introduction of marketing versus international marketing scope and challenges l.
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Introduction of Marketing versus International marketing Scope and challenges. Seminar 2. Marketing versus International marketing. Marketing means every activities , which are connented with product at beginn of idea´s creation , of production to the target consumers .

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marketing versus international marketing
Marketing versusInternationalmarketing

Marketing meanseveryactivities, which are connentedwithproductatbeginnofidea´screation, ofproduction to thetargetconsumers.

Itmeanseveryactivities, whichprovideforthefinalproduct to purchaser, in therighttime, on therightplace, in hightquality, in the „friendlyprice“

  • Marketing in thepractise:
  • enterprisephilosophy(thetradesuccesscouldbereceive by knowledge and resultingofconsumer´snecessity
  • 2) Thesystemofenterprise´sactivities(thedecision, whatwewillproduce...)

Seminar 2


International marketing

International marketing is defined as the performance of business activities designed to plan, price, promote, and direct the flow of a company´s goods and services to consumer or users in more than one nation for a profit.

The difference between the definitions of domestic and international marketing is that, in the latter case marketing activities take place in „MORE THAN ONE COUNTRY“.

It accounts for the complexity and diversity found in international marketing operations.

Seminar 2


Global perspectives, recent events and trends ...

The changing face of business

The increasing importance of global awareness

The progression of becoming a global marketer

Global terrorism

The high-tech and information technology development

The rapid growth of the WTO and regional free trade areas (NAFTA, EU)

General acceptance of the free market system among developing countries in Latin Amerika, Asia and Eastern Europe

Impact of the Internet and other global media on the dissolution of national borderds,

Managing global environmental sources.

What else??

  • Marketresearch
  • Categorymanagement
  • Relationship marketing
  • Mediaimage
  • Event marketing and Lifestyle marketing

Seminar 2



  • Price policy
  • price
  • discounts
  • payment agreement
  • Product policy
  • product
  • sortiment
  • quality
  • design
  • brand and logo
  • consumer´s services
  • packing

Final customers


  • Distribution policy
  • (place)
  • distribution channels
  • availability of distribution networks
  • holding
  • transportation
  • terms of delivery
  • Communication policy
  • (promotion)
  • advertising
  • direct sale
  • sales promotion
  • public relations

Seminar 2



Product adaptation and development for international marketing

Packaging and labelling

Translation of technical literature

Quality management

Licensing and contract manufacturing

Choice of pricing strategy

Competitor analysis

Determination of discount structures

Credit management

Choice of delivery terms

Costing and budgeting





International advertising, public relations and sales promotion

International direct marketing

Control of salespeople

Translation of sales literature


Market research

International distribution

Control of agents

Export documentation

Cargo insurance

Establishment of joint ventures and subsidiaries

Seminar 2


Global marketing opportunities and threats:

  • Opportunities:
    • Increase in market potential
    • Trade and investment potential
    • Resources accessibility
    • ...WHAT ELSE...?
  • Threats:
    • Increasing number of competitors
    • Increase in intensity of competition coupled with higher market uncertainty
    • ...WHAT ELSE...?

Seminar 2


European Marketing

Global Marketing

Multinational Marketing

Multiregional Marketing

Seminar 2


Global marketing

  • The most profound change is the orientation of the company toward markets and associated planning activities
  • Companies treat the world, including their home market, as one market.
  • Market segmentation decisions are no longer focused on national borders

Seminar 2


Multinational marketing

  • Domension of internacional marketing, which are intreduced in policy of multinacional companies
  • The focus of this is global approach toward the market, which are understood such as integrated world market.
  • This policy is characterized by „think global, do local

Seminar 2


Multiregional marketing

-To identify and to respect the regional identity, the geography ore regions and natural landscape-

Seminar 2


International Industry Marketing

  • It´s a marketing of goods and services, which are designed for trades or for organisations, that use them for the next business production.
  • The symbols of IIM:
    • narrow quantity of customers,
    • derivative demand and low elasticity of supply,
    • rational purchasing behavior,
    • geographic concentration by development of business activities

Seminar 2