Marketing international

International Marketing

Marketing is a social and managerial process by which individuals ans groups obtain what they need and want through creating, offering and exchanging products or services of value with other.

What is international marketing ?

• International marketing is the process of planning and conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and the organisation.

• International marketing focuses its ressources on global market opportunities and threats.

• International marketing involves the marketing of goods and services outside the firm’s home country.

• It is a tool used to obtain improvement of the firm’s position in the global market.

• Strategy and action, global and local.

What are the similarites and differences between international marketing and domestic marketing ?

Similarites

Basic concepts, practices, and tool are almost identical, key sucess factors are the same.

Differences

More strategic, more variables, more complex, culural differences, legal constraints, information sources, managing distances, entry mode choices.

Marketing Intelligence : is to be aware of the local market and be able to adapt.

FDI : Foreign Direct Investment

Knowing the market attributes :

• What are they ?

• How do you my competitor score on theses attributes ?

• How do I score ?

Effective marketing planning/mix (4/7P’s)

Reason for international expansion :

• Opportunities global market development (diversifying market)

• Following custumer abroad

• Pursuing geographic diversification (climate, topography, space, etc…)

• Exploiting different economic growth rates (gaining scale ans scope)

• Exploiting product life cycle differences (techonology)

• Globalizing for defensive reasons

• Pursuing a global logic or imperative (new market and profit)

What is brand attributes ?

Brand attributes represents the essence of the brand. Brand attributes are a set of characteristics that identify the physical, character and personality traits of the brand.

What are forces and 7P’s ?

The 7 Ps is a British Army adage for Proper Planning and Preparation Prevents Piss Poor Performance.

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