OHT 23.1 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition International marketing

OHT 23.2 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition International marketing approaches (Lynch 1994) Local scale. National scale. Regional scale. European scale. World scale.

OHT 23.3 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Reasons for internationalisation Figure 23.1

OHT 23.4 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Differences which require particular attention Cultural differences. Language. Social structures and customs. Values and attitudes. Technological factors. Economic and competitive factors. Political and legal factors.

OHT 23.5 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Culture, conventions and etiquette Figure 23.2 Source: Adapted from Mead (1990) Copyright 1990 © John Wiley & Sons Limited. Reproduced with permission.

OHT 23.6 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Selecting international markets Figure 23.3

OHT 23.7 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Factors influencing market entry method Figure 23.4

OHT 23.8 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Market entry methods Figure 23.5

OHT 23.9 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Investment Figure 23.6 Source: Adapted from International Marketing, 3rd edition, Financial Times Pitman Publishing (Pearson Education), Walsh (1993).

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Successful joint venture partnerships Figure 23.7

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition International marketing strategy Define and select target groups. Position the product(s). Select marketing mix to suit foreign market.

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Standardisation or adaption Figure 23.8

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Adaption pressures Customer needs. Practical considerations. Packaging and communication. Marketing communications. Distribution channels. Product positioning. Mode of entry. Regulations.

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Standardisation pressures Identified international segment. Economies of scale. Mobile customers. Degree of adaption or standardisation.

OHT © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition International marketing mixes Product - can a product be sold across a range of international markets or does it need to be adapted for local needs? Price - what will the market bear? What cost structures are affected by export? Place - how do foreign markets distribute? Tailoring delivery sizes and frequency to suit foreign channels. Promotion - to suit local foreign environments.