Professional Documents
Culture Documents
Marketing Globally
Operations
Accounting
Management
Marketing
Human
Finance Resource
Management
International Marketing and Business
Strategies
Differentiation
Cost Leadership
Focus Strategy
Standardization versus
Customization
Ethnocentric
Polycentric
Geocentric
Marketing Strategies
Overall international marketing strategies
should depend on the companys:
Marketing Orientation
Target Market
Market Orientation
Production Orientation
Company focuses on products rather
than customers' wants or desires
Focus only on efficiently building a
quality product
Sales Orientation
A business approach or philosophy
that focuses on promoting sales
Aggressive marketing
Customer Orientation
Company-wide philosophy that the
customer's wants and needs are the
first priority of all management and
employees
Strategic Marketing Orientation
Satisfying customer needs & monitoring
competitors actions and their effect on
customer preferences
Social Marketing Orientation
Company should make marketing
decisions by considering consumers'
wants, the company's requirements,
and society's long-term interests.
Segmenting & Targeting Markets
Mass Markets
Market (a product) on a large
scale
i.e. "mobile technologies have
hit the mass market
Niche Markets
It is also a small market
segment
A niche market is the subset of
the market on which a specific
product is focused
i.e. Binocular
Why Firms Alter Products
Legal Forces
The laws and regulations of host
countries also may affect the
product policies adopted by
international firms
Cultural Influences
International firms often must
adapt their products to meet the
cultural needs of local markets.
Economic Factors
A countrys level of economic
development may affect the
desired attributes of a product.
Price Consideration
Price consideration of target
customer influences firms for
customization of product.
Target Customer
One important factor is the nature
of the products target
customersare they industrial
users or individual consumers?
Potential Obstacles in International
Pricing
Government intervention
Market diversity
Foreign Home-Country
Distributors Methods
Local-Market
Joint Ventures
Systems
International Distribution
17
Channels of Distribution
Manufacturer Manufacturer Manufacturer
Import Import Import
Agent Agent Agent
Customer Retailer
Customer
Channel Length
Use of Retailers
Use of Wholesalers
The Challenge of Getting Distribution
Product Pricing
Promotion Place