INTERNATIONINTERNATIONAL AL MARKETINGMARKETING

Cansu KÖROĞLUCansu KÖROĞLU20105030472010503047

Dokuz Eylul UniversityDokuz Eylul UniversityIndustrial Engineering DepartmentIndustrial Engineering Department

1

MarketingMarketing Marketing, constitutes activities that direct

goods from manufacturers to consumer. Marketing to identify:

• Must have two or more parties are interested in change.

• The parties must have goods that can be traded.

• The parties should have the power of communication and delivery.

2

International International MarketingMarketing International marketing occurs when a

business directs its products and services toward consumersin more than one country.

3

"At its simplest level, international marketing involves the firm in making one or more marketing mix decisions across national boundaries. At its most complex level, it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe.“

"International Marketing 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."

(International Marketing Strategy - Analysis, Development and Implementation)

(Publishing Company-International Marketing)

4

Differences between domestic Differences between domestic marketing and international marketing and international marketingmarketingFor international as well as domestic marketing the basic tools and concepts of marketing are applied in order to satisfy consumer demand, although the problems encountered in international marketing and the techniques used to overcome them can differ considerably.

5

Domestic International

Research data is available in a single language and is usually easily accessed

Research data is generally in foreign languages and may be extremely difficult to obtain and interpret

Business is transacted in a single currency Many currencies are involved, with wide exchange rate fluctuations

Promotional messages need to consider just a single national culture

Numerous cultural differences must be taken into account

Communication and control are immediate and direct

International communication and control may be difficult

Business laws and regulation are clearly understood

Foreign laws and regulations might not be clear

Bussiness risk can usually be identified and assessed

Enviroments may be so unstable that it is extremely difficult to identify and assess risk

Distribution and credit control are straightforward

Distribution and credit control may be extremely complex

Competitors’ behaviour is easily predicted Competitors’ behaviour is harder to observe, therefore less predictable

New product development can be geared to the needs of the home market

New product development must take account of all the markets the product will be sold in 6

Factors affecting international Factors affecting international marketingmarketing

International marketing is dealing with more than one foreign market. So international marketing is affected by many factors.

7

4P’s of International 4P’s of International MarketingMarketing

8

ProductProduct An international company has to decide which

strategies should be sold after developing the product.

Products can be sold with 4 different strategies. These strategies are:

9

•Single Product-Single Message•Same Product-Different Message•Different Product-Same Message•Different Product-Different Message

10

PricePrice The company can price

according to different purposes. Making faster the entering the market, maintain market share, market shares of other firms through price

competition to capture some of these purposes.

11

PromotionPromotion After product research, development and creation,

promotion (specifically advertising) is generally the largest line item in an international company’s marketing budget. The key is testing advertising ideas using a marketing research system proven to provide results that can be compared across countries.

12

PlacePlace There are some general principles about the

distribution channels:• Marketing objectives to be determined.• Assessment of the situation change at every

stage of the distribution.• In each country, to determine strategies for

distributions channels.• Determination of performance standards for

all the organizations in the distribution chain.• Comparison of actual performance with

expected performance.

13

Benefits of International Benefits of International MarketingMarketing

International marketing daily affects consumers in many ways, though its importance is neither well understood nor appreciated.

→ Survival and growth→ Sales and profits→ Diversification→ Inflation and price moderation→ Standards of living

14

Survival and growthSurvival and growth

15

Sales and profitsSales and profits

Foreign markets constitute a large share of the total business of many companies that have wisely cultivated markets abroad.

Foreign sales constitute a major share of total revenues of many companies.

16

DiversificationDiversification

Demand for most productsin domestic market is affected by cyclical factors and seasonal factors. These factors are likely to cause a drop in sales often forcing companies to lay off personnel.

Foreign markets iron out fluctuations by providing outlets for excess production capacity.

17

Inflation and price moderation Inflation and price moderation

The benefits of exports are obvious. Even imports can be beneficial to a country. Without imports, there is no force to influence domestic companies to moderate their prices.

18

Standards of livingStandards of living

Trade affords participating nations and their citizens higher standards of living than is otherwise possible.

19

Without trade, product shortages force people to pay more for less, denying them the purchasing power to buy more.

20