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Chapter 16 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 16 - 1 International Marketing
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Chapter 16 - 1
Chapter 16
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
International Marketing
Chapter 16 - 2
Learning Objectives
• Characterize marketing management
• Examine product policies and decisions
• Characterize pricing issues and policies
• Identify promotion issues and decisions
• Discuss distribution issues and decisions
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 16 - 3
International Marketing Management
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Chapter 16 - 4
International Marketing as an Integrated Functional Area
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Human Resource
ManagementFinance
AccountingOperations Management
Marketing
Chapter 16 - 5Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
• Differentiation
• Cost Leadership
• Focus Strategy
International Marketing and Business Strategies
Chapter 16 - 6Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
The Marketing Mix
Product
PlacePromotion
Pricing
Chapter 16 - 7Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
• Ethnocentric
• Polycentric
• Geocentric
Standardization versus Customization
Chapter 16 - 8
Standardized International Marketing
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Advantages Disadvantages
•Lower Marketing Costs
•Centralized Control
•Efficient R&D
•Economies of Scale
•Global Marketplace
•Different Product Uses
•Local Legal Differences
•Local Buyer Behavior
•Local Marketing
•Market Differences
Chapter 16 - 9
Customized International Marketing
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Advantages Disadvantages
•Different Product Uses
•Local Legal Differences
•Local Buyer Behavior
•Local Marketing
•Market Differences
•Higher Marketing Costs
•Less Central Control
•Inefficient R&D
•Less Economies of Scale
•Ignores Global Market
Chapter 16 - 10
Summary of Discussion
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Chapter 16 - 11
International Product Policies
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Chapter 16 - 12Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
• Target Customers
• Legal Forces
• Cultural Influences
• Economic Factors
• Brand Names
Standardized Products or
Customized Products?
Chapter 16 - 13
Target Customers
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Industrial Products
Consumer Products
Chapter 16 - 14
Legal Forces
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Labeling Requirements
Health Standards
Technical Standards
Product Design
Chapter 16 - 15Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Cultural Influences
• Language
• Ingredients
• Packaging
• Presentation
Chapter 16 - 16
Economic Factors
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EconomicDevelopment
Local Infrastructure
Chapter 16 - 17
• Packaging• Design• Advertising
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Brand Names
Chapter 16 - 18
Summary of Discussion
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Chapter 16 - 19
International Pricing Issues and Decisions
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Chapter 16 - 20
Pricing Issues
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•Varying Costs of Doing Business
•Transportation and Tariffs
•Distribution Practices
•Exchange-Rate Fluctuations
Chapter 16 - 21
Pricing Policies
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•Standard
•Two-Tiered
•Market Price
Chapter 16 - 22Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Conditions for Success
• Demand • Costs• Arbitrage
Chapter 16 - 23
Market Pricing Benefits
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Match Local Costs to Local Sales
Base Prices on Local Markets
Monitor Conditions
Delegate Authority
Chapter 16 - 24Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Market Pricing Risks
Damage to Brand Names
Gray Market Development
Consumer Resentment
Chapter 16 - 25
Summary of Discussion
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Chapter 16 - 26
International Promotion Issues and Decisions
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Chapter 16 - 27
The Promotion Mix
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•Advertising
•Personal Selling
•Sales Promotion
•Public Relations
Chapter 16 - 28
Advertising Strategy
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Three Decision Factors
Global vs. LocalMediumMessage
Chapter 16 - 29
What Is Personal Selling?
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•Industrial Products•Consumer Products
Chapter 16 - 30
Advantages of Personal Selling
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Knowledge of Local Markets
Close Contact with Customers
Access to Valuable Market Information
Chapter 16 - 31
Disadvantages of Personal Selling
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Compensating Sales Representatives
Making Contacts After the Sale
Expenses of Regional Sales Offices
Chapter 16 - 32Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Sales Promotion
•Retailers
•Wholesalers
•Consumers
Chapter 16 - 33
Public Relations
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The General Public
Government Regulators
Enhanced Reputation
Chapter 16 - 34
Summary of Discussion
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Chapter 16 - 35
International Distribution Issues and
Decisions
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Chapter 16 - 36
Mode Advantages Disadvantages
Train Reliable, Low Cost Rail Routes Only, Slow
Airplane Safe, Reliable Costly, Limited Access
Truck Versatile, Low Cost Size Limitations
Ship Low Cost, Large Items Slow, Indirect
Online Fast Delivery Product Limitations
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International Distribution
Chapter 16 - 37
Transportation Mode
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Inventory and Service
Chapter 16 - 38Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Channels of Distribution
Manufacturer Manufacturer Manufacturer
ImportAgent
ImportAgent
ImportAgent
Customer Retailer
Customer
Wholesaler
Retailer
Customer
Chapter 16 - 39
Channel Length
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Distribution Channel Stages
Direct Sales to Customers
Use of Retailers
Use of Wholesalers
Chapter 16 - 40
Distribution Strategy
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Home-CountryMethods
Foreign Distributors
Joint VenturesLocal-Market
Systems
Chapter 16 - 41
Summary of Discussion
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Chapter 16 - 42
Chapter 16
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
International Marketing
Chapter 16 - 43Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
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