Ethnocentric Policentric Regiocentric Geocentric

1. INTERNATIONAL
MARKETING

2. PHASES OF INETRNATIONAL MARKETING
INTERNATIONAL MARKET
SEGMENTATION
INTERNATIONAL
TARGETING
MODE OF
ENTRY SELECTION
MACROENVIRONMENT
INTERNATIONAL MARKET
RESEARCH
INTERNATIONAL
4PS
MICROENVIRONMENT
MOTIVATORS
OBSTACLES
COMPANY
ORGANISATIONAL
FRAMEWORK

3. International marketing concepts
• Original classification
–
–
–
–
Ethnocentric
Policentric
Regiocentric
Geocentric

4. International marketing concepts
• New classification
– Domestic market extension concept
– Multi domestic concept
– Global marketing concept

5. Companies
•
•
•
•
Domestic companies
International companies
Multinational companies
Transnational companies

6. Can we control anything?
• Controllable elements
• Domestic, not controllable elements
• Foreign, not controllable elements

7. MOTIVATORS
• Dynamic Management
* New management or
* management already
working for the
company
• Factors
* Proactive or
* Reactive factors

8. PROACTIVE FACTORS
•
•
•
•
•
•
Profit
Unique product
Unique technology
Unique information
Excess capacity
Economies of scale

9. REACTIVE FACTORS
• Competitors
• Overproduction
– Safety valve eff.
• Domestic market
is saturated
• Tax incentives
• Closeness to the
customers

10. OBSTACLES OF
INTERNATIONALISATION
• Internal
• External
• Methodological

11. INTERNAL OBSTACLES
• Lack of competencies (management,
marketing, language)
• Lack of infrastructure
• Willingness to collaborate and to accept
new ideas
• etc.

12. EXTERNAL OBSTACLES
• Unforeseeable events coming
* from the domestic marketplace
(competitors, legal entities, consumers, etc)
* from the foreign marketplace
(political, legal, cultural, economic, etc.)

13. METHODOLOGICAL
OBSTACLES
•
•
•
•
Static analyses
Average counting
Quantifying everything
Rigidity in terms of places

14. Decision point
• Does it worth?
• Are the motivators strong enough?
• Can we overcome the obstacles?
IF NOT:
• Reformulate the goals or
• Initiate changes inside the company

15. IF YES
The company is ready to define its
international marketing strategy
Including the
1) the macroenvironment
2) the microenvironment
and
3) the methodology

16. The macroenvironment
•
•
•
•
•
•
Geographical environment
Political environment
Legal environment
Economic environment
Technological environment
Cultural environment

17. Geographical environment
•
•
•
•
Climate and topography
Raw materials
Environmental protection
Urbanisation - suburbanisation Reurbanisation
• Population

18. Political environment
•
•
•
•
Political system
Changes of the government
Political philosophy
Possible problems with respect to the
property:
- Confiscation
- Expropriation
- Nationalisation
- Domestication

19. How to protect against the
political risks?
•
•
•
•
•
Good selection of the country
Good selection of the industry
Good selection of the partner
Licensing or franchising?
Planned domestication

20. Economic environment
•
•
•
•
Globalisation
Localisation
Interdependency
Internationalisation of markets, companies
and products
• Diversification
• Assortment of products

21. Economic environment
•
•
•
•
•
Price equalisation
Information
Partnerships
Belongings
Infrastructure

22. Technological environment
•
•
•
•
•
•
Role of human resource
Changes in power
R and D costs
Innovations
Launching the products
Partnerships

23. Cultural environment
What is culture?
Three modes of defining
culture:
• General aspects
• Enumeration
• Classification

24. Defining culture by general
aspects
•
•
•
•
Something learnt
The elements are linked to each other
Inherited
Cannot be changed revolutionary, only
evolutionary

25. Defining culture by general
aspects
•
•
•
•
A country is not a culture
Stereotypes
Changing the culture
Having more cultures

26. Defining culture by enumeration
• Herskovits’s enumeration:
–
–
–
–
–
Material culture
Social institution
People and the universe
Estetics
Language

27. Defining culture by classification
• Context of communication
– high context cultures
– low context cultures
• explicit message
• implicit message
• Hofstede’s classification
– 4 dimensions

28. Cultural differences in the
evedyday life
•
•
•
•
•
•
•
Ideologist - Pragmatic cultures
Associative and Abstractive cultures
Nature of the people
Nature and the people
Individualist and Collectivist cultures
Active and Passive cultures
Time

29. Cultural differences in the
evedyday life
•
•
•
•
•
•
•
Place
Communication
Values
Knowledge
Beliefs
Gifts
Food

30. Cultural differences in business
• Structure of decision making
• Participants
• Objectives of the participants

31. Why are we against the other
cultures?
• Cultural racism
• Cultural resistance
• Cultural opposition

32. How to integrate this knowledge
into the strategy?
• Congruent strategy
• Planned strategy
• Not planned strategy

33. Customs
• Cultural imperatives
• Cultural exclusives
• Cultural adiaphora

34. INTERNATIONAL
MARKETING
• COMPANY WITH INTERNATIONAL
PLANS
• MOTIVATORS
• OBSTACLES
• INTERNATIONAL MARKET(ING)
RESEARCH
– MACRO AND MICRO ENVIRONMENT
– METHODOLOGY

