INTERNATIONAL MARKETING PLAN - MDE-Lab

INTERNATIONAL MARKETING PLAN - MDE-Lab

INTERNATIONAL MARKETING PHASES OF INETRNATIONAL MARKETING INTERNATIONAL MARKET SEGMENTATION INTERNATIONAL TARGETING

MODE OF ENTRY SELECTION MACROENVIRONMENT INTERNATIONAL MARKET RESEARCH INTERNATIONAL 4PS MICROENVIRONMENT

MOTIVATORS OBSTACLES COMPANY ORGANISATIONAL FRAMEWORK International marketing concepts Original classification

Ethnocentric Policentric Regiocentric Geocentric International marketing concepts

New classification Domestic market extension concept Multi domestic concept Global marketing concept Companies

Domestic companies International companies Multinational companies Transnational companies Can we control anything? Controllable elements Domestic, not controllable elements Foreign, not controllable elements MOTIVATORS

Dynamic Management * New management or * management already working for the company Factors * Proactive or * Reactive factors PROACTIVE FACTORS

Profit Unique product Unique technology Unique information

Excess capacity Economies of scale REACTIVE FACTORS Competitors Overproduction Safety valve eff. Domestic market is saturated Tax incentives

Closeness to the customers OBSTACLES OF INTERNATIONALISATION Internal External Methodological INTERNAL OBSTACLES Lack of competencies (management,

marketing, language) Lack of infrastructure Willingness to collaborate and to accept new ideas etc. EXTERNAL OBSTACLES Unforeseeable events coming * from the domestic marketplace (competitors, legal entities, consumers, etc) * from the foreign marketplace

(political, legal, cultural, economic, etc.) METHODOLOGICAL OBSTACLES Static analyses Average counting

Quantifying everything Rigidity in terms of places Decision point Does it worth? Are the motivators strong enough? Can we overcome the obstacles? IF NOT: Reformulate the goals or Initiate changes inside the company

IF YES The company is ready to define its international marketing strategy Including the 1) the macroenvironment 2) the microenvironment and 3) the methodology The macroenvironment

Geographical environment Political environment Legal environment Economic environment Technological environment

Cultural environment Geographical environment Climate and topography Raw materials Environmental protection

Urbanisation - suburbanisation Reurbanisation Population Political environment Political system Changes of the government

Political philosophy Possible problems with respect to the property: - Confiscation - Expropriation - Nationalisation - Domestication How to protect against the political risks?

Good selection of the country Good selection of the industry Good selection of the partner Licensing or franchising? Planned domestication

Economic environment Globalisation Localisation Interdependency Internationalisation of markets, companies

and products Diversification Assortment of products Economic environment

Price equalisation Information Partnerships Belongings Infrastructure Technological environment

Role of human resource Changes in power R and D costs Innovations Launching the products Partnerships Cultural environment

What is culture? Three modes of defining culture: General aspects Enumeration Classification Defining culture by general aspects

Something learnt The elements are linked to each other Inherited Cannot be changed revolutionary, only evolutionary Defining culture by general aspects

A country is not a culture Stereotypes Changing the culture Having more cultures Defining culture by enumeration

Herskovitss enumeration: Material culture Social institution People and the universe Estetics

Language Defining culture by classification Context of communication high context cultures low context cultures explicit message implicit message Hofstedes classification 4 dimensions

Cultural differences in the evedyday life

Ideologist - Pragmatic cultures Associative and Abstractive cultures Nature of the people Nature and the people Individualist and Collectivist cultures Active and Passive cultures Time Cultural differences in the evedyday life

Place Communication Values Knowledge

Beliefs Gifts Food Cultural differences in business Structure of decision making Participants Objectives of the participants Why are we against the other cultures?

