Presentation

on
International
Marketing Mix

PRESENTED TO: PRESENTED BY:

Krishna kr. Maurya
Miss Sakshi Bajpai
Anchal Jaiswal

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 Objectives

Understand global marketing strategy

Analyze forces affecting international marketing
efforts
Understand important trade agreements
Identify methods of international market entry
Examine forms of global organizational
structures
Examine use of marketing mix internationally

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 The Nature of
Global Marketing Strategy
International Marketing
Developing and performing marketing
activities across national boundaries.

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 Environmental Forces
In Global Markets

Competitive Economic

Sociocultural Political

Technological Legal &

Regulatory
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 Competitive Forces
Internationally
Attend to competitive forces in
target countries
Identify the interdependence of
global competitors
Be mindful of global customer

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 The Most
Competitive Countries

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 Economic Forces Internationally

Import tariff duty on goods bought outside the

country and brought in
Quota limit on amount of goods an importing
country will accept
Embargo government suspension of trade
Exchange Controls government restrictions
on amount of particular currency

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 Economic Forces
Internationally contd
Balance of Trade difference in value
between nations imports and exports
Gross Domestic Product (GDP)
measure of overall economic standing based on
total output of goods and services

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 Political, Legal and Regulatory
Forces Internationally
Legal and regulatory infrastructure as a
direct reflection on the political climate
CIBERs (Centers for International Business
Education and Research)
International import barriers
Differing standard of ethics (U.S.s Foreign
Corrupt Practices Act)

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 Sociocultural Forces
Internationally
Issues predominant cultural focus
of marketing within global market
Language
Symbols
Social norms, values, perceptions
Negotiations and decision-making

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 Technological
Forces Internationally
Advances in technology have advanced
international marketing

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 Global Ethical and Social
Responsibility Issues
Dumping selling products in domestic
markets at higher prices than in foreign markets
Cultural relativism defining business
practices as right or wrong based on differing
moralities within particular cultures

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 Stages Of
International Entry Modes
1) No regular export activities
2) Export via independent representatives
or agents
3) Establish one/more sales subsidiaries
internationally
4) Establish international production or
manufacturing facilities

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 Importing and Exporting

Importing the purchase of products

from a foreign source
Exporting the sale of products to
foreign markets

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 Trading Company

A company that links buyers and sellers in

different countries.

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 Licensing and Franchising

Licensing an alternative to direct investment

requiring a license to pay commissions on sales
or supplies used in manufacturing
Franchising a form of licensing in which a
franchiser grants a franchisee the right to
market its product in accordance with the
franchisers standards.

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 International Franchising-
Benefits To Franchiser
Does not have to put up large capital
investment
Revenue stream is fairly consistent
Retains control of name and increases
global penetration
Agreements ensure standard of behavior
from franchisees

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 Contract Manufacturing

The practice of hiring a foreign firm to

produce a designated volume of the
domestic firms product or a component
of it to specification; the final product
carries the domestic firms name.

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 Specific Forms of
Contract Manufacturing
Outsourcing
Offshoring
Offshore outsourcing

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 Joint Ventures

Joint Venture partnership between

domestic and foreign firms
Strategic Alliances partnerships
formed to create competitive advantage
on a worldwide basis

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 Direct Ownership

Direct ownership a company owns

subsidiaries or other facilities overseas
Multinational enterprise firm has
operations in many countries

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 Global Organizational Structure

Organizational Structure the way in

which a firm divides its operations and
coordinates its activities.

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 Organizational Architecture

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 Global Organizational
Structures contd
Export Departments
International Divisions
Internationally Integrated Structures

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 International Marketing Mix

Customization vs. Globalization

Customization: customizing marketing
strategy to meet different marketing
mixes
Globalization: development of marketing
strategies that treat the world markets as
a single entity

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 Marketing Mix Issues
Product Element

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 Marketing Mix Issues
Distribution Element

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 Marketing Mix Issues
Promotion Element

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 Marketing Mix Issues
Pricing Element

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 Business markets
allow for
customized
global marketing
solutions

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 THANK YOU

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