35. MACRO ENVIRONMENT
•
•
•
•
•
•
GEOGRAPHIC
POLITICAL
LEGAL
TECHNOLOGICAL
ECONOMIC
CULTURAL

36. MICRO ENVIRONMENT
•
•
•
•
•
•
COMPANY
COMPETITORS
CUSTOMERS
SUPPLIERS
PARTNERS
NEW ENTRANTS

37. COMPANY
• STRATEGY
• MISSION, VISION
• COMPREHENSIVE
SWOT ANALYSIS
• CLARIFYING THE
GOALS

38. COMPETITORS
• IDENTIFYING
THEM
• AREA OF
OPERATION
• STRATEGY
• STRONG AND
WEAK POINTS
• TACTICS

39. CONSUMERS
• IDENTIFYING
THEM
• PREFERENCES,
TASTES
• DEMAND
• PRODUCT, PRICE,
PROMOTION
EXPECTATIONS

40. SUPPLIERS
• DO THEY SUPPORT
OUR IDEA
• QUALITY
• QUANTITY
• CONDITIONS
OR
• WE NEED NEW
SUPPLIERS

41. PARTNERS
• WILL THEY
MAINTAIN THE
STRONG
COLLABORATION
• CAN THEY
FOLLOW US
• CAN THEY ACCEPT
THE NEW
CONDITIONS

42. NEW ENTRANTS
• EASY OR
DIFFICULT ENTRY
• POSSIBLE NEW
CONDITIONS IN
THE INDUSTRY

43. METHODOLOGY OF
INTERNATIONAL MARKET
RESEARCH
• DIFFERENCE BETWEEN MARKET
AND MARKETING RESEARCH
– DYNAMIC OR STATIC ANALYSIS
– QUANTITATIVE OR QUALITATIVE
INFORMATION
– USE OF INFORMATION

44. THE PROCESS OF THE
RESEARCH
• IDENTIFICATION OF THE OBJECTIVE
OR THE PROBLEM
• IDENTIFICATION OF THE SOURCE OF
INFORMATION AND THE TECHNIQUE
OF INFORMATION COLLECTION
• INFORMATION COLLECTION
• INTERPRETATION OF THE INFO.
• PRESENTATION OF THE RESULTS

45. OBJECTIVE OR PROBLEM
• CONTINUOUS
RESEARCH
• MICRO
ENVIRONMENT
• PERIODIC
RESEARCH
• MACRO
ENVIRONMENT

46. SOURCES OF INFORMATION AND
TECHNIQUE OF INFO. COLLECTION
SOU R CES OF I N FOR M ATI O N
PR I M AR Y I N FOR M ATI O N SECON D AR Y I N FOR M ATI O N M OSAI C I N FO R M ATI O N

47. PRIMARY INFORMATION
• OWN OBJECTIVE OR PROBLEM
• METHODOLOGY DEFINED BY US
• DATA COLLECTION IS PERFORMED
BY OUR FIRM OR EMPLOYEES

48. PRIMARY INFORMATION
P R IM AR Y IN F O R M A T IO N
A S K IN G P E O P L E
O B S E R V A T IO N
E X P E R IM E N T A T IO N

49. ASKING PEOPLE
• WHOM TO ASK?
– INDIVIDUALS
– ORGANISATIONS
– EXPERTS
• HOW TO ASK?
–
–
–
–
–
PERSONALLY
POST
TELEPHONE
COMPUTER
COMBINED

50. ASKING PEOPLE
• WHAT TO ASK?
– OMNIBUS
– SPECIALISED
QUESTIONNAIRE

51. ASKING PEOPLE
PROBLEMS
• NOT WILLING TO ASK
• NOT ABLE TO ASK
• HOW AND WHAT TO
ASK
• HOW TO ORGANISE
• HOW TO INTERPRET
• SAMPLING
• LANGUAGE SKILLS
• MULTICULTURAL
ASKING

52. OBSERVATION
• OBSERVE
CONSUMERS OR
USERS
• PASSIVE
PARTICIPATION
• USED USUALLY
TOGETHER WITH
OTHER FORMS

53. EXPERIMENTATION
• LABORATORY
CONDITIONS
• ONE PARAMETER
IS CHANGED
• OTHER VARIABLES
ARE KEPT
„CETERIS
PARIBUS”
• EXPENSIVE!