Cultural racism Cultural resistance Cultural opposition How to integrate this knowledge into the strategy? Congruent strategy Planned strategy Not planned strategy Customs

Cultural imperatives Cultural exclusives Cultural adiaphora INTERNATIONAL MARKETING COMPANY WITH INTERNATIONAL PLANS MOTIVATORS OBSTACLES INTERNATIONAL MARKET(ING)

RESEARCH MACRO AND MICRO ENVIRONMENT METHODOLOGY MACRO ENVIRONMENT

GEOGRAPHIC POLITICAL LEGAL TECHNOLOGICAL ECONOMIC CULTURAL MICRO ENVIRONMENT

COMPANY COMPETITORS CUSTOMERS SUPPLIERS PARTNERS NEW ENTRANTS

COMPANY STRATEGY MISSION, VISION COMPREHENSIVE SWOT ANALYSIS CLARIFYING THE GOALS COMPETITORS IDENTIFYING

THEM AREA OF OPERATION STRATEGY STRONG AND WEAK POINTS TACTICS CONSUMERS IDENTIFYING THEM

PREFERENCES, TASTES DEMAND PRODUCT, PRICE, PROMOTION EXPECTATIONS SUPPLIERS DO THEY SUPPORT OUR IDEA QUALITY

QUANTITY CONDITIONS OR WE NEED NEW SUPPLIERS PARTNERS WILL THEY MAINTAIN THE STRONG COLLABORATION

CAN THEY FOLLOW US CAN THEY ACCEPT THE NEW CONDITIONS NEW ENTRANTS EASY OR DIFFICULT ENTRY POSSIBLE NEW CONDITIONS IN

THE INDUSTRY METHODOLOGY OF INTERNATIONAL MARKET RESEARCH DIFFERENCE BETWEEN MARKET AND MARKETING RESEARCH DYNAMIC OR STATIC ANALYSIS QUANTITATIVE OR QUALITATIVE INFORMATION USE OF INFORMATION

THE PROCESS OF THE RESEARCH IDENTIFICATION OF THE OBJECTIVE OR THE PROBLEM IDENTIFICATION OF THE SOURCE OF INFORMATION AND THE TECHNIQUE OF INFORMATION COLLECTION INFORMATION COLLECTION INTERPRETATION OF THE INFO. PRESENTATION OF THE RESULTS

OBJECTIVE OR PROBLEM CONTINUOUS RESEARCH MICRO ENVIRONMENT PERIODIC RESEARCH

MACRO ENVIRONMENT SOURCES OF INFORMATION AND TECHNIQUE OF INFO. COLLECTION SOU R CES OF I N FOR M ATI O N P R I M AR Y I N FOR M ATI O N SECON DAR Y I N FOR M ATI O N M OSAI C I N FOR M ATI O N PRIMARY INFORMATION OWN OBJECTIVE OR PROBLEM

METHODOLOGY DEFINED BY US DATA COLLECTION IS PERFORMED BY OUR FIRM OR EMPLOYEES PRIMARY INFORMATION P R IM AR Y IN F O R M AT IO N AS K IN G P E O P L E O B S E R VAT IO N

E X P E R IM E N T AT IO N ASKING PEOPLE WHOM TO ASK? INDIVIDUALS ORGANISATIONS EXPERTS HOW TO ASK?

PERSONALLY POST TELEPHONE COMPUTER COMBINED ASKING PEOPLE

WHAT TO ASK? OMNIBUS SPECIALISED QUESTIONNAIRE ASKING PEOPLE PROBLEMS NOT WILLING TO ASK NOT ABLE TO ASK HOW AND WHAT TO ASK

HOW TO ORGANISE HOW TO INTERPRET SAMPLING LANGUAGE SKILLS MULTICULTURAL ASKING OBSERVATION OBSERVE CONSUMERS OR USERS

PASSIVE PARTICIPATION USED USUALLY TOGETHER WITH OTHER FORMS EXPERIMENTATION LABORATORY CONDITIONS ONE PARAMETER IS CHANGED

OTHER VARIABLES ARE KEPT CETERIS PARIBUS EXPENSIVE! SECONDARY INFORMATION DIFFERENT OBJECTIVE OR PROBLEM METHODOLOGY DEFINED BY SOMEONE ELSE DATA COLLECTION PERFORMED BY SOMEONE ELSE

INTERNAL AND EXTERNAL INFORMATION INTERNAL INFORMATION LETTERS ORDERS DOCUMENTS PREPARED BY THE COMPANY CERTIFICATES EXTERNAL INFORMATION

EXTER NAL I N FOR M ATI O N PR ODUCED ON THE DOM ESTI C M AR KET PR ODUCED AB R OAD AVAI L AB LE ON THE DOM ESTI C M AR KET AVAI L AB LE ON THE DOM ESTI C M AR KET PR ODUCED AB R OAD AVAI L AB LE AB R OAD SECONDARY INFORMATION PROBLEMS NOMENCLATURE IS DIFFERENT

