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INTERNATIONAL INTERNATIONAL MARKETINGMARKETING
INTERNATIONAL INTERNATIONAL MARKETINGMARKETING
CoverageCoverageCoverageCoverage
DefinitionDefinition Domestic Vs International MarketingDomestic Vs International Marketing International Marketing – Driving and International Marketing – Driving and
Restraining ForcesRestraining Forces International OrientationsInternational Orientations Internationalization StagesInternationalization Stages International Marketing DecisionsInternational Marketing Decisions
International Marketing-International Marketing-DefinitionDefinition
International Marketing-International Marketing-DefinitionDefinition
(a)(a) Marketing of goods & services across Marketing of goods & services across national frontiersnational frontiers
(b)(b) It is an approach of a company with a truly It is an approach of a company with a truly global outlook, seeking its profit impartially global outlook, seeking its profit impartially around the world, on a planned and around the world, on a planned and systematic basissystematic basis
(c)(c) It is the marketing function of multinational It is the marketing function of multinational companiescompanies
Domestic Vs International Domestic Vs International MarketingMarketing
Domestic Vs International Domestic Vs International MarketingMarketing
Culture Economic Law
Facilities
Trade Practices
Distance
Restraining ForcesRestraining Forces
Driving ForcesDriving Forces
Market Difference Management Myopia Trade Barriers Organization Cultutre
• Profit Motive• Domestic Market Constraint• Competition• Government policies• Monopoly Power• Spin-off Benefits
Driving and Restraining ForcesDriving and Restraining ForcesDriving and Restraining ForcesDriving and Restraining Forces
International OrientationsInternational OrientationsInternational OrientationsInternational Orientations
EthnocentrismEthnocentrismEthnocentrismEthnocentrism
PolycentrismPolycentrismPolycentrismPolycentrism
RegiocentricRegiocentricRegiocentricRegiocentric
EPRG FrameworkEPRG FrameworkEPRG FrameworkEPRG Framework
Geo
cen
tric
Internationalization StagesInternationalization StagesInternationalization StagesInternationalization Stages
Transnational
Global
Multinational
International
Domestic
International Marketing International Marketing DecisionsDecisions
International Marketing International Marketing DecisionsDecisions
Market Selection Decisions
International Organization
Decision
Marketing Mix Decision
Marketing Intelligence
Entry Decisions
ReviewReviewReviewReview
DefinitionDefinition Domestic Vs International DistinctionDomestic Vs International Distinction Pull and Push FactorsPull and Push Factors EPRG FrameworkEPRG Framework Domestic to TransitionalDomestic to Transitional Topics aheadTopics ahead
THANK YOUTHANK YOUTHANK YOUTHANK YOU
Components of theComponents of theProduct PersonalityProduct PersonalityComponents of theComponents of theProduct PersonalityProduct Personality
Basic Constituent
Package andLabel
The Associated Features
The Brand Name
LabelsLabelsLabelsLabels
IdentifyIdentifyIdentifyIdentify
DescribeDescribeDescribeDescribe
PromotePromotePromotePromote
An Overview ofAn Overview ofBranding DecisionsBranding Decisions
An Overview ofAn Overview ofBranding DecisionsBranding Decisions
BrandingDecision
•Brand
•No brand
Brand-Name
Decision•Individualbrandnames•Blanketfamilyname•Separatefamilynames•Company-individualnames
Brand-Repositioning
Decision
•Reposi-tioning
•Noreposi-tioning
Brand-StrategyDecision
•Lineextension
•Brandextension
•Multi-brands
•Newbrands
•Others
Selecting Brand Name & LogoSelecting Brand Name & LogoSelecting Brand Name & LogoSelecting Brand Name & Logo
Options in BrandingOptions in Branding IndividualIndividualUmbrellaUmbrellaCompany NameCompany NameMiddlemen’sMiddlemen’s
Selecting Brand Name Selecting Brand Name Name communicating the FeaturesName communicating the FeaturesName communicating SpecialtyName communicating SpecialtyUse Of AcronymsUse Of AcronymsUsing Company NameUsing Company Name
Selecting Logo Selecting Logo
Brand StrategiesBrand StrategiesBrand StrategiesBrand Strategies
BrandExtension
New
Bra
nd
Nam
e
Product Category
LineExtension
Existing
Existing
MultibrandsNew NewBrands
Brand EquityBrand EquityBrand EquityBrand Equity
No Brand Loyalty(customer will change)
No Brand Loyalty(customer will change)
Satisfied Customer(no reason to change)Satisfied Customer
(no reason to change)
Satisfied & Switching CostSatisfied & Switching Cost
Values the Brand(brand as friend)
Values the Brand(brand as friend)
Devoted to Brand
Devoted to Brand
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