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Global Marketing Management

Global Marketing Management. Elena Horska. International Planning Process and Marketing Strategies. Phase I: Preliminary analysis and screening: Matching company/country needs (marketing research) Phase II: Adapting the marketing mix to target markets

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Global Marketing Management

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  1. Global Marketing Management Elena Horska

  2. International Planning Process and Marketing Strategies • Phase I: Preliminary analysis and screening: Matching company/country needs (marketing research) • Phase II: Adapting the marketing mix to target markets • Phase III: Developing the marketing plan • Phase IV: Implementation and control

  3. International planning process and marketing strategiesPhase I: Preliminary analysis and screening: Matching company/country needs (marketing research)

  4. Case I: USA basic facts • Population of 285 million. • 50 separate states, each with its own laws and tax regimes. • Manufacturing employs the most people at 17 million. • Health care and social assistance sector employs 13.6 million. • Administrative and support sector generates 7.2 million jobs.

  5. Case II: Marketing in China • Advertising agencies etc are rare. • Distribution systems are poor. • Demand is likely to exceed supply. • Prices need to be low. • No uniform technical standards. • No reliable business statistics. • Commercial law is imprecise.

  6. Case II: Main problems in marketing to Japan • Demanding consumers. • Saturated markets at the bottom end. • Business etiquette is formal. • Government discriminates in favour of local producers. • Local technical standards differ from world standards.

  7. International planning process and marketing strategiesPhase II: Adapting the marketing mix to target markets

  8. Focused on Product and Services • The opportunities for international marketers of consumer goods and services today have never been greater • New consumers are springing up in many emerging markets, which promise to be huge markets in the future • In the more mature markets consumers´ tastes become more sophisticated and complex due to increase in purchasing power • The difference between tangible products and services • The difference between business-to-consurmer and business-to-business markets

  9. Analyzing Product Components • A product is multidimensional, and the sum of all its features determines the bundle of satisfaction (utilities) received by the customer • The many dimensions of products can be divided into three distinct components: • Core components • Packaging components • Support services components • These components include all a product´s tanglible and intangible elements and provide the bundle of utilities the market receives from use of the product.

  10. Which products for international markets? • The same as for home market • Adapted products • Standardized products • New products Define the reasons for each option!

  11. Branding for international markets • Branding dimensions: • Global brands • Regional brands • Local brands • Producer´s brand • Private brands • Brand partnership • Brand portfolio

  12. What do we need to consider when matching products and services with customers? • Things to consider: • Quality • Green Marketing • Culture • Adaptation • Branding

  13. Focused on international pricing • How do we go about setting a price? • Start with: What is a price? • What someone is willing to pay for something of value? • What is a value for customers: perceived benefits

  14. Focused on international pricing • Considering pricing strategies ... • Considering the price level ... • Considering the internal and external factors ... • Considering marketing goals ....

  15. Focused on price escalation • Price escalation refers to the added costs incurred as a result of exporting products from one country to another. There are several factors that lead to higher prices: • Costs of exporting • Taxes, tariffs and administrative costs • Middleman and transportation costs • Exchange rate fluctuation and varying currency values

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