QUALITY OF THE INFORMATION QUALITY OF THE METHODOLOGY MOSAIC INFORMATION IS COLLECTED ADDITIONALLY SIDE INFORMATION IS COLLECTED TO ACTUALISE AND TO COMPLETE THE ALREADY POSSESSED INFORMATION COLLECT INFORMATION

INTERPRETATION OF THE INFORMATION ANALYSE THE INFORMATION GAINED INTERPRET THE INFORMATION WORK WITH NUMBERS AND FORMULATE ALTERNATIVES EXPLAINE THE GIVEN ALTERNATIVES

PRESENTATION OF THE RESULTS DISTRIBUTE THE INFORMATION TO THE USERS EXPLAIN THE ALTERNATIVES CONDUCT A TWO DIRECTION COMMUNICATION HELP THE USERS

INTERPRET THE INFO. INTERNATIONAL MARKETING COMPANY MOTIVATORS

OBSTACLES INTERNATIONAL MARKET(ING) RESEARCH INTERNATIONAL MARKET SEGMENTATION AND TARGETING OBJECTIVE OF INTERNATIONAL MARKET SEGMENTATION EFFECTIVE AND EFFICIENT INTERNATIONAL MARKETING PLAN

ABILITY TO DIFFERENCIATE THE COMPANY FROM THE COMPETITORS POINT TO THE NEED TO CREATE A NEW SEGMENT PROCESS OF INT. MARKET SEGMENTATION IDENTIFICATION OF THE LEVEL OF THE MARKET TO BE SEGMENTED DETERMINATION OF THE VARIABLES USED FOR SEGM.

CHOICE OF THE METHOD OF INT. MARKET SEGMENTATION IMPLEMENTATION OF INT. MARKET SEGMENTATION CHECKING THE VALIDITY OF RESULTS IDENTIFICATION OF THE LEVEL OF THE MARKET TO BE SEGMENTED

LEVEL OF THE PRODUCT LEVEL OF THE PRODUCT CATEGORY LEVEL OF THE NEED LEVEL OF THE MONEY VARIABLES OF SEGMENTATION VARIABLES THAT DESCRIBE THE

OBJECT OF THE SEGMENTATION VARIABLES THAT DESCRIBE THE RELATIONSHIP BETWEEN THE OBJECTS OF THE SEGMENTATION AND THE MARKETING MIX ELEMENTS VARIABLES OF THE OBJECTS

DEMOGRAPHIC GEOGRAPHIC POLITICAL LEGAL ECONOMIC CULTURAL

PSYCHOGRAPHIC A CULTURE BASED CLUSTERING 17 EUROPEAN COUNTRIES ARE SEGMENTED HOFSTEDE DIMENSIONS INDIVIDUALISM UNCERTAINTY AVOIDANCE POWER DISTANCE MASCULINITY

The 17 European countries

Austria Belgium France The Netherlands Spain Italy Turkey Greece

Germany GB Ireland - Switzerland - Portugal - Denmark - Sweden - Norway - Finland

THE CLUSTERS CLUSTER 1. IND: MED-HIGH UNC: MED POW: SMALL MAS: HIGH CLUSTER 2. IND: VAR. UNC:STRONG POW:MED

MAS: LOW-MED AUSTR., GER., SWITZ., ITALY, GB., IRELAND BEL., FR., GREE., PORT., SP., TURKEY THE CLUSTERS CLUSTER 3.

IND: HIGH UNC: WEAK, MILD POW: SMALL MAS: LOW DEN., SWEDEN, FIN., NETHER., NORWAY GLOBAL SEGMENTS

AGRARIAN HEARTLANDS BLUE COLLAR SELF SUFFICIENCY CAREER FOCUSED MATERIALISTS DE-INDUSTRIAL LEGACY EDUCATED COSMOPOLITANS FARMING TOWN COMMUNITIES GREYS, BLUES SEA, MOUNTAIN HARDENED DEPENDENCY INNER CITY MELTING POINT LOWER INCOME ELDERLY

MIDSCALE METRO OFFICE WORKERS NON-PRIVATE RESIDENCES OLD WEALTH SHACK AND SHANTY PSYCHOGRAPHIC SEGMENTATION FOR THE BEER MARKET

