Global Marketing Management Elena Horska

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
• Phase III: Developing the marketing plan
• Phase IV: Implementation and control
International planning process and marketing strategies
Phase I: Preliminary analysis and screening:
Matching company/country needs (marketing research)
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.
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.
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
International planning process and marketing strategies
Phase II: Adapting the marketing mix to target markets
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-tobusiness markets
Analyzing Product Components
A product is multidimensional, and the sum of all its features
determines the bundle of satisfaction (utilities) received by the
The many dimensions of products can be divided into three distinct
– 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.
Which products for
international markets?
The same as for home market
Adapted products
Standardized products
New products
Define the reasons
for each option!
Branding for international
• Branding dimensions:
– Global brands
– Regional brands
– Local brands
– Producer´s brand
– Private brands
– Brand partnership
– Brand portfolio
What do we need to consider when matching products
and services with customers?
• Things to consider:
– Quality
– Green Marketing
– Culture
– Adaptation
– Branding
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
• What is a value for customers: perceived
Focused on international pricing
• Considering pricing strategies ...
• Considering the price level ...
• Considering the internal and external
factors ...
• Considering marketing goals ....
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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