54. SECONDARY INFORMATION
• DIFFERENT OBJECTIVE OR PROBLEM
• METHODOLOGY DEFINED BY
SOMEONE ELSE
• DATA COLLECTION PERFORMED BY
SOMEONE ELSE
• INTERNAL AND EXTERNAL
INFORMATION

55. INTERNAL INFORMATION
• LETTERS
• ORDERS
• DOCUMENTS PREPARED BY THE
COMPANY
• CERTIFICATES

56. EXTERNAL INFORMATION
EXTERNAL I N FORM ATI O N
PRODUCED ON THE DOM ESTI C M ARKET
PRODUCED AB ROAD
AVAI L AB LE ON THE DOM ESTI C M ARKET AVAI L AB LE ON THE DOM ESTI C M ARKET
PRODUCED AB ROAD
AVAI L AB LE AB ROAD

57. SECONDARY INFORMATION
PROBLEMS
• NOMENCLATURE IS DIFFERENT
• QUALITY OF THE INFORMATION
• QUALITY OF THE METHODOLOGY

58. MOSAIC INFORMATION
• IS COLLECTED ADDITIONALLY
• SIDE INFORMATION
• IS COLLECTED TO ACTUALISE AND
TO COMPLETE THE ALREADY
POSSESSED INFORMATION

59. COLLECT INFORMATION

60. INTERPRETATION OF THE
INFORMATION
• ANALYSE THE INFORMATION
GAINED
• INTERPRET THE INFORMATION
• WORK WITH NUMBERS AND
FORMULATE ALTERNATIVES
• EXPLAINE THE GIVEN
ALTERNATIVES

61. PRESENTATION OF THE
RESULTS
• DISTRIBUTE THE
INFORMATION TO THE
USERS
• EXPLAIN THE
ALTERNATIVES
• CONDUCT A TWO
DIRECTION
COMMUNICATION
• HELP THE USERS
INTERPRET THE INFO.

62. INTERNATIONAL
MARKETING
•
•
•
•
COMPANY
MOTIVATORS
OBSTACLES
INTERNATIONAL MARKET(ING)
RESEARCH
• INTERNATIONAL MARKET
SEGMENTATION AND TARGETING

63. OBJECTIVE OF
INTERNATIONAL MARKET
SEGMENTATION
• EFFECTIVE AND EFFICIENT
INTERNATIONAL MARKETING PLAN
• ABILITY TO DIFFERENCIATE THE
COMPANY FROM THE COMPETITORS
• POINT TO THE NEED TO CREATE A
NEW SEGMENT

64. PROCESS OF INT. MARKET
SEGMENTATION
• IDENTIFICATION OF THE LEVEL OF THE
MARKET TO BE SEGMENTED
• DETERMINATION OF THE VARIABLES
USED FOR SEGM.
• CHOICE OF THE METHOD OF INT. MARKET
SEGMENTATION
• IMPLEMENTATION OF INT. MARKET
SEGMENTATION
• CHECKING THE VALIDITY OF RESULTS

65. IDENTIFICATION OF THE LEVEL
OF THE MARKET TO BE
SEGMENTED
•
•
•
•
LEVEL OF THE PRODUCT
LEVEL OF THE PRODUCT CATEGORY
LEVEL OF THE NEED
LEVEL OF THE MONEY

66. VARIABLES OF
SEGMENTATION
• VARIABLES THAT DESCRIBE THE
OBJECT OF THE SEGMENTATION
• VARIABLES THAT DESCRIBE THE
RELATIONSHIP BETWEEN THE
OBJECTS OF THE SEGMENTATION
AND THE MARKETING MIX
ELEMENTS

67. VARIABLES OF THE
OBJECTS
•
•
•
•
•
•
•
DEMOGRAPHIC
GEOGRAPHIC
POLITICAL
LEGAL
ECONOMIC
CULTURAL
PSYCHOGRAPHIC

68. A CULTURE BASED
CLUSTERING
17 EUROPEAN COUNTRIES ARE
SEGMENTED
HOFSTEDE DIMENSIONS
• INDIVIDUALISM
• UNCERTAINTY AVOIDANCE
• POWER DISTANCE
• MASCULINITY

69. The 17 European countries
•
•
•
•
•
•
•
•
•
•
•
Austria
Belgium
France
The Netherlands
Spain
Italy
Turkey
Greece
Germany
GB
Ireland
- Switzerland
- Portugal
- Denmark
- Sweden
- Norway
- Finland

70. THE CLUSTERS
CLUSTER 1.
• IND: MED-HIGH
• UNC: MED
• POW: SMALL
• MAS: HIGH
CLUSTER 2.
• IND: VAR.
• UNC:STRONG
• POW:MED
• MAS: LOW-MED
• AUSTR., GER.,
SWITZ., ITALY, GB.,
IRELAND
• BEL., FR., GREE.,
PORT., SP., TURKEY

71. THE CLUSTERS
CLUSTER 3.
• IND: HIGH
• UNC: WEAK, MILD
• POW: SMALL
• MAS: LOW
• DEN., SWEDEN,
FIN., NETHER.,
NORWAY

72. GLOBAL SEGMENTS
•
•
•
•
•
•
•
•
•
•
•
•
•
•
AGRARIAN HEARTLANDS
BLUE COLLAR SELF SUFFICIENCY
CAREER FOCUSED MATERIALISTS
DE-INDUSTRIAL LEGACY
EDUCATED COSMOPOLITANS
FARMING TOWN COMMUNITIES
GREYS, BLUES SEA, MOUNTAIN
HARDENED DEPENDENCY
INNER CITY MELTING POINT
LOWER INCOME ELDERLY
MIDSCALE METRO OFFICE WORKERS
NON-PRIVATE RESIDENCES
OLD WEALTH
SHACK AND SHANTY