SPORTIVE MASCULINE TAKES NO RESPONSIBILITY NO CONSERVATISME YOU ONLY GO AROUND ONCE IN LIFETIME VARIABLES FOR RELATIONSHIP OBJECTS AND PRODUCT

BUYING SITUATION LOYALTY MOTIVATION USER STATUS

USAGE RATE ATTITUDE VARIABLES FOR RELATIONSHIP OBJECTS AND PRICE LOW, MEDIUM OR HIGH PRICE PREFERENCES PRICE SENSITIVITY VARIABLES FOR RELATIONSHIP OBJECTS AND PROMOTION RATIONAL OR EMOTIONAL MESSAGES

MEDIA MOTIVATION VARIABLES FOR RELATIONSHIP OBJECTS AND PLACE SHOPPING PLACE PREFERENCES DISTRIBUTION CHANNEL PREFERENCES DO ANY BEST SOLUSTIONS EXIST? NO! IT ALWAYS DEPENDS!

BUT WE HAVE CRITERIA! MEASURABILITY ACCESSIBILITY STABILITY IN TIME RELATIONSHIP BETWEEN THE OFFER AND THE VARIABLE ACCEPTABLE SIZE STRICT DIFFERING OF SEGMENTS METHODS OF INT. MARKET SEGMENTATION

METHOD THAT ACCEPTS THE EXISTENCE OF NATIONAL BOARDERS INTERMARKETING SEGMENTATION MICROSEGMENTATION METHOD THAT ACCEPTS THE EXISTENCE OF BOARDERS 2-PHASE SEGMENTATION: FIRST THE GROUP(S) OF COUNTRIES IS (ARE) SELECTED

SECOND THE GROUPS OF INDIVIDUALS OR ORGANISATIONS ARE SELECETD ADVANTAGES OF THE METHOD SYSTEMATIC IN CASE OF ERROR WE CAN CORRECT EASIER COUNTS WITH THE

DIFFERENCES DISADVANTAGES OF THE METHOD SEPARATES COUNTRIES NO POSSIBILITY FOR STANDARDISATION NO POSSIBILITY FOR LEARNING COSTS ARE HIGH

INTERMARKETING SEGMENTATION REGARDS THE WHOLE WORLD AS ONE MARKET BASED ON (A) WELL SELECTED VARIBLE(S) WE CAN FIND GROUPS OF PEOPLE WHO HAVE SIMILAR BEHAVIOUR ADVANTAGES OF THE

METHOD POSSIBILITY TO TRANSFER KNOWLEDGE COMPARE THE BEHAVIOUR DISADVANTAGES OF THE METHOD DOESNT COUNT WITH THE

DIFFERENT BACKGROUND OF THE COUNTRIES ENTIRE REPETING IN CASE OF ERROR COSTS ARE HIGH MICROSEGMENTATION DURING INTERNATIONAL MARKET SEGMENTATION SEGMENTS OF ONE OF FEW PERTICIPANTS ARE

CREATED ADVANTAGES OF THE METHOD BETTER FOCUS SPECIALISATION EFFECTIVE MARKETING PLAN DISADVANTAGES OF THE METHOD

DANGEROUS APPLICABLE ONLY ON THE MARKET OF ORGANISATIONS IMPLEMENTATION OF INT. MARKET SEGMENTATION ON THE SELECTED LEVEL OF THE MARKET WITH THE SELECTED METHOD

ON THE BASIS OF THE SELECTED VARIABLES HOW TO EVALUATE THE OBJECTS ? TWO TECHNIQUES PARALLEL EVALUATION - MATRIX FORMAT SYSTEMATIC EVALUATION CHECKING THE VALIDITY

OF THE RESULTS APPLYING MORE THAN ONE STATISTICAL METHOD, EG. CLUSTER ANALYSIS + SPLIT HALF METHOD REPEATING THE PROCESS PERIODICALLY INTERNATIONAL MARKETING

COMPANY MOTIVATORS OBSTACLES INTERNATIONAL MARKET(ING) RESEARCH INTERNATIONAL MARKET SEGMENTATION AND TARGETING

INTERNATIONAL TARGETING AFTER THE CREATION OF THE SEGMENTS WE SELECT ONE OR MORE SEGMENTS TO WHICH WE WILL PAY ATTENTION INTERNATIONAL MARKET SEGMENTATION AND TARGETING

