MA RK ET IN G
RN AT IO NA LLY
INTE
BY: ADJIE MAE P. VASQUEZ
OBJECTIVES
01 Discuss why international marketing 04 Identify the product strategies that
managers may wish to standardize can be formed from three product
the marketing mix. alternatives and three kinds of
promotional messages
02 Distinguish among the total product, 05 Discuss some of the effects the
the physical product, and the brand internet may have on international
name. marketing.
03 Compare the way consumer and 06 Explain “glocal” advertising strategies.
industrial products and services are
modified for international sale. 07 Define pricing and distribution
strategies.
MODULE 13
Marketing Internationally
TABLE OF CONTENTS
13.1 DIFFERENCES BETWEEN DOMESTIC AND INTERNATIONAL TRADE
13.2 PRODUCT STRATEGIES
13.3 MODIFYING TYPES OF PRODUCTS
13.4 PROMOTIONAL STRATEGIES
13.5 MEDIA AVAILABILITY AND INTERNET ADVERTISING
13.6 NEITHER PURELY GLOBAL AND PURELY LOCAL
13.7 PRICING STRATEGIES
13.8 DISTRIBUTION STRATEGIES
DIFFERENCES BETWEEN
DOMESTIC &
INTERNATIONAL TRADE
A SET OF STRATEGIC DECISIONS
MARKETING MIX MADE ABOUT THE PRODUCT AND
ITS PROMOTION, PRICING, AND
DISTRIBUTION IN ORDER TO SATISFY
THE NEEDS AND DESIRES OF
CUSTOMERS IN A TARGET MARKET.
STANDARDIZED, ADAPT, OR START FROM SCRATCH?
1 Standardization can produce significant cost savings.
If the domestic product and marketing mix can be exported as is,
2 then regardless of where the product is made, the firm can plan
longer production runs, which lower manufacturing costs.
When advertising campaigns, promotional materials (point-of-
3 purchase displays), websites and social media, and sales training
programs can be standardized, the expensive creative artwork
needs to be done only once.
CORPORATE VISUAL IDENTITY (CVI)
A FIRM’S NAME, LOGO, SLOGAN,
GRAPHICS, COLOR, AND TYPEFACE
THAT HELP IDENTIFY THE FIRM TO
CONSUMERS AND OTHER INTERESTED
CONSTITUENTS.
PRODUCT
STRATEGIES
Product Strategies
THE PRODUCT OR SERVICE IS THE CENTRAL FOCUS OF THE
MARKETING MIX . IF IT FAILS TO SATISFY THE NEEDS OF
CONSUMERS, NO AMOUNT OF PROMOTION, PRICE-CUTTING, OR
CONVENIENT DISTRIBUTION WILL PERSUADE PEOPLE TO BUY.
IN FORMULATING PRODUCT STRATEGIES, INTERNATIONAL
MARKETING MANAGERS MUST REMEMBER THAT THE PRODUCT
IS MORE THAN A PHYSICAL OBJECT.
Total Product
WHAT THE CUSTOMER BUYS,
INCLUDING THE PHYSICAL PRODUCT
, BRAND NAME, ACCESSORIES,
AFTER-SALES SERVICE, WARRANTY,
INSTRUCTIONS FOR USE, COMPANY
IMAGE, AND PACKAGE
MODIFYING
TYPES OF PRODUCTS
INDUSTRIAL PRODUCTS CONSUMER PRODUCTS
TO AVOID THE NEED TO CHANGE THE MANY PRODUCTS AND SERVICES NEW
PRODUCT , SOME MANUFACTURERS TO LOCAL TASTES AND PREFERENCES
DESIGN IT TO MEET THE MOST HAVE BEEN SUCCESSFULLY
STRINGENT LAWS EVEN THOUGH IT INTRODUCED IN A NUMBER OF
WILL BE OVERDESIGNED FOR THE COUNTRIES BY FIRST BEING
REST OF ITS MARKET. MARKETED TO SIMILAR GROUPS.
SERVICES FOREIGN ENVIRONMENTAL
FORCES
THE MARKETING OF SERVICES, LIKE
THE MARKETING OF INDUSTRIAL
PRODUCTS, IS GENERALLY LESS FORCES THAT AFFECT PRODUCT AND
COMPLEX GLOBALLY THAN IS IN THE SERVICE OFFERINGS
MARKETING OF CONSUMER
PRODUCTS.
09
Sociocultural Forces
CULTURAL PATTERNS OFTEN
Foreign Environmental
REQUIRE CHANGES IN THE
PHYSICAL PRODUCT OR IN
ASPECTS OF THE TOTAL PRODUCT. Forces
Economic Forces legal Forces Physical Forces
THE DISPARITY IN INCOME CAN BE A FORMIDABLE CONSTRAINT PHYSICAL FORCES, SUCH AS
THROUGHOUT THE WORLD IS AN IN THE DESIGN OF PRODUCTS. CLIMATE AND TERRAIN, ALSO
OBSTACLE TO WORLDWIDE MAY ALSO PREVENT A WORLDWIDE WORK AGAINST INTERNATIONAL
PRODUCT STANDARDIZATION FIRM FROM EMPLOYING ITS BRAND PRODUCT STANDARDIZATION
NAME IN ALL ITS OVERSEAS
MARKETS
PROMOTIONAL
STRATEGIES
PROMOTION
A FORM OF COMMUNICATION BETWEEN A FIRM
AND ITS PUBLICS, INCLUDING ADVERTISING,
PUBLIC RELATIONS, SALES PROMOTIONS SUCH
AS REBATES AND “BUY ONE GET ONE,” AND
EVENTS AND EXPERIENCES, SUCH AS
SPONSORING EVENTS TO BOTH YIELD
PURCHASES IN THE SHORT TERM AND
CONFIDENCE IN THE FIRM IN THE LONG RUN.