73. PSYCHOGRAPHIC
SEGMENTATION FOR THE
BEER MARKET
•
•
•
•
SPORTIVE
MASCULINE
TAKES NO RESPONSIBILITY
NO CONSERVATISME
„YOU ONLY GO AROUND ONCE IN
LIFETIME”

74. VARIABLES FOR RELATIONSHIP
OBJECTS AND PRODUCT
•
•
•
•
•
•
BUYING SITUATION
LOYALTY
MOTIVATION
USER STATUS
USAGE RATE
ATTITUDE

75. VARIABLES FOR RELATIONSHIP
OBJECTS AND PRICE
• LOW, MEDIUM OR HIGH PRICE PREFERENCES
• PRICE SENSITIVITY

76. VARIABLES FOR RELATIONSHIP
OBJECTS AND PROMOTION
• RATIONAL OR EMOTIONAL MESSAGES
• MEDIA
• MOTIVATION

77. VARIABLES FOR RELATIONSHIP
OBJECTS AND PLACE
• SHOPPING PLACE PREFERENCES
• DISTRIBUTION CHANNEL PREFERENCES

78. DO ANY BEST SOLUSTIONS EXIST?
NO!
IT ALWAYS DEPENDS!
BUT WE HAVE CRITERIA!
• MEASURABILITY
• ACCESSIBILITY
• STABILITY IN TIME
• RELATIONSHIP BETWEEN THE OFFER AND THE
VARIABLE
• ACCEPTABLE SIZE
• STRICT DIFFERING OF SEGMENTS

79. METHODS OF INT. MARKET
SEGMENTATION
• METHOD THAT ACCEPTS THE
EXISTENCE OF NATIONAL
BOARDERS
• INTERMARKETING SEGMENTATION
• MICROSEGMENTATION

80. METHOD THAT ACCEPTS THE
EXISTENCE OF BOARDERS
2-PHASE SEGMENTATION:
• FIRST THE GROUP(S) OF COUNTRIES
IS (ARE) SELECTED
• SECOND THE GROUPS OF
INDIVIDUALS OR ORGANISATIONS
ARE SELECETD

81. ADVANTAGES OF THE
METHOD
• SYSTEMATIC
• IN CASE OF ERROR
WE CAN CORRECT
EASIER
• COUNTS WITH THE
DIFFERENCES

82. DISADVANTAGES OF THE
METHOD
• SEPARATES
COUNTRIES
• NO POSSIBILITY
FOR STANDARDISATION
• NO POSSIBILITY
FOR LEARNING
• COSTS ARE HIGH

83. INTERMARKETING
SEGMENTATION
• REGARDS THE WHOLE WORLD AS
ONE MARKET
• BASED ON (A) WELL SELECTED
VARIBLE(S) WE CAN FIND GROUPS
OF PEOPLE WHO HAVE SIMILAR
BEHAVIOUR

84. ADVANTAGES OF THE
METHOD
• POSSIBILITY TO
TRANSFER
KNOWLEDGE
• COMPARE THE
BEHAVIOUR

85. DISADVANTAGES OF THE
METHOD
• DOESN’T COUNT
WITH THE
DIFFERENT
BACKGROUND OF
THE COUNTRIES
• ENTIRE REPETING
IN CASE OF ERROR
• COSTS ARE HIGH

86. MICROSEGMENTATION
• DURING INTERNATIONAL MARKET
SEGMENTATION SEGMENTS OF ONE
OF FEW PERTICIPANTS ARE
CREATED

87. ADVANTAGES OF THE
METHOD
• BETTER FOCUS
• SPECIALISATION
• EFFECTIVE
MARKETING PLAN

88. DISADVANTAGES OF THE
METHOD
• DANGEROUS
• APPLICABLE ONLY
ON THE MARKET
OF
ORGANISATIONS

89. IMPLEMENTATION OF INT.
MARKET SEGMENTATION
• ON THE SELECTED LEVEL OF THE
MARKET
• WITH THE SELECTED METHOD
• ON THE BASIS OF THE SELECTED
VARIABLES

90. HOW TO EVALUATE THE
OBJECTS ?
TWO TECHNIQUES
• PARALLEL EVALUATION
- MATRIX FORMAT
• SYSTEMATIC EVALUATION

91. CHECKING THE VALIDITY
OF THE RESULTS
• APPLYING MORE THAN ONE
STATISTICAL METHOD, EG.
– CLUSTER ANALYSIS + SPLIT HALF
METHOD
• REPEATING THE PROCESS
PERIODICALLY

92. INTERNATIONAL MARKETING
•
•
•
•
COMPANY
MOTIVATORS
OBSTACLES
INTERNATIONAL MARKET(ING)
RESEARCH
• INTERNATIONAL MARKET
SEGMENTATION AND TARGETING

93. INTERNATIONAL
TARGETING
• AFTER THE CREATION OF THE
SEGMENTS
• WE SELECT ONE OR MORE
SEGMENTS
• TO WHICH WE WILL PAY ATTENTION