STRATEGIES UNDIFFERENTIATED STRATEGY DIFFERENTIATED STRATEGY CONCENTRATED STRATEGY MULTISEGMENTATION STRATEGY

NICHE STRATEGY INTERNATIONAL MARKETING COMPANY MOTIVATORS AND OBSTACLES

INT. MARKET(ING) RESEARCH INT. MARKET SEGMENTATION MODES OF ENTERING THE INT. MARKETS MODES OF ENTERING FOREIGN MARKETS THE CHOICE DEPENDS ON THE

RISKS COSTS CONTROL PRODUCT/SERVICE MANAGEMENT SITUATION - OPPORTUNITIES OR THREATS

THE MODES OF ENTRY PRODUCTION IN THE DOMESTIC MARKET SELLING IN THE FOREIGN MARKETS MODES DIRECT EXPOTRING INDIRECT EXPORTING

PRODUCTION AND SELLING ON FOREIGN MARKETS MODES LICENCING CONTRACTUAL MANUFACTURING FRANCHISING JOINT VENTURES FDI

INTERNATIONAL MARKETING COMPANY

MOTIVATORS AND OBSTACLES INT. MARKET(ING) RESEARCH INT. MARKET SEGMENTATION MODES OF ENTRY INT. 4 PS INTERNATIONAL PRODUCT POLICY PLANNING OF THE PRODUCTS (SERVICES) DEVELOPING THE PRODUCTS

(SERVICES) MANAGING THE PRODUCTS IN THE FOREIGN MARKETS PLANNING THE OFFER SAME PRODUCTS (SERVICES) GLOBAL ADOPTED PRODUCTS (SERVICES) MODIFIED OR NEW PRODUCTS

(SERVICES) GLOBAL STRATEGY ONLY THE BIGGEST AND MOST AGGRESSIVE COMPANIES ECONOMIES OF SCALE GLOBAL IMAGE

MODIFIED STRATEGY REASONS FOR MODIFYING THE STRATEGY HOW TO CHANGE WHAT TO CHANGE REASONS FOR CHANGE DIFFERENCES IN

CUSTOMS USAGE OF THE PRODUCTS/SERVICES LEGAL PLATFORM QUALITY REQUIREMENTS INFRASTRUCTURE CULTURE BIOLOGICAL PARAMETERS HOW TO CHANGE INTERNAL CHANGE MATERIAL,

TECHNICAL, FUNCTIONAL CHANGE EXTERNAL CHANGE QUALITY, SHAPE, COLOUR, SIZE, SERVICE NECESSARY CHAGE ELECTRONIC OR LEGAL

REQUIREMENTS OPTIONAL CHANGE WHAT TO CHANGE CORE PRODUCT / SERVICE ACTUAL PRODUCT/ SERVICE AUGMENTED PRODUCT/SERVICE + ROLE OF MODULES NEW OFFER TO RESPOND TO

THE DIFFERENT NEEDS AND CONDITIONS FOR MOST OF THE COMPANIES HOW TO DEVELOP NEW PRODUCTS AND SERVICES

IDEA GENERATION NEED ANALYSIS SOCIETAL ANALYSIS BUSINESS ANALYSIS MARKETIBILITY STUDY COMPATIBILITY STUDY

HOW TO DEVELOP NEW PRODUCTS AND SERVICES PHYSICAL DEVELOPMENT AND TESTING TEST-MARKETING CONCEPT-TEST TECHNICAL-TEST MARKET-TEST LAUNCHING THE

PRODUCT/SERVICE THE NEWNESS NEW FOR THE COMPANY NEW FOR THE MARKET CONGRUENT INNOVATION CONTINUOUS INN. DYNAMIC INN.

BREAKING INN. PLANNING THE STRUCTURE DEPTH WIDTH MARKET POSITIONING! BRANDING BRAND NAMES FAMILY OR

INDIVIDUAL BRAND NAMES PRIMARY AND SECONDARY BRANDS SELF CANNIBALISATION BRANDING - DECISIONS TO USE BRAND NAMES OR NOT

IF YES, OWN BRAND NAM DISTRIBUTORS BRAND NAME OTHER IF OWN, IN ONE MARKET IN MORE MARKETS BRANDING - DECISIONS

IF IN ONE MARKET 1 BRAND NAME MORE BRAND NAMES IF IN MORE MARKETS LOCAL BRAND NAMES GLOBAL BRAND NAMES

CRITERIA OF BRAND NAMES PRONOUNCABLE RETAINABLE

NOT MISUNERSTANDING SHORT RESULT IN POSITIVE BRAND ASSOCIATION WRITTEN AND ORAL FORM SHOULD BE SIMILAR PACKAGING DOUBLE PACKAGING DIFFERENT AS,

