INTERNATIONAL MARKETING

•What is your product?

•Who are your costumers?

•Who is your competition?

•Are you international?

• If you are international, why selling internationally?

•Make a commercial for your company

Be creativeMake an slogan

Be brief

INTERNATIONAL MARKETING

“The world’s youth prefer Coke to tea,

trainers to sandals and burgers to

home made cooking”Tastes everywhere

are becoming similar and homogenous.

“THINK GLOBAL, ACT LOCAL”

Acting local means:Having local market knowledge,

recognize attachments to local brands

and how business is done in each place.

There are still wide variations in taste, customs,

behavior expectations between costumers in different markets

even when the outside ones look similar to ours!

Of course there are issues that a company with a

global presence has to address such as;

CommitmentInvestmentRisk

It may seem easy but it took Marlboro 30 years

and McDonald’s 20 years to become global organizations

WHY?

INTERNATIONAL MARKETING

How to enter the overseas market in the first place?

Indirect exportUse an intermediary such an export agent to deal with buyers

in the overseas

Direct exportCompanies handle their own exports

by setting up overseas sales offices

LicensingCompanies sell the rights

to use manufacturing process, trademarks or patent

for a fee

Joint VentureTwo companies, a local one and

an overseas one work together

to develop a particular market

but remain independent

ConsolidationThe combining of

separate companies, functional areas, or product lines, into a single one.

Differs from a merger in that a new entity

is created

MergerThe combining of two

or more entities into one, through a purchase acquisition

or a pooling of interests. Differs from a consolidation

in that no new entity is created from a merger

INTERNATIONAL MARKETING

VOCABULARY PRACTICE

1. Because of tight _________________ company profits could not taken out of the company.

2. Red tape and other examples of ____________________ hinder a company’s entry to the market.

3. The country is attractive to exporters because it has enjoyed ______________ for the last 50 years.

4. The purchasing behavior of consumers can be described as their _______________.

5. The ________________ is improving leading to a rise in employment.

6. _______________ is a term used by economists to describe how wealth is shared in a country.

Buying habits

Government bureaucracy

Monetary regulations

Economic situation

Income distribution

Political stability

•What do they have different?

INTERNATIONAL MARKETING

Every business can learn from another, especially if a particular business is one that has displayed tremendous success over the years.

The Starbucks Corporation and its successful marketing strategies are definitely something that anyone interested in business can learn about.

What sort of techniques did the company use, and how were these able to reach out and attract millions of people worldwide?

Some of their best strategies are outlined below.

“Perfect Cup of Coffee” Starbucks history has shown that they place a huge emphasis

on product quality. Their coffee, even if priced slightly more expensive than expected, is notorious for satisfying customers with its rich, delicious taste

and aroma. 

Points to Learn from the Starbucks Marketing Strategy

“Third Place”From the very beginning, the Starbucks marketing strategy has focused on creating the “third place” for everyone to go to between home and work. Creating this unique and relaxing “experience” and “atmosphere” for people has been very important for the company as they have realized that this is one of the strongest concepts attached to the company, to which customers have been strongly attracted.

“Customer Satisfaction” Customer satisfaction is a very important issue with Starbucks.

From entrance to the store to the very last drop of their coffees, it is a must that customers feel the uniqueness of enjoying their Starbucks coffee experience. Without a doubt, Starbucks Coffee Company knows the answer to the question,

"Why is customer service important."

“Brand Marketing” The Starbucks marketing strategy has always focused on “word-of-mouth” advertising

and letting the high quality of their products and services speak for themselves. For years, this has been uniquely Starbucks, and it has played a huge part in

making Starbucks Coffee Company a success. The definition of viral marketing speaks to this new word of mouth that Starbucks

has run with, and made their own.

NOUN COMPOUNDS

It is 2 nouns together but they are shorter than a conventional noun phrase. For example:

An export license instead of a license to export

A consumer protection law instead of a law for the protection of consumers

conditionsmarketdifficultIncreasingly

HEAD NOUNNOUNADJECTIVEADVERB

strategymarketinglong-term