ch.1 the international marketing concept
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Topic 1The International Marketing Concept
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Marketing
DefinitionThe essentials: A genuine understanding of and attention to
customers needs and wants Satisfaction of those needs and wants, while at
the same time ensuring achievements of profits Orientation of the whole organization towards the
customer satisfaction process
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Marketing Management &The Marketing Mix
Marketing management and the marketing mix
Marketing management consists of
planning, organization, implementationand control of marketing activities.
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Marketing activities (marketing mix) arecontrollable. 4Ps
The planning and development of products or
services that customers requirePRODUCT
The distribution of products through appropriatechannelsPLACE
The establishments of prices that offer value to
customers and to the supplierPRICE
Promotion of the products or servicesPROMOTION
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The Marketing Environment
Marketer must take into account environmental factors:STEEPLE S: Social/cultural T: Technological E: Economic and market competition E: Education, training and employment P: Political L: Legal E: Environmental Protection
The challenge for marketing management is: Planning marketing mix4Psthat enable the organization
to adapt its environment in a way that profit and otherobjectives are achieved
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The International Marketing Environment
The uncontrollable environment factors: STEEPLE +
Competitors
Task: to tailor the marketing mix4Psinto the
environment (within any nation and between nations)STEEPLE provides the base framework just as athome market.
Aspects require in international marketing; for
examples: licensing, joint ventures, agents, countertrade.
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The Definition of International Marketing
The marketing of goods, services or ideas acrossnational boundariesThe marketing operations of an organizations thatsells or produces within a country when: That organization is part of, associated with, an
enterprise which also operates in other countries There is some degree of control, or influence on,
from outside the country.
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Multinational Company (MNC)
A company which has a direct investmentbase in several countries;
which generally gain 20% to 50 % or more ofnet profits from foreign operations;
and the management makes policy decisionsbased on alternatives available anywhere inthe world.
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The Major InternationalMarketing Decisions
The international marketing decisions
The market selections decisions
The market entry decisions
The marketing mix decisions
The organization decision
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INTL MKTDEC.
MARKET
SELECTION
DEC.
MARKET
ENTRY
DEC.
MKT MIX
DEC.
PRODUCT
PLACE
PRICE
PROMOTION
MKT
ORGANI-
ZATION
DEC.
INFORMATION BASE
MARKET RESEARCH
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Thank you
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