`1. MARKET THE SAME PHYSICAL
PRODUCT EVERYWHERE
MARKETERS CAN DEVISE
NINE PROMOTION
2. ADAPT THE PHYSICAL PRODUCT STRATEGIES BY CHOOSING
FOR FOREIGN MARKETS DIFFERENT COMBINATIONS
OF THREE PRODUCT
OPTIONS
3. DESIGN A DIFFERENT PHYSICAL
PRODUCT WITH
a. ADAPT THE PHYSICAL PRODUCT FOR FOREIGN MARKETS
b. ADAPTED
c. DIFFERENT MESSAGES
SIX MOST COMMON STRATEGIES OF THE NINE
DIFFERENT PRODUCT FOR
SAME PRODUCT - PRODUCT ADAPTATION - THE SAME USE-DIFFERENT
DIFFERENT MESSAGE MESSAGE ADAPTATION MESSAGE
SAME PRODUCT - PRODUCT ADAPTATION- DIFFERENT PRODUCT -
SAME MESSAGE SAME MESSAGE SAME MESSAGE
ADVERTISING
PAID, NONPERSONAL
PRESENTATION OF IDEAS,
GOODS, OR SERVICES BY AN
IDENTIFIED SPONSOR
DIRECTNESS VERSUS INDIRECTNESS
What are the product benefits?
How could the seller presume to know what the consumer would like?
COMPARISON
Implimentation could be tricky.
HUMOR
ADVERTISING
What is considered funny differs greatly across cultures, so pretesting is essential
GENDER ROLES
Some countries are more traditional.
EXPLICITNESS
SOPHISTICATION
Considerable level of sophistication.
POPULAR VS TRADITIONAL CULTURE
Traditional cultures tend to refer more to older roots.
INFORMATION CONTENT VS FLUFF
GLOBAL AND REGIONAL ADVERTISING
COST QUALITY
BRAND IMAGE REGIONAL ORGANIZATION
EASE OF TRANSMISSION ECONOMIES OF SCALE
GLOBAL OR NATIONAL
ADVERTISING
MEDIA AVAILABILITY
MEDIA AVAILABILITY
AND
INTERNET ADVERTISING
ADVERTISING USING INTERNET
ADVANTAGES
The internet reaches an Internet communications
affluent, accessible are interactive, and
audience consumers can choose
which messages and
information they receive.
Internet ads can be
expensive, or not.
Internet can be a valuable
means to reach certain
Advertising online is groups such as teenagers,
sometimes less heavily who spend less time
regulated than other watching TV than other
advertising forms. demographic group.
NEITHER
PURELY GLOBAL
NOR
PURELY LOCAL
PROGRAMMED-MANAGEMENT APPROACH
A MIDDLE-GROUND ADVERTISING STRATEGY BETWEEN GLOBALLY
STANDARDIZED AND ENTIRELY LOCAL PROGRAMS
GIVES THE HOME OFFICE A CHANCE TO STANDARDIZED PARTS OF THE
CAMPAIGN FOR ALL MARKETS OR ONE THAT HAS BEEN INDIVIDUALIZED
PERSONAL
SELLING
IT CONSTITUTES A PRINCIPAL COMPONENT OF
PROMOTIONAL MIX. ITS RELATIVE IMPORTANCE
COMPARED WITH ADVERTISING DEPENDS TO A GREAT
EXTENT ON THE COST OF EACH.
SALES
PROMOTION
ANY OF THE VARIOUS ACTIVITIES, SUCH AS
PREPARATION OF POINT-OF-PURCHASE DISPLAYS,
CONTESTS, PREMIUMS, TRADE SHOW EXHIBITS,
CELEBRITY-EMBRACED PROMOTION, MONEY-OFF
OFFERS, AND COUPONS.
PUBLIC
RELATIONS
VARIOUS METHODS OF COMMUNICATING WITH THE
FIRMS PUBLIC TO SECURE A FAVORABLE
IMPRESSION, RATHER THAN IMMEDIATE SALES.
PRICING
STRATEGIES
STANDARDIZING PRICES
FOREIGN NATIONAL PRICING - Policy that sets local pricing
based on the market forces in another country.
INTERNATIONAL PRICING - Policy that sets prices of goods
produced in one country and sold in another.
DISTRIBUTION
STRATEGIES
STANDARDIZING DISTRIBUTION
FOREIGN ENVIRONMENTAL FORCES
DISINTERMEDIATION
The unraveling of traditional
distribution structures, popularly
called “cutting out middlemen”
THANK YOU
MARKETING INTERNATIONALLY
BY: ADJIE MAE P. VASQUEZ
