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Range of services. Port of Hamburg Marketing. Bengt van Beuningen Port of Hamburg Marketing Reg. Assn. Definition of International Marketing (1/3). International Marketing is the performance of business activities directing the flow of products and services - PowerPoint PPT PresentationTRANSCRIPT
Port of Hamburgwww.mainport-hamburg.de
Range of services
Port of HamburgMarketing
Bengt van BeuningenPort of Hamburg Marketing Reg. Assn.
Port of Hamburgwww.mainport-hamburg.de
Definition of International Marketing (1/3)
International Marketing is
the performance of business activities
directing the flow of products and services
from producer to consumer
in different countries.
Port of Hamburgwww.mainport-hamburg.de
Definition of International Marketing (2/3)
A successful performance of the marketing function is contingent upon the adoption of the marketing concept, consisting of
a: a customer orientation, b: an integrated marketing organisation,
and c: customer satisfaction.
Port of Hamburgwww.mainport-hamburg.de
Definition of International Marketing (3/3)
Marketing Management is the execution of an
independent or a company´s marketing organisation.
Marketing management is assigned decision-making
authority over: product strategy, communication strategy, distribution strategy, and pricing strategy.
The combination of these four aspects of marketing
is referred to as the marketing mix.
Port of Hamburgwww.mainport-hamburg.de
Port of Hamburg Marketing Regd. Assn. or HHM
The „Port of Hamburg Marketing Regd. Assn.“
concentrates itself on the communication strategy. HHM is an organisation with approx. 220 members,
most of them from the Hamburg Metropolitan region.
HHM is a public-private-partnership (ppp).
HHM is in daily business driven by several HHM working groups, were the PR and sales people of member companies realise their input and influence.
Port of Hamburgwww.mainport-hamburg.de
Structure Port of Hamburg Marketing
Member Companies
Port of Hamburgwww.mainport-hamburg.de
HHM: vision
Our vision is to support all our member
companies in that way, that the clients of
the port as well as the whole port community
considers Hamburg as the best port in Europe.
By doing this, we had to secure Hamburgs
dominant position as the absolutely
No. 1 port in Germany.
Port of Hamburgwww.mainport-hamburg.de
HHM: mission
HHM is responsible for global port marketing.
For this HHM operates an international
network of Port Representative Offices. This is
to ensure that our customer are constantly
provided with first hand information in due
time and if necessary in local language.
HHM is responsible to realize the general
port Public Relation and market research.
Port of Hamburgwww.mainport-hamburg.de
Port Representative Offices
ShanghaiSeoul
Hamburg
Prague
St. Petersburg
Warsaw
BudapestMunich
Vienna
Dresden
Hong Kong
Port of Hamburgwww.mainport-hamburg.de
Port Marketing Organization
Chairman& CEO
Secretary Controlling
Information &Communication
Market Research
PressDepartment
Exhibitions / Events
Publications
New Media /Internet
ProjectDevelopement
Local Projects
Projects for Members
RepresentativesEurope (8)
Representatives overseas (5)
Port of Hamburgwww.mainport-hamburg.de
Market Research
Statistics Container traffic
Throughput via Hamburg per quarter
Container traffic via Rotterdam, Antwerp and Bremen Ports
German foreign trade divided into Hinterlandregions and via Hamburg
Transit statistics via Hamburg
Monthly reports Research (optional)
Archives Internet
August 2005
Port of Hamburgwww.mainport-hamburg.de
Event Marketing
Programs for Customers and multipliers from Press, Business, Officials, Science and Education
Reports for Export Industries Workshops, Seminars Conferences Annual Port Birthday
Port of Hamburgwww.mainport-hamburg.de
Internet & Multimedia
Company Profiles Newsletter for our members Press Services
(News Releases, Photos...) Basic Information on the Port and
its various branches Internetsites for our Members Presentations for Members and
special Events
Port of Hamburgwww.mainport-hamburg.de
Publications & Video
Port of Hamburg Handbook
Port of Hamburg Magazine
Connections: Liner Service
via Hamburg
Port of Hamburg Magazine
Port of Hamburg Video
Port of Hamburgwww.mainport-hamburg.de
Press & Photo
Regular Press mailings and
Press Conferences
Press releases for
member companies
Actual photos and
photo archiv
Port of Hamburgwww.mainport-hamburg.de
Exhibitions
Port of Hamburg as a
platform for HHM-member
companies, e.g.
Trans Russia, Moskau
Transport Logistic, München
Intermodal, Hamburg
Break bulk expo + conf., Houston
5 – 7 exhibitions per year, worldwide
Port of Hamburgwww.mainport-hamburg.de
Hamburgs´s USP (Unique Selling Position)
=2,533 Mio. TEU
Seaport with two seafront sides
North Sea / Atlantic Baltic Sea
Port of Hamburgwww.mainport-hamburg.de
Hamburgs´s strategic approach
=2,533 Mio. TEU
meet your customer at minimum twice
“think global, act local“
Port of HamburgThank you very much for your attention!