DELIVERY CUSTOMS LEGAL REQUIREMENTS CULTURAL DIFF. ECONOMIC DIFF. FURTHER QUESTIONS WARRANTY NOTE FOR APPLICATION AFTER SALE SERVICE

SAME OR ADOPTED? INTERNATIONAL PROMOTION POLICY INTERNATIONAL PLANNING INTERNATIONAL IMPLEMENTATION MANAGEING THE PROMOTIONAL STRATEGY IN INTERNATIONAL MARKETS INTERNATIONAL

PROMOTION PROMOTION IS NOT ONLY FOR CONVINCING AND MANIPULATING PEOPLE BUT FOR INFORMING THEM AND FOR COMMUNICATING WITH THEM AS WELL! ELEMENTS OF PROMOTION

ADVERTISING SALES PROMOTION PUBLICITY DIRECT SELLING ADVERTISING STRENGTH OF SOURCE CREDIBILITY OF

SOURCE PRESTIGE OF SOURCE HOMOPHILY OBJECT OF ADVERTISING

BRAND PRODUCT FIRM COUNTRY NEW PHENOMENA IN ADERTISING PATTERN ADVERTISING PAN EUROPEAN ADVERTISING

PAN EAST EUROPEAN ADVERTISING FACTORS TO DETERMINE WHAT TO SAY WHAT TO ADVERTISE HOW TO SAY IT RATIONAL OR EMOTIONAL MESSAGES WITH THE USAGE OF WHO OR WHAT TO SAY IT

FAMOUS OR EVERY DAY PEOPLE OR THINGS HOW TO DETERMINE WHAT TO DO SALES PROMOTION

PRICE REDUCTION SALE CUPONS TRIAL PAY FOR ONE, RECEIVE TWO GIFT GAME WHEN TO USE SP? WHEN LAUNCHING A NEW PRODUCT OR

SERVICE ON THE MARKET TO MAKE THE PEOPLE TRY THE PRODUCT MAKE THE PEOPLE TRY A NEW RETAIL SHOP OR SELLING FORM CONVINCE THE RETAILERS TO HOLD THE PRODUCT OR OFFER THE SERVICE WHEN TO USE SP? SHORT TERM EFFECT USED TOGETHER WITH ADVERTISING

INFLUENCE THE TIMING OF THE BUYING EFFICIENCY OF THE USAGE OF SP CAN BE REDUCED IF OFTEN USED SPONSORING GOOD CHOICE OF THE EVENT WHAT WE SPONSOR POSITIVE IN THE EYE OF THE CUST.

CONNECTION BETWEEN THE EVENT AND OFFER CONN. BETWEEN THE EVENT AND TARGET MARKET PUBLICITY CHEAP WAY OF MAKING THE PEOPLE TALK AND WRITE ABOUT OUR OFFER OR COMPANY

TIMING IS OF CRITICAL IMPORTANCE DIRECT PAYMENT IS MISSING DIRECT SELLING DIRECT - PERSONAL COMMUNICATION THE CHANNEL IS THE PERSON - WHO HAS TO SELL HIM(HER)SELF ACTIVE PARTICIPATION IS NEEDED AS THE CHECKING OF THE CUSTOMERS UNDERSTANDING AND ACCEPTANCE

IS NECESSARY. INTERNATIONAL PROMOTION STRATEGIES PUSH PULL GRAVITATION STANDARDISATION OR DIFFERENTIATION? WE PREFER THE STANDARDISED

VERSION, AS CREATIVE IDEAS COSTS SYNERGIE GLOBAL IMAGE INTERNATIONAL PRICING POLICY INTERNATIONAL PLANNING INTERNATIONAL IMPLEMENTATION INTERNATIONAL MANAGEMENT OF

THE PRICES PRICE PLANNING OBJECTIVE OF PRICE SETTING METHODS OF PRICE SETTING OBJECTIVES OF PRICE SETTING

PROFIT SALES VOLUME MARKET SHARE IMAGE TRANSFER IMAGE METHODS OF PRICE SETTING

BASED ON INTUITION BASED ON CALCULATION OBJECTIVE ORIENTED

DIFFERENTIATED SALES PROMOTION COST PLUS INTENTION ORIENTED (PEN-SKI) PSYCHOLOGICAL DIFFERENTIATION OR STANDARDISATION 3 POSSIBILITIES: STANDARDISED