94. INTERNATIONAL MARKET
SEGMENTATION AND TARGETING
STRATEGIES
•
•
•
•
•
UNDIFFERENTIATED STRATEGY
DIFFERENTIATED STRATEGY
CONCENTRATED STRATEGY
MULTISEGMENTATION STRATEGY
NICHE STRATEGY

95. INTERNATIONAL MARKETING
•
•
•
•
•
COMPANY
MOTIVATORS AND OBSTACLES
INT. MARKET(ING) RESEARCH
INT. MARKET SEGMENTATION
MODES OF ENTERING THE INT.
MARKETS

96. MODES OF ENTERING
FOREIGN MARKETS
• THE CHOICE DEPENDS ON THE
–
–
–
–
–
–
RISKS
COSTS
CONTROL
PRODUCT/SERVICE
MANAGEMENT
SITUATION - OPPORTUNITIES OR
THREATS

97. THE MODES OF ENTRY
• PRODUCTION IN THE
DOMESTIC MARKET
• SELLING IN THE
FOREIGN MARKETS
• MODES
– DIRECT
EXPOTRING
– INDIRECT
EXPORTING
• PRODUCTION AND
SELLING ON
FOREIGN MARKETS
• MODES
– LICENCING
– CONTRACTUAL
MANUFACTURING
– FRANCHISING
– JOINT VENTURES
– FDI

98. INTERNATIONAL
MARKETING
•
•
•
•
•
•
COMPANY
MOTIVATORS AND OBSTACLES
INT. MARKET(ING) RESEARCH
INT. MARKET SEGMENTATION
MODES OF ENTRY
INT. 4 PS

99. INTERNATIONAL PRODUCT
POLICY
• PLANNING OF THE PRODUCTS
(SERVICES)
• DEVELOPING THE PRODUCTS
(SERVICES)
• MANAGING THE PRODUCTS IN THE
FOREIGN MARKETS

100. PLANNING THE OFFER
• SAME PRODUCTS
(SERVICES) GLOBAL
• ADOPTED
PRODUCTS
(SERVICES) MODIFIED
• OR NEW
PRODUCTS
(SERVICES)

101. GLOBAL STRATEGY
• ONLY THE
BIGGEST AND
MOST AGGRESSIVE
COMPANIES
• ECONOMIES OF
SCALE
• GLOBAL IMAGE

102. MODIFIED STRATEGY
• REASONS FOR
MODIFYING THE
STRATEGY
• HOW TO
CHANGE
• WHAT TO
CHANGE

103. REASONS FOR CHANGE
DIFFERENCES IN
• CUSTOMS
• USAGE OF THE PRODUCTS/SERVICES
• LEGAL PLATFORM
• QUALITY REQUIREMENTS
• INFRASTRUCTURE
• CULTURE
• BIOLOGICAL PARAMETERS

104. HOW TO CHANGE
• INTERNAL CHANGE
MATERIAL,
TECHNICAL,
FUNCTIONAL
CHANGE
• EXTERNAL CHANGE
QUALITY, SHAPE,
COLOUR, SIZE,
SERVICE
• NECESSARY CHAGE
ELECTRONIC OR
LEGAL
REQUIREMENTS
• OPTIONAL CHANGE

105. WHAT TO CHANGE
• CORE PRODUCT / SERVICE
• ACTUAL PRODUCT/ SERVICE
• AUGMENTED PRODUCT/SERVICE
+ ROLE OF MODULES

106. NEW OFFER
• TO RESPOND TO
THE DIFFERENT
NEEDS AND
CONDITIONS
• FOR MOST OF THE
COMPANIES

107. HOW TO DEVELOP NEW
PRODUCTS AND SERVICES
• IDEA GENERATION
• NEED ANALYSIS
• SOCIETAL
ANALYSIS
• BUSINESS
ANALYSIS
– MARKETIBILITY
STUDY
– COMPATIBILITY
STUDY

108. HOW TO DEVELOP NEW
PRODUCTS AND SERVICES
• PHYSICAL
DEVELOPMENT
AND TESTING
• TEST-MARKETING
– CONCEPT-TEST
– TECHNICAL-TEST
– MARKET-TEST
• LAUNCHING THE
PRODUCT/SERVICE

109. THE NEWNESS
• NEW FOR THE
COMPANY
• NEW FOR THE
MARKET
– CONGRUENT
INNOVATION
– CONTINUOUS INN.
– DYNAMIC INN.
– BREAKING INN.

