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PREMIER UNIVERSITY
FACALITY OF BUSINESS ADMINISTRATION
Subject:Principles of Marketing
Class presentation-1
Presentation topics:Marketing mix
program.
Section:B
Semester:3rdDepartment:BBA
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GROUP:3Name ID No.
MD.TAMJIDUL HOQUE 475
AVIJIT BISWAS 479
ARAFAT RAHMAN 500
HOSSAIN MD. SARWAR 576
MD. JAMSHED ALI 588
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Marketing Mix Program:Companiesthat operate in one or more foreign
markets must decide how much,if at all,toadapt their marketing mixes to local
conditions.
**Marketing Mix Program Have TwoMain Elements.
**Standardized marketing mix.**Adapted marketing mix.
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**Focal point:
1)Basically the same
product .
2)Using the same
marketing approaches worldwide.
Standardized marketing mix:Aninternational marketing strategy for using basically
the same product,advertising,distribution channelsand other elements of the marketing mix in all the
companys international markets.
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Examples:Coca-cola or Fuji film
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**Focal point:
1)To each target marketing.
2)Bearing more costs but hoping
for a larger market share and return.
Adapted marketing mix:Aninternational marketing strategy for adjusting
the marketing mix elements to eachinternational target market,bearing morecosts but hoping for a larger market shareand return.
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Examples: HSBC (Worlds Local Bank)
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Marketing Mix Program
Product
Promotion
Price
Distribution Channels
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Product:Anything that can be offered to amarketing for attention,acquisition,use or
consumption that might satisfy a want or need.**Focal point:
*Attention
*Acquisition
*Might be satisfy a want or need.
Examples:Sony Digital Camera
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Three product strategies:Wediscus
three product strategies.
a)Straight product extension.b)Product adaptation.
c)Product invention.
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a)Straight product extension:
Straight product extension means marketing
a product in a foreign market without anychange.
Examples:Kodak Film
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b)Product adaptation:
Product adaptation involves changingthe product to meet local conditions or
wants.
Examples:Lux
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c)Product invention:Product invention consists of creating
something new for a specific country market.
Examples:Suzuki & Maruti
P ti
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Promotion:Companies can either adaptthe same promotion strategy they used in
the home market or change it for each
local market.Consider advertisingmessage,some global companies use a
standardized advertising theme around
the world.**Focal point:
1)Consider advertising message.
2)Global companies use a standardizedadvertising theme around the world.
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Examples: Coca-cola diet & Coca-cola light
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Price:The amount of money charged fora product or service, or the sum of the
values that consumers exchange for thebenefits of having or using the product or
service.
**Focal point:1)Product or Service.
2)Consumers exchange for the
benefit.
3)Using the product or service.
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Factors affectingprice
decisions:
Internals
factors
*Marketing
objectives.
*Marketing mix
strategy.
*Costs.
*Organizationalconsiderations.
Pricing
decisions
External factors
*Nature of the market
& demand
*Competition
*Other
Environmental
factors(economy,
resellers,govt.)
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Distribution Channels:Designinginternational channels that take into
account all the necessary links in
distributing the sellers products to final
buyers,including the sellers headquarters
organization,channels among nations,andchannels within nations.
**Focal point:
a)Sellers headquarters organization.
b)Channels between nations.
c)Channels within nations.
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Whole-Channel Concept For
International Marketing:
Sellers headquarters Channels between
Seller organization for international nations
Final user Channels within
or buyer nations
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Examples:Asian sky shop
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We are very much grateful to almighty
Allah for giving us the scope to study
Business Studies.We also grateful to ourcourse teacher for his kind co-operation
and guidance.At last all of the classmates
who helps us lot in this presentation.
THANK YOU