DUAL DIFFERENTIATED TECHNIQUE AND LEVEL MANAGEING INTERNATIONAL PRICES MEASURE THE EFFICIENCY OF THE PRICES COMPARE THE RESULTS WITH THE SET OBJECTIVES METHODS:

MULTI VARIATE STATISTICS MOTIVATION ANALYSIS INTERNATIONAL DISTRIBUTION CHANNEL POLICY INTERNATIONAL PLANNING INTERNATIONAL IMPLEMENTATION INTERNATIONAL MANAGEMENT OFT THE CHANNELS

INTERNATIONAL PLANNING OF THE D. CH. DIRECT OR INDIRECT CHANNELS TO USE? INTENSITY OF DISTRIBUTION CHANNEL DESIGN STANDARDISED OR DIFFERENTIATED MESSAGE DIRECT OR INDIRECT? IT DEPENDS ON:

AVERAGE COSTS OF DISTRIBUTING I UNIT DELIVERY TIME EXPECTATIONS PRODUCT/SERVICE FACILITIES CONDITIONS INTENSITY OF DISTRIBUTION

EXCLUSIVE SELECTIVE INTENSIVE CHANNEL DESIGN MARKET COVERAGE ASPECTS

PRODUCT CHARACTERISTICS CUSTOMER SERVICE ASPECTS PROFITABILITY MARKET COVERAGE ASPECTS

CUSTOMER BUYING BEHAVIOUR INTENSITY OF DISTRIBUTION CHANNEL STRUCTURE CONTROL PRODUCT CHARACTERISTICS

VALUE OF THE PRODUCT TECHNICALITY MARKET ACCEPTANCE SUBSTITUTABILITY BULK, STEWABILITY

PERISHABILITY MARKET CONCENTRATION SEASONABILITY WIDTH AND DEPTH CUSTOMER SERVICE ASPECTS AVAILABILITY ORDER CYCLE COMMUNICATION

PROFITABILITY ASPECTS ESTIMATION OF COSTS AND REVENUE OPPORTUNITY COSTS MARKET SEGMENT MARGIN ESTIMATION FOR FUTURE CHANNEL STRUCTURE BASED ON THE FOUR DIMESIONS MAKE A DECISION ABOUT THE LENGTH OF THE CHANNEL

PARTICIPANTS OF THE CHANNEL WAY OF MEASURING THE PERFORMANCE OF THE PARTICIPANTS STANDARDISATION OR DIFFERENTIATION HOW TO LINK THE NATIONAL CHANNELS TO EACH OTHER? HOW TO COMPARE THE PERFORMANCE DATA?

POSSIBILITY FOR STANDARDISED MEANS OF DELIVERING GOODS TO INTERNATIONAL CUSTOMERS ORGANISATIONAL FRAMEWORK WHAT DEPARTMENT OR WHO IS RESPONSIBLE FOR THE INTERNATIONALISATION? WHAT ARE THE COMMUNICATION LINKS INSIDE THE COMPANY?

HOW TO FIND THE BEST PEOPLE FOR THE INTERNATIONALISATION PROJECT? HOME - HOST - THIRD COUNTRY PEOPLE? SELECTION CRITERIA FOR FOREIGN ASSIGNMENTS COMPETENCE FACTORS

TECHNOLOGICAL KNOWLEDGE LEADERSHIP ABILITY EXPERIENCE, PAST PERFORMANCE AREA EXPERTISE LANGUAGE SELECTION CRITERIA FOR FOREIGN ASSIGNMENTS ADAPTABILITY FACTORS

INTEREST IN FOREIGN WORK RELATIONAL ABILITIES CULTURAL EMPATHY APPRECIATION OF NEW MANAGEMENT STYLES APPRECIATION OF NEW ENVIRONMENTAL

CONSTRAINTS ADAPTABILITY OF FAMILY SELECTION CRITERIA FOR FOREIGN ASSIGNMENTS PERSONAL CHARACTERISTICS

AGE EDUCATION SEX HEALTH ,ARITAL RELATIONS SOCIAL ACCEPTABILITY CULTURAL SHOCK

INITIAL EUPHORIA IRRITATION AND HOSTILITY ADJUSTMENT REENTRY REPATRIATION PROFESSIONAL

PERSONAL COMPENSATION BASE SALARY AND SALARY RELATED ALLOWANCES (HARDSHIP ALL., COLA, HOUSING ALL.) NONSALARY RELATED ALLOWANCES (MOBILITY ALL., TRAVEL EXP., EDUCATION ALL.)