110. PLANNING THE STRUCTURE
• DEPTH
• WIDTH
• MARKET
POSITIONING!

111. BRANDING
• BRAND NAMES
• FAMILY OR
INDIVIDUAL
BRAND NAMES
• PRIMARY AND
SECONDARY
BRANDS
• SELF
CANNIBALISATION

112. BRANDING - DECISIONS
• TO USE BRAND
NAMES OR NOT
• IF YES,
–OWN BRAND NAM
– DISTRIBUTORS’
BRAND NAME
– OTHER
• IF OWN,
– IN ONE MARKET
– IN MORE MARKETS

113. BRANDING - DECISIONS
• IF IN ONE MARKET
– 1 BRAND NAME
– MORE BRAND
NAMES
• IF IN MORE
MARKETS
– LOCAL BRAND
NAMES
– GLOBAL BRAND
NAMES

114. CRITERIA OF BRAND
NAMES
•
•
•
•
•
PRONOUNCABLE
RETAINABLE
NOT MISUNERSTANDING
SHORT
RESULT IN POSITIVE BRAND
ASSOCIATION
• WRITTEN AND ORAL FORM SHOULD
BE SIMILAR

115. PACKAGING
• DOUBLE
PACKAGING
• DIFFERENT AS,
– DELIVERY
– CUSTOMS
– LEGAL
REQUIREMENTS
– CULTURAL DIFF.
– ECONOMIC DIFF.

116. FURTHER QUESTIONS
• WARRANTY
• NOTE FOR APPLICATION
• AFTER SALE SERVICE
– SAME OR ADOPTED?

117. INTERNATIONAL
PROMOTION POLICY
• INTERNATIONAL PLANNING
• INTERNATIONAL IMPLEMENTATION
• MANAGEING THE PROMOTIONAL
STRATEGY IN INTERNATIONAL
MARKETS

118. INTERNATIONAL
PROMOTION
PROMOTION IS NOT ONLY FOR
CONVINCING AND MANIPULATING
PEOPLE BUT FOR INFORMING THEM
AND FOR COMMUNICATING WITH
THEM AS WELL!

119. ELEMENTS OF PROMOTION
•
•
•
•
ADVERTISING
SALES PROMOTION
PUBLICITY
DIRECT SELLING

120. ADVERTISING
• STRENGTH OF
SOURCE
• CREDIBILITY OF
SOURCE
• PRESTIGE OF
SOURCE
• HOMOPHILY

121. OBJECT OF ADVERTISING
•
•
•
•
BRAND
PRODUCT
FIRM
COUNTRY

122. NEW PHENOMENA IN
ADERTISING
• PATTERN
ADVERTISING
• PAN EUROPEAN
ADVERTISING
• PAN EAST
EUROPEAN
ADVERTISING

123. FACTORS TO DETERMINE
• WHAT TO SAY
– WHAT TO ADVERTISE
• HOW TO SAY IT
– RATIONAL OR EMOTIONAL MESSAGES
• WITH THE USAGE OF WHO OR WHAT TO SAY
IT
– FAMOUS OR EVERY DAY PEOPLE OR
THINGS
• HOW TO DETERMINE WHAT TO DO

124. SALES PROMOTION
•
•
•
•
•
PRICE REDUCTION
SALE
CUPONS
TRIAL
PAY FOR ONE,
RECEIVE TWO
• GIFT
• GAME

125. WHEN TO USE SP?
WHEN LAUNCHING A NEW PRODUCT OR
SERVICE ON THE MARKET
• TO MAKE THE PEOPLE TRY THE PRODUCT
• MAKE THE PEOPLE TRY A NEW RETAIL
SHOP OR SELLING FORM
• CONVINCE THE RETAILERS TO HOLD THE
PRODUCT OR OFFER THE SERVICE

126. WHEN TO USE SP?
• SHORT TERM EFFECT
• USED TOGETHER WITH
ADVERTISING
• INFLUENCE THE TIMING OF THE
BUYING
• EFFICIENCY OF THE USAGE OF SP
CAN BE REDUCED IF OFTEN USED

127. SPONSORING
• GOOD CHOICE OF
THE EVENT WHAT
WE SPONSOR
• POSITIVE IN THE
EYE OF THE CUST.
• CONNECTION
BETWEEN THE
EVENT AND OFFER
• CONN. BETWEEN
THE EVENT AND
TARGET MARKET

128. PUBLICITY
• CHEAP WAY OF MAKING THE
PEOPLE TALK AND WRITE ABOUT
OUR OFFER OR COMPANY
• TIMING IS OF CRITICAL
IMPORTANCE
• DIRECT PAYMENT IS MISSING

129. DIRECT SELLING
• DIRECT - PERSONAL COMMUNICATION
• THE CHANNEL IS THE PERSON - WHO
HAS TO SELL HIM(HER)SELF
• ACTIVE PARTICIPATION IS NEEDED
AS THE CHECKING OF THE
CUSTOMERS’ UNDERSTANDING AND
ACCEPTANCE IS NECESSARY.

