INTERNATIONAL MARKETING Gizem KILIÇ Industrial Engineering Department, Dokuz Eylül University, Turkey

INTERNATIONAL MARKETING What is marketing? International Marketing (IM) International Marketing Plan Epilogue

What is MARKETING? The marketing is ; science and art of valuation, creation and presentation for achieving a certain profit to ensure the needs of a target market.

INTERNATIONAL MARKETING (IM) IM or global marketing refers to marketing carried out by companies overseas or across national borderlines. At its simple level, IM involves the firm in marketing one or more marketing mix decisions across national boundaries. At its complex level, it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe.

INTERNATIONAL MARKETING (IM) IM is the performance of business activities that direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit. The application of marketing orientation and marketing capabilities to international business.

TARGET MARKET NEEDSDEMANDSWANTS

CUSTOMER VALUE PERFORMANCE OF PRODUCT PRICE OF PRODUCT PERFORMANCE OF PRODUCT PRICE OF PRODUCT CUSTOMER VALUE CUSTOMER SATİSFACTİON

For a successful marketing, we have to; ● set the balance of price and profitability ● provide the most value ● take aim at our product or service ● be a well-established brand in business life ● DIFFERENTIATE

INTERNATIONAL MARKETING PLAN a) VISION AND MISSION What is our business? Who is our customer? What are the consumers’ values? What do we want? What are the benefits to be provided? What are our expectations?

INTERNATIONAL MARKETING PLAN b) GOALS OF COMPANY Which position the company wants to get involved in business life What the company wants to achieve within a certain period e.g. numerically things; goal of giro, percentile ratio…

INTERNATIONAL MARKETING PLAN c) RESEARCH OF MARKET (INTERNAL/EXTERNAL) Environmental analysis for foreign markets

INTERNATIONAL MARKETING PLAN POLITICAL ENVIRONMENT Effects of type of government Level of stability Political vulnerability Types of likely risks Attitudes toward foreign products/ foreign investment Forces of nationalism

INTERNATIONAL MARKETING PLAN SOCIAL AND CULTURAL ENVIRONMENTS Effects of language(s), religion(s), education Effects of social structure, institutions, roles, mobility, changes Effects of values, attitudes Attitudes toward change Role of consumption

INTERNATIONAL MARKETING PLAN BUSINESS AND TECHNOLOGICAL ENVIRONMENTS Types and size of businesses Rules for business conduct Role of businesses in society Level of technology used Ability to absorb technological changes

INTERNATIONAL MARKETING PLAN LEGAL ENVIRONMENT Type of legal system Effects of regulations Possibilities of regulatory changes Protection for property rights Use of arbitration Preferences for local businesses

INTERNATIONAL MARKETING PLAN ECONOMIC ENVIRONMENT Balance of payment trends Strength/weakness of currency Participation in economic cooperation agreements Trade barriers Barriers to market entry Financial risks and local economic trends

INTERNATIONAL MARKETING PLAN PHYSICAL AND DEMOGRAPHIC ENVIRONMENTS Population trends Effects of climate Physical barriers to transportation/communication

INTERNATIONAL MARKETING PLAN COMPETITIVE ENVIRONMENT Local or international competitors Intensity of competition Nature of competition (price or non-price) Relationships and interaction with competitors

INTERNATIONAL MARKETING PLAN We can support research of market with;  questionnaires  selection of sample  interviews  works in field and in the office

INTERNATIONAL MARKETING PLAN d) THE SWOT ANALYSIS STRENGTHSWEAKNESSES OPPORTUNITIES THREATS OK NO GO UPHILL BATTLE ADAPT IMPROVE THE INTERNAL POTENTIAL THE EXTERNAL POTENTIAL

INTERNATIONAL MARKETING PLAN e) SELECTION OF MARKETS FILTER 1 FILTER 2 FILTER 3 FILTER 4 Macro Level Research General Market Relating to the Product Micro Level Research Target Markets

INTERNATIONAL MARKETING PLAN f) MARKET SEGMENTATION If you offer a product for all units, it means that some consumers will not be satisfied in full and resources would be wasted. With market segmentation, product-market match provided better.

INTERNATIONAL MARKETING PLAN g) MARKETING MIX 1) Product ● range of product ● quality ● services ● design ● features ● guarantees ● brand name ● packing ● returns ● dimensions

INTERNATIONAL MARKETING PLAN g) MARKETING MIX 2) Price ● price of list ● offers ● payment period ● loan type ( letter of credit-L/C)

INTERNATIONAL MARKETING PLAN g) MARKETING MIX 3) Place ● channels ● transport ● location ● logistics ● storage ● classification

INTERNATIONAL MARKETING PLAN g) MARKETING MIX 4) Promotion ● advertisement ● personal selling ● sales promotion ● public relations

INTERNATIONAL MARKETING PLAN h) Implementation of the program and organization ı) Evaluation and control

As a result; Nowadays make-sell method loses its validity. Now companies sell their products before creating them for to provide the highest level of customer satisfaction. Because of that marketing is the key point for companies both nationally and internationally!!