INTERNATIONAL
MARKETING
Program: Business Marketing
Code: MR4013
Week 1
ashkan.pourzeinali@purescollege.ca
Thanks to Mohamed Algebry
Week 1, Week 6, Week 14, and Week 15 will be online
Week 8 is reading week and there will be no
classes
The college will divide each class into 2 groups (Hybrid Group A and Hybrid Group B).
These 2 groups will rotate coming to the college.
Hybrid Group A students shall come to the college in Week 2, Week 4, Week 6, Week
10, and Week 12. (Group B will be attending the class at home in these weeks).
Hybrid Group B students shall come to the college in Week 3, Week 5, Week 9, Week
11, and Week 13. (Group A will be attending the class at home in these weeks)
Course:
International Marketing (Room 5)
Section Code: MR4013
Contents:
Understanding of international business. Studying domestic and global patterns,
Understanding of the strategies and complexities of marketing products and services
internationally. Marketing simulation in which they will develop and implement a market
entry and expansion plan for a multinational consumer products company. An experiential
approach will be employed in the design of a marketing strategy for a global business
opportunity.
Teaching References:
Class lectures, PPT’s, textbook, videos, links, u-tube,..
Evaluation - Grading
Passing Grade: 60%
Evaluation - Grade Scheme
• Assignment
• Case Study
• Marketing Plan (Simulation)
• Oral Presentation (Simulation)
• Midterm Test
• Final Test
Attendance
Class activities and participation
Let’s.. Brainstorming..
International
Marketing!
Basic Information? Definitions? Terminologies?
Basics Information
• What is meant by marketing? and what’s International Marketing?
• What is meant by strategy and what is the difference with the plan?
• What is the marketing mix?
• What are B/B and B/C marketing?
What is meant by Marketing?
• Marketing refers to activities a company
undertakes to promote the buying or selling of a
product or service.
• the activity or business of promoting and selling
products or services, including market research
and advertising:
• International Marketing: The scope of activities
outside the home market to overseas market.
THE ROLE OF MARKETING
What is the Marketing
Mix?
Your marketing mix is the combination
of elements that play a role in promoting
and delivering your products and
services to consumers or clients.
**What are B/B and
B/C marketing?
The Marketing Research Process
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Problem to s. olve
Project objectives
Research questions
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lnforma'tion ne, eded
lle.sear,ch & anaI ysis m e,thod.s
R,es. ponsible pames
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Secondairy data 1revjew
Pirjma1ry data collec ·on
Suitable methods & tech nique.s
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Data1 forma'tl'il1ng & analysis
I n�e rpretation of r,es. ults
Rceport & ree-ommendations
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Thou.ght and planning:
Evaluatio1i11 of options
Couirse adjus m ent & executich
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This Photo by Unknown Author is licensed under CC BY-NC-ND
This Photo by Unknown Author is licensed under CC BY
INTERNATIONAL MARKETING
Overview
If international marketing and
promotional efforts are
successful, the result will be a
sales of products or services in
the international marketplace.
The marketing Activities :
Should be made in the target
market itself.
Why International Marketing
1. It gives businesses new opportunities
to create new streams of income
2. Raises brand familiarity and reputation
3. Its gives businesses the opportunity to
gain new knowledge about their
products in order to adjust for better
quality service
Why to Enter a International Market?
1. New Market
2. Sales Boost
3. Easy To Deal With Home Market
4. Build Reputation
5. Beat Competitors
6. Bigger Customer Base
7. Government Incentives
8. Growth Rate
9. Higher Profits
10. Proper Utilization Of Resources
Cons of Global Marketing
1.
Increased Competition
2.
Environmental Concerns
3.
Disproportionate Growth
Pros of Global Marketing
1. Access to New Cultures
2. The Spread of Technology and
Innovation
3. Lower Costs for Products
4. Higher Standards of Living Across the
Globe
5. Access to New Markets
6. Access to New Talent
7. International Recruiting
8. Managing Employee Immigration.
HOW TO ACCESS THE
INTERNATIONAL MARKET?
Activities to reach the International
Market
1.
Selecting and supporting the marketing channel.
2.
Direct investment or Joint Venture.
3.
Agent (re-seller)
4.
Distributors
5.
Other Marketing Network
6.
Managing the logistics of distribution
7.
Other handling
8.
Transportation
9.
Inventory
Factors Affect Marketing Channel
Decision
1. Market Coverage
2. Customer Reach
3. Customer Support Services
4. Cost
What Factors Affect Distribution Decision
1. Product/ Service Characteristics
2. Market Location
3. Competition
4. Local Business Practices (market and customer needs)
5. Regulations
What is Market Positioning?
Market Positioning refers to the ability to
influence consumer perception regarding a
brand or product relative to competitors.
The objective of market positioning is to
establish the image or identity of a brand
or product so that consumers perceive it in
a certain way.
Market/Customer Segmentation Types
A customer segment is a group of customers with similar
needs and behaviors.
1.
Geographic Customer Segment (country, region or
city or even specific homes in particular towns)
2.
Demographic Customer Segment (ethnicity, gender,
age, religion, marital status, education, occupation,
income etc.)
3.
Behavioral Customer Segmentation (lifestyle,
purchases consumption and other various factors)
4.
Psychographic Customer Segmentation (dividing the
customers according to the psychographics like
their values our lifestyle opinions and interests)
CUSTOMER
SEGMENT
PROCESS?
GLOBAL
MARKETING
Foreign Direct Investments (FDI)
Owned manufacturing subsidiaries
are considered by global firms for
many reasons. It is done for
acquiring raw materials, operate at
lower manufacturing cost, for
avoiding tariff barriers and satisfy
local content requirements, and for
penetrating the local market.
Market Entry Strategy
Market Entry Strategies. There are
a variety of ways in which a
company can enter a foreign
market. No one market entry
strategy works for all international
markets. Direct exporting may be
the most appropriate strategy in
one market while in another you
may need to set up a joint venture
and in another you may well
license your manufacturing.
The International Marketing Entry
Evaluation Process
It is a five stage process, and its purpose is to gauge which international market or markets
offer the best opportunities for our products or services to succeed. The five steps are;
1.
2.
3.
4.
5.
Country Identification
Preliminary Screening
In-Depth Screening
Final Selection
Direct Experience
Barriers to Market Entry and Access
1. Natural barriers ( supplier distance,
climate, access rout, trains,…)
2. Cultural barriers (language, religion,…)
3. Political barriers (conflict, tax, stability,
revolutions,..)
4. Economic barriers (economic stability,
distribution network,…)
Customer Perceived Value
• The Value Chain is composed of marketing, product,
design, manufacturing, and transportation logistics.
• The essence of marketing is to provide a superior value
proposition to surpass the competition.
• Create value for customers by improving benefits or
reducing price
• Improve the product
• Find new distribution channels
• Create better communications
• Cut costs and prices
Value = Benefits/Price
CLASS WORK
Case Study 1
What is the costs elements of not
considering the natural barrier in
accessing the international market?
Give a list with some explanation?
Case Study 2
What budget to be considered
when planning for international
marketing?
Due before week 2
THANK YOU…
ANY QUESTIONS?