Chapter 11 – International Marketing Mr. M. Goldberg, Martingrove C.I., 2012 Chapter 11 – International Marketing 11.1 – International Marketing Strategies

Chapter 11 – International Marketing Mr. M. Goldberg, Martingrove C.I., 2012 Marketing Marketing Definition: –Planning pricing promotion, distribution & sale of goods & services to satisfy consumers’ needs & wants Key Marketing Strategies 1.Centralized vs. Decentralized Strategy 2.Push vs. Pull 3.Brand Acquisition vs. Brand Development

Chapter 11 – International Marketing Mr. M. Goldberg, Martingrove C.I., 2012 Centralized vs. Decentralized Marketing Strategies Centralized Marketing Strategy –Production & Sales from one central location. –“Think local, act global.” –Eg. Web-based businesses often do this –Companies divide work by region

Chapter 11 – International Marketing Mr. M. Goldberg, Martingrove C.I., 2012 Advantages of the Centralized Marketing Strategy 1.Brand Building (global brands) Brand Equity – making a brand recognized throughout the world & giving the brand a positive image. Consistent promotion, packaging & product features 2.Synergy – two forces work together to produce more together than the two could produce individually R&D, advertising, sales, international campaigns 3. Cost Benefits (Economies of Scale)

Chapter 11 – International Marketing Mr. M. Goldberg, Martingrove C.I., 2012 Decentralized Marketing Strategy “Think global, act local” philosophy Use local production facilities, distribution, advertising, market research, sales, etc. Multinationals that do this are called Glocal companies

Chapter 11 – International Marketing Mr. M. Goldberg, Martingrove C.I., 2012 Advantages of using the Decentralized Marketing Strategy 1.Proximity to Markets 2.Flexibility Spot trends quickly 3.Cultural Sensitivity Flagship Brand –The product that carries the corporate name (eg. Coca-Cola)

Chapter 11 – International Marketing Mr. M. Goldberg, Martingrove C.I., Push & Pull Channels of Distribution –How a company connect its product or service to its target market Push Strategy –Focusing selling efforts on retailers (or wholesales) and NOT the consumer

Chapter 11 – International Marketing Mr. M. Goldberg, Martingrove C.I., 2012 The End.