130. INTERNATIONAL
PROMOTION STRATEGIES
• PUSH
• PULL
• GRAVITATION

131. STANDARDISATION OR
DIFFERENTIATION?
WE PREFER THE STANDARDISED
VERSION, AS
• CREATIVE IDEAS
• COSTS
• SYNERGIE
• GLOBAL IMAGE

132. INTERNATIONAL PRICING
POLICY
• INTERNATIONAL PLANNING
• INTERNATIONAL IMPLEMENTATION
• INTERNATIONAL MANAGEMENT OF
THE PRICES

133. PRICE PLANNING
• OBJECTIVE OF PRICE SETTING
• METHODS OF PRICE SETTING

134. OBJECTIVES OF PRICE
SETTING
•
•
•
•
•
PROFIT
SALES VOLUME
MARKET SHARE
IMAGE TRANSFER
IMAGE

135. METHODS OF PRICE
SETTING
BASED ON INTUITION
BASED ON
CALCULATION
•
•
•
•
•
OBJECTIVE ORIENTED
DIFFERENTIATED
SALES PROMOTION
COST PLUS
INTENTION ORIENTED
(PEN-SKI)
• PSYCHOLOGICAL

136. DIFFERENTIATION OR
STANDARDISATION
3 POSSIBILITIES:
• STANDARDISED
• DUAL
• DIFFERENTIATED
TECHNIQUE AND LEVEL

137. MANAGEING
INTERNATIONAL PRICES
• MEASURE THE EFFICIENCY OF THE
PRICES
• COMPARE THE RESULTS WITH THE
SET OBJECTIVES
• METHODS:
– MULTI VARIATE STATISTICS
– MOTIVATION ANALYSIS

138. INTERNATIONAL
DISTRIBUTION CHANNEL
POLICY
• INTERNATIONAL PLANNING
• INTERNATIONAL IMPLEMENTATION
• INTERNATIONAL MANAGEMENT OFT
THE CHANNELS

139. INTERNATIONAL PLANNING
OF THE D. CH.
• DIRECT OR INDIRECT CHANNELS TO
USE?
• INTENSITY OF DISTRIBUTION
• CHANNEL DESIGN
• STANDARDISED OR
DIFFERENTIATED MESSAGE

140. DIRECT OR INDIRECT?
IT DEPENDS ON:
• AVERAGE COSTS
OF DISTRIBUTING I
UNIT
• DELIVERY TIME
EXPECTATIONS
• PRODUCT/SERVICE
• FACILITIES
• CONDITIONS

141. INTENSITY OF
DISTRIBUTION
• EXCLUSIVE
• SELECTIVE
• INTENSIVE

142. CHANNEL DESIGN
•
•
•
•
MARKET COVERAGE ASPECTS
PRODUCT CHARACTERISTICS
CUSTOMER SERVICE ASPECTS
PROFITABILITY

143. MARKET COVERAGE
ASPECTS
•
•
•
•
CUSTOMER BUYING BEHAVIOUR
INTENSITY OF DISTRIBUTION
CHANNEL STRUCTURE
CONTROL

144. PRODUCT
CHARACTERISTICS
•
•
•
•
•
•
•
•
•
VALUE OF THE PRODUCT
TECHNICALITY
MARKET ACCEPTANCE
SUBSTITUTABILITY
BULK, STEWABILITY
PERISHABILITY
MARKET CONCENTRATION
SEASONABILITY
WIDTH AND DEPTH

145. CUSTOMER SERVICE
ASPECTS
• AVAILABILITY
• ORDER CYCLE
• COMMUNICATION

146. PROFITABILITY ASPECTS
• ESTIMATION OF COSTS AND
REVENUE
• OPPORTUNITY COSTS
• MARKET SEGMENT MARGIN
• ESTIMATION FOR FUTURE

147. CHANNEL STRUCTURE
BASED ON THE FOUR DIMESIONS
MAKE A DECISION ABOUT THE
• LENGTH OF THE CHANNEL
• PARTICIPANTS OF THE CHANNEL
• WAY OF MEASURING THE
PERFORMANCE OF THE
PARTICIPANTS

148. STANDARDISATION OR
DIFFERENTIATION
• HOW TO LINK THE NATIONAL
CHANNELS TO EACH OTHER?
• HOW TO COMPARE THE
PERFORMANCE DATA?
• POSSIBILITY FOR STANDARDISED
MEANS OF DELIVERING GOODS TO
INTERNATIONAL CUSTOMERS

149. ORGANISATIONAL
FRAMEWORK
• WHAT DEPARTMENT OR WHO IS
RESPONSIBLE FOR THE
INTERNATIONALISATION?
• WHAT ARE THE COMMUNICATION
LINKS INSIDE THE COMPANY?
• HOW TO FIND THE BEST PEOPLE FOR
THE INTERNATIONALISATION
PROJECT? HOME - HOST - THIRD
COUNTRY PEOPLE?

150. SELECTION CRITERIA FOR
FOREIGN ASSIGNMENTS
• COMPETENCE FACTORS
–
–
–
–
–
TECHNOLOGICAL KNOWLEDGE
LEADERSHIP ABILITY
EXPERIENCE, PAST PERFORMANCE
AREA EXPERTISE
LANGUAGE

151. SELECTION CRITERIA FOR
FOREIGN ASSIGNMENTS
• ADAPTABILITY FACTORS
–
–
–
–
INTEREST IN FOREIGN WORK
RELATIONAL ABILITIES
CULTURAL EMPATHY
APPRECIATION OF NEW MANAGEMENT
STYLES
– APPRECIATION OF NEW
ENVIRONMENTAL CONSTRAINTS
– ADAPTABILITY OF FAMILY

152. SELECTION CRITERIA FOR
FOREIGN ASSIGNMENTS
• PERSONAL CHARACTERISTICS
–
–
–
–
–
–
AGE
EDUCATION
SEX
HEALTH
,ARITAL RELATIONS
SOCIAL ACCEPTABILITY

153. CULTURAL SHOCK
•
•
•
•
INITIAL EUPHORIA
IRRITATION AND HOSTILITY
ADJUSTMENT
REENTRY

154. REPATRIATION
• PROFESSIONAL
• PERSONAL

155. COMPENSATION
• BASE SALARY AND SALARY
RELATED ALLOWANCES
(HARDSHIP ALL., COLA, HOUSING ALL.)
• NONSALARY RELATED
ALLOWANCES
(MOBILITY ALL., TRAVEL EXP.,
EDUCATION ALL.)