GREEN MARKETING ENVIRONMENTALISTS MEDIA == CONSUMERS NEW PREFERENCES GREEN CONSUMERS LOOK FOR PRODUCTS PACKAGED IN RECYCLABLE MATERIALS NOT EXCESSIVELY PACKAGED PERCEIVED AS ENVI. FRIENDLY MADE FROM RECYCLED MATERIALS

THAT DONT CONTAIN DYES OR TOXIC MATERIALS THAT ARE NOT PACKAGED IN FOAM INTERMARKETING SEGMENTS OF PEOPLE GREEN LEADERS TRUE BLUE GREENS GREEN BACK GREENS GREAN FOLLOWERS - SPROUTS

NONENVIRONMENTALISTS GROUSERS BASIC BROWNS TYPES OF COMPANIES IGNORE THE GREEN

PASS AS GREEN GENUINE GREEN PROGREEN 4RS: RETHINKING LIFESTYLES, REFUSE PRODUCTS CONTAINING A LOT OF RESSOURCES, REUSE THE PRODUCTS, RECYCLE PACKAGING MARKETING ASPECTS PRODUCT: GREEN IN ALL PHASES PRICE: COMPETITIVE, AS

STANDARDISED GREEN PRODUCTS ARE MANUFACTURED PROMOTION: TO INFORM AND EDUCATE PLACE RECYCLING CENTERS, OR MANUF. PROGRAMS COUNTRY OF ORIGIN EFFECTS AFFECT TRANSFER PROCESS COGNITIVE MEDIATION PROCESS

PURCHASE INTENTION EFFECT STRATEGIES TO MINIMISE THE INFLUENCE AFFECT TRANSFER PROCESS - DEMONSTRATE THE USAGE OF PRODUCTS COMING FROM C.X. COGNITIVE MEDIATION PROCESS - DEMONSTRATE THE ATTRIBUTES OF PRODUCTS PURCHASE INTENTION PROCESS

- BECOME NATIONAL! GREY MARKETING MARKETING? DUE TO THE: INFORMATION GLOBAL BRANDS THREE POSSIBILITIES REIMPORTATION PARALLEL IMPORTATION

LATERAL IMPORTATION CONSEQUENCES OF GREY MARKETING POSITIVE CONSEQUENCES NEW TARGETS NEGATIVE CONSEQUENCES IMAGE RELATIONSHIP WITH DISTRIBUTION CHANNEL MEMBERS

SELF CANNIBALISATION INTERNATIONAL MARKETING PLAN THE STRUCTURE OF THE INTERNATIONAL MARKETING PLAN 1. BRIEF SUMMARY OF THE MANAGER/OWNER READER - EMPLOYEE, PARTNER, AUDITOR, FINANCIAL INSTITUTION

OBJECTIVE, REASON 2. THE COMPANY HISTORY PARAMETERS 3. MOTIVATORS AND OBSTACLES MACRO AND MICRO MOTIVATORS INTERNAL AND EXTERNAL OBSTACLES 4. INTERNATIONAL MARKET RESEARCH OBJECTIVE METHODS

5. REVIEW OF THE MICRO AND MACRO ENVIRONMENT MICRO ENVIRONMENT COMPETITORS, NEW ENTRANTS, SUBSTITUTES, POWER OF THE CLIENTS POWER OF THE SUPPLIERS MACRO ENVIRONMENT

GEOGRAPHICAL ECONOMIC POLITICAL LEGAL TECHNOLOGICAL CULTURAL 6. INTERNATIONAL MARKET SELECTION INTERNATIONAL MARKET SEGMENTATION INTERNATIONAL TARGETING

7. MODE OF ENTRY 8. MARKETING MIX PRODUCT / SERVICE PRICE (COST) PROMOTION

DISTRIBUTION CHANNEL 9. ORGANISATIONAL FRAMEWORK 10. SCHