1 / 28

INTERNATIONAL MARKETING

INTERNATIONAL MARKETING. Gizem KILIÇ 2010503044 Industrial Engineering Department, Dokuz Eylül University, Turkey. INTERNATIONAL MARKETING. What is marketing? International Marketing (IM) International Marketing Plan Epilogue. What is MARKETING ?. The marketing is ;

felicia-pittman
Download Presentation

INTERNATIONAL MARKETING

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. INTERNATIONAL MARKETING Gizem KILIÇ 2010503044 Industrial Engineering Department, Dokuz Eylül University, Turkey

  2. INTERNATIONAL MARKETING What is marketing? International Marketing (IM) International Marketing Plan Epilogue

  3. What is MARKETING? The marketing is ; science and art of valuation, creation and presentation for achieving a certain profit to ensure the needs of a target market.

  4. INTERNATIONALMARKETING (IM) •IM or global marketing refers to marketing carried out by companies overseas or across national borderlines. •At its simple level, IM involves the firm in marketing one or more marketing mix decisions across national boundaries. At its complex level, it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe.

  5. INTERNATIONAL MARKETING (IM) •IM 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. •The application of marketing orientation and marketing capabilities to international business.

  6. TARGETMARKET NEEDS WANTS DEMANDS

  7. CUSTOMER VALUE PERFORMANCE OF PRODUCT PRICE OF PRODUCT PERFORMANCE OF PRODUCT PRICE OF PRODUCT CUSTOMER VALUE CUSTOMER SATİSFACTİON

  8. For a successful marketing, we have to; ● set the balance of price and profitability ● provide the most value ● take aim at our product or service ● be a well-established brand in business life ● DIFFERENTIATE

  9. INTERNATIONALMARKETING PLAN a) VISION AND MISSION What is our business? Who is our customer? What are the consumers’ values? What do we want? What are the benefits to be provided? What are our expectations?

  10. INTERNATIONALMARKETING PLAN b) GOALS OF COMPANY Which position the company wants to get involved in business life What the company wants to achieve within a certain period e.g. numerically things; goal of giro, percentile ratio…

  11. INTERNATIONALMARKETING PLAN c) RESEARCH OF MARKET (INTERNAL/EXTERNAL) Environmental analysis for foreign markets

  12. INTERNATIONALMARKETING PLAN POLITICAL ENVIRONMENT Effects of type of government Level of stability Political vulnerability Types of likely risks Attitudes toward foreign products/ foreign investment Forces of nationalism

  13. INTERNATIONALMARKETING PLAN SOCIAL AND CULTURAL ENVIRONMENTS Effects of language(s), religion(s), education Effects of social structure, institutions, roles, mobility, changes Effects of values, attitudes Attitudes toward change Role of consumption

  14. INTERNATIONALMARKETING PLAN BUSINESS AND TECHNOLOGICAL ENVIRONMENTS Types and size of businesses Rules for business conduct Role of businesses in society Level of technology used Ability to absorb technological changes

  15. INTERNATIONALMARKETING PLAN LEGAL ENVIRONMENT Type of legal system Effects of regulations Possibilities of regulatory changes Protection for property rights Use of arbitration Preferences for local businesses

  16. INTERNATIONALMARKETING PLAN ECONOMIC ENVIRONMENT Balance of payment trends Strength/weakness of currency Participation in economic cooperation agreements Trade barriers Barriers to market entry Financial risks and local economic trends

  17. INTERNATIONALMARKETING PLAN PHYSICAL AND DEMOGRAPHIC ENVIRONMENTS Population trends Effects of climate Physical barriers to transportation/communication

  18. INTERNATIONALMARKETING PLAN COMPETITIVE ENVIRONMENT Local or international competitors Intensity of competition Nature of competition (price or non-price) Relationships and interaction with competitors

  19. INTERNATIONALMARKETING PLAN We can support research of market with; questionnaires selection of sample interviews works in fieldand in the office

  20. INTERNATIONALMARKETING PLAN d) THE SWOT ANALYSIS THE INTERNAL POTENTIAL STRENGTHS WEAKNESSES OK NO GO ADAPT IMPROVE UPHILL BATTLE OPPORTUNITIES THREATS THE EXTERNAL POTENTIAL

  21. INTERNATIONALMARKETING PLAN e) SELECTION OF MARKETS Macro Level Research FILTER 1 General Market Relating to the Product FILTER 2 Micro Level Research FILTER 3 Target Markets FILTER 4

  22. INTERNATIONALMARKETING PLAN f) MARKET SEGMENTATION If you offer a product for all units, it means that some consumers will not be satisfied in full and resources would be wasted. With market segmentation, product-market match provided better.

  23. INTERNATIONALMARKETING PLAN g) MARKETING MIX 1) Product ● range of product ● quality ● services ● design ● features ● guarantees ● brand name ● packing ● returns ● dimensions

  24. INTERNATIONALMARKETING PLAN g) MARKETING MIX 2) Price ● price of list ●offers ●payment period ● loan type ( letter of credit-L/C)

  25. INTERNATIONALMARKETING PLAN g) MARKETING MIX 3) Place ● channels ● transport ●location● logistics ●storage ● classification

  26. INTERNATIONALMARKETING PLAN g) MARKETING MIX 4) Promotion ●advertisement ●personal selling ●sales promotion ● public relations

  27. INTERNATIONALMARKETING PLAN h) Implementation of the program and organization ı) Evaluation and control

  28. As a result; Nowadays make-sell method loses its validity. Now companies sell their products before creating them for to provide the highest level of customer satisfaction. Because of that marketing is the key point for companies both nationally and internationally!!

More Related