156. GREEN MARKETING
• ENVIRONMENTALISTS
• MEDIA
• == CONSUMERS’ NEW PREFERENCES

157. GREEN CONSUMERS
LOOK FOR PRODUCTS
• PACKAGED IN RECYCLABLE MATERIALS
• NOT EXCESSIVELY PACKAGED
• PERCEIVED AS ENVI. FRIENDLY
• MADE FROM RECYCLED MATERIALS
• THAT DON’T CONTAIN DYES OR TOXIC
MATERIALS
• THAT ARE NOT PACKAGED IN FOAM

158. INTERMARKETING
SEGMENTS OF PEOPLE
• GREEN LEADERS
– TRUE BLUE GREENS
– GREEN BACK GREENS
• GREAN FOLLOWERS - SPROUTS
• NONENVIRONMENTALISTS
– GROUSERS
– BASIC BROWNS

159. TYPES OF COMPANIES
•
•
•
•
IGNORE THE GREEN
PASS AS GREEN
GENUINE GREEN
PROGREEN
– 4RS: RETHINKING LIFESTYLES, REFUSE
PRODUCTS CONTAINING A LOT OF
RESSOURCES, REUSE THE PRODUCTS,
RECYCLE PACKAGING

160. MARKETING ASPECTS
• PRODUCT: GREEN IN ALL PHASES
• PRICE: COMPETITIVE, AS
STANDARDISED GREEN PRODUCTS
ARE MANUFACTURED
• PROMOTION: TO INFORM AND
EDUCATE
• PLACE RECYCLING CENTERS, OR
MANUF. PROGRAMS

161. COUNTRY OF ORIGIN
EFFECTS
• AFFECT TRANSFER PROCESS
• COGNITIVE MEDIATION PROCESS
• PURCHASE INTENTION EFFECT

162. STRATEGIES TO MINIMISE
THE INFLUENCE
• AFFECT TRANSFER PROCESS
- DEMONSTRATE THE USAGE OF
PRODUCTS COMING FROM C.X.
• COGNITIVE MEDIATION PROCESS
- DEMONSTRATE THE ATTRIBUTES
OF PRODUCTS
• PURCHASE INTENTION PROCESS
- BECOME NATIONAL!

163. GREY MARKETING
• MARKETING?
• DUE TO THE:
– INFORMATION
– GLOBAL BRANDS
• THREE POSSIBILITIES
– REIMPORTATION
– PARALLEL IMPORTATION
– LATERAL IMPORTATION

164. CONSEQUENCES OF GREY
MARKETING
• POSITIVE CONSEQUENCES
– NEW TARGETS
• NEGATIVE CONSEQUENCES
– IMAGE
– RELATIONSHIP WITH DISTRIBUTION
CHANNEL MEMBERS
– SELF CANNIBALISATION

165. INTERNATIONAL
MARKETING PLAN

166. THE STRUCTURE OF THE
INTERNATIONAL MARKETING PLAN
1. BRIEF SUMMARY OF THE
MANAGER/OWNER
– READER - EMPLOYEE, PARTNER,
AUDITOR, FINANCIAL INSTITUTION
– OBJECTIVE, REASON

167. 2. THE COMPANY
– HISTORY
– PARAMETERS
3. MOTIVATORS AND OBSTACLES
– MACRO AND MICRO MOTIVATORS
– INTERNAL AND EXTERNAL OBSTACLES
4. INTERNATIONAL MARKET RESEARCH
– OBJECTIVE
– METHODS

168. 5. REVIEW OF THE MICRO AND MACRO
ENVIRONMENT
– MICRO ENVIRONMENT
COMPETITORS,
NEW ENTRANTS,
SUBSTITUTES,
POWER OF THE CLIENTS
POWER OF THE SUPPLIERS

169. – MACRO ENVIRONMENT
GEOGRAPHICAL
ECONOMIC
POLITICAL
LEGAL
TECHNOLOGICAL
CULTURAL

170. 6. INTERNATIONAL MARKET SELECTION
– INTERNATIONAL MARKET
SEGMENTATION
– INTERNATIONAL TARGETING
7. MODE OF ENTRY

171. 8. MARKETING MIX
–
–
–
–
PRODUCT / SERVICE
PRICE (COST)
PROMOTION
DISTRIBUTION CHANNEL
9. ORGANISATIONAL FRAMEWORK

172. 10. SCHEDULING
11. BUDGETING
12. EFFECT STUDY
13. CONCLUSION