INTERNATIONAL

MARKETING
Dr. M. Haseeb Tariq
MARKETING & INTERNATIONAL
MARKETING

Marketing is a process by which individuals and groups
obtain what they need & want by creating and exchanging
products and value with others.

International Marketing refers to such exchanges across
national boundaries for the satisfaction of human needs
and wants
THE FUNDAMENTAL CONCEPTS INVOLVED
IN MARKETING PROCESS
NEED arises with the state of felt deprivation. Needs can
take many forms, including the following;
Physical (food, clothing, warmth & safety etc...)
Social (belonging, affection)
Individual (knowledge, self expression)
The needs are basic part of human make-up, while some
are also created by marketers

WANTS: Once needs are felt, humans and businesses look
for solutions. Wants are the manifested solutions of needs.
THE FUNDAMENTAL CONCEPTS INVOLVED
IN MARKETING PROCESS
Demands:
Human wants backed by buying power & choices
translate into demands what is chosen as the desired
Products
Products are the offering of a firm (or individual/s) to a
market or consumer to satisfy a need or want.
Quality:
Quality is referred as the ability of a firm (or individual)
to satisfy customer needs & expectations.
INTERNATIONAL MARKETING ORIENTATION OF
FIRMS
A company can have one of the following five types of
orientations towards its markets

1. The Production Concept
2. The Product Concept
3. The Selling Concept
4. The Marketing Concept
INTERNATIONAL MARKETING ORIENTATION OF
FIRMS
The Production Concept:
Consumers will prefer products that are widely available
and inexpensive. Managers focusing on this concept
concentrate on achieving high production efficiency, low
costs, and mass distribution.
The Product Concept:
Consumers will favor those products that offer the most
quality, performance, or innovative features. Managers
focusing on this concept concentrate on making superior
products and improving them over time.
INTERNATIONAL MARKETING ORIENTATION OF
FIRMS
The Selling Concept:
Consumers and businesses, if left alone, will not buy
enough of the selling companys products. The
organization must, therefore, undertake an aggressive
selling and promotion effort. Their aim is to sell what they
make rather than make what the market wants.
The Marketing Concept:
It holds that the key to achieving its organizational goals
(goals of the selling company) consists of the company
being more effective than competitors in creating,
delivering, and communicating customer value to its
selected target customers.
THE SOCIETAL MARKETING CONCEPT
This concept holds that the organizations task is to determine
the needs, wants, and interests of target markets and to deliver
the desired satisfactions more effectively and efficiently than
competitors (this is the original Marketing Concept).
Additionally, it holds that this all must be done in a way that
preserves or enhances the consumers and the societys well-
being.
SOME EXAMPLES OF THE MARKETING CONCEPT
The marketing concept has been expressed in many colorful
ways:
Where you comes first (UBL)
Tum hi to ho (Ufone)
Working together for a healthier world (Pfizer)
Have it your way (Burger King)
You are the boss (United Airlines)
Putting people first (British Airways)
Partners for profit (Milliken Company)
THE INTERNATIONAL MARKETING CONCEPT
The international marketing concept rests on four pillars:
Target market (The potential customers)
Customer needs
Integrated marketing (Approaching customers through
product offers, marketing communication, distribution
and pricing)
Profitability
IMPORTANCE OF CUSTOMER RETENTION
Attracting a new customer can cost much more than
pleasing an existing customer - it may cost even much
more to bring an existing customer to the same level of
profitability as the lost customer - customer retention is
thus more important than customer attraction.
IMPORTANCE OF CUSTOMER RETENTION
The key to customer retention is customer satisfaction. A
highly satisfied customer:
Stays loyal longer and buys more as the company
introduces new products and upgrades existing products
Talks favorably about the company and its products
Pays less attention to competing brands and advertising
and is less sensitive to price
Offers product/service idea to the company (feedback)
LEVELS OF COMPANY INVESTMENT IN CUSTOMER-
RELATIONSHIP BUILDING
The customer-relationship building is a process involved in
attracting and keeping customers. The objective is to move the
customer from just a suspect (in terms of a potential to become
a buyer) to an advocate for other for the company and its
brands.
The various stages of customer loyalty are in the following;
Suspects prospects first-time customers

advocates repeat customers

LEVELS OF COMPANY INVESTMENT IN CUSTOMER-
RELATIONSHIP BUILDING
The five different levels of a companys investment in customer
relationship building are;
Basic marketing:
Simply selling
Reactive marketing:
In addition to selling encourage the customer to contact for any
question, comments, complaints
Accountable marketing:
After-sales calls to check if the customer is satisfied
Proactive marketing:
Contact customer from time to time to seek inputs for future
improvements in products
Partnership marketing:
Work continuously with customers to discover ways to effect
customer savings or help the customer perform better
INTERNATIONAL MARKETING PROCESS
The international marketing process comprises of five
steps which marketers have to take as part of their
integrated marketing effort;
1. Analyzing international marketing opportunities
2. Select the groups of potential international customers
(target markets)
3. Adopt appropriate business and marketing strategies.
4. Developing the international marketing mix, product,
place, price & promotion
5. Proper analysis, planning, implementation and control
of their marketing programs
ANALYZING INTERNATIONAL MARKETING
OPPORTUNITIES
Identify unfulfilled or under fulfilled needs that a
marketer may satisfy through its products or
services.
This analysis can be done through information
seeking and analysis or through market research
(secondary or primary data collection and
analysis).
TARGET MARKETS
This step involves identifying the potential buyers,
demand measurement & forecasting, market
segmentation, market targeting & market
positioning.
Segmentation involved identifying groups of
potential customers from the total potential
market that are homogeneous on certain aspects
of identity and behavior and are heterogeneous
on the same aspects from others in the target
population.
ADOPTING APPROPRIATE BUSINESS AND
MARKETING STRATEGIES
Since a firm needs to offer best value to the
potential customers to makes its products and
services more salable compared with competitors,
firms have to adopt appropriate business and
marketing strategies.
DEVELOPING THE INTERNATIONAL MARKETING
MIX
Marketing mix identifies four key areas for
developing a well coordinated marketing strategy.
To create a strong marketing impact a firm needs
to develop appropriate programs in these four key
areas and also need to ensure that all these four
aspects of a firms marketing program are well
coordinated.
PROPER ANALYSIS, PLANNING, IMPLEMENTATION AND
CONTROL
Developing a good marketing program is not good
enough for success. A firm also needs to manage
the international marketing effort properly.
Quite often firms fail not because they did not
have a viable marketing program, but that they
failed in properly implementing their well
designed plans.
QUESTIONS??
THANKS