT

PRICE OF PRODUCT

CUSTOMER VALUE

CUSTOMER SATİSFACTİON

For a successful marketing, we have to;

● set the balance of price and profitability● provide the most value● take aim at our product or service● be a well-established brand in business life

● DIFFERENTIATE

INTERNATIONAL MARKETING PLAN

a) VISION AND MISSION• What is our business?• Who is our customer?• What are the consumers’ values?• What do we want?• What are the benefits to be provided?• What are our expectations?


b) GOALS OF COMPANY• Which position the company wants to get involved

in business life• What the company wants to achieve within a certain

period e.g. numerically things; goal of giro, percentile ratio…


c) RESEARCH OF MARKET (INTERNAL/EXTERNAL)

• Environmental analysis for foreign markets


POLITICAL ENVIRONMENT Effects of type of government Level of stability Political vulnerability Types of likely risks Attitudes toward foreign products/ foreign investment Forces of nationalism


SOCIAL AND CULTURAL ENVIRONMENTS Effects of language(s), religion(s), education Effects of social structure, institutions, roles, mobility,

changes Effects of values, attitudes Attitudes toward change Role of consumption


BUSINESS AND TECHNOLOGICAL ENVIRONMENTS Types and size of businesses Rules for business conduct Role of businesses in society Level of technology used Ability to absorb technological changes


LEGAL ENVIRONMENT Type of legal system Effects of regulations Possibilities of regulatory changes Protection for property rights Use of arbitration Preferences for local businesses


ECONOMIC ENVIRONMENT Balance of payment trends Strength/weakness of currency Participation in economic cooperation agreements Trade barriers Barriers to market entry Financial risks and local economic trends


PHYSICAL AND DEMOGRAPHIC ENVIRONMENTS Population trends Effects of climate Physical barriers to transportation/communication


COMPETITIVE ENVIRONMENT Local or international competitors Intensity of competition Nature of competition (price or non-price) Relationships and interaction with competitors


We can support research of market with; questionnaires selection of sample interviews works in field and in the office


d) THE SWOT ANALYSIS

STRENGTHS WEAKNESSES

OPPORTUNITIES

THREATS

OK NO GOUPHILL

BATTLE

ADAPTIMPROV

E

THE INTERNAL POTENTIAL

THE EXTERNAL POTENTIAL


e) SELECTION OF MARKETSFILTER 1

FILTER 2

FILTER 3

FILTER 4

Macro Level Research

General Market Relating to the Product

Micro Level Research

Target Markets


f) MARKET SEGMENTATION If you offer a product for all units, it means

that some consumers will not be satisfied in full and resources would be wasted. With market segmentation, product-market match provided better.


g) MARKETING MIX 1) Product● range of product ● quality ●

services● design ● features ●

guarantees● brand name ● packing ●

returns● dimensions


g) MARKETING MIX 2) Price ● price of list ● offers ● payment period ● loan type ( letter of credit-L/C)


g) MARKETING MIX 3) Place ● channels ● transport ● location ● logistics ● storage ● classification


g) MARKETING MIX 4) Promotion ● advertisement ● personal selling ● sales promotion ● public relations


h) Implementation of the program and

organization

ı) Evaluation and control

As a result;

Nowadays make-sell method loses its validity.

Now companies sell their products before creating them for to provide the highest level of customer satisfaction. Because of that marketing is the key point for companies both nationally and internationally!!

Documents

INTERNATIONAL MARKETING