Selected issues on international marketing programme. Designing the marketing programme. Once the firm has decided how it will enter the international market, the next issue is how to desigh the international/global marketing mix.
It is relevant to discuss
degree of standardization
or so called
„standardization potential profile“
As a product we can consider anything what can be offered to our customer.
Define the reasons for each option!
Source: Source: adapted from Onkvisit and Shaw, 1993, p. 534.
Low Newness to Company High
To distinguish a company’s offering and differentiate one particular product from its competitors
To create identification and brand awareness
To guarantee a certain level of quality and satisfaction
To help with promotion of the product
What are the requirements that must be met so that a commodity can effectively be transformed into a branded product?
Discuss the factors that need to be taken into account when making packaging decisions for international product lines.
When is it appropriate to use multiple brands in (a) a single market and (b) several markets?
of product and
Pricing policy is an important strategic and tactical competitive weapon that, in contrast to the other elements of the global marketing mix, is highly contrallable and inexpensive to change and implement.
In comparison to domestic pricing strategies, the decisions are much more complex, because they are affected by a number of additional external factors, such as fluctuations in exchange rates, accelerating inflation in certain countries and the use of alternative payment methods such as leasing and barter for instance.
strengths of local competitors, retailer power, consumer preferences
in price differences
European price corridor
foreign markets ????
Channel decisions – external factors
Channel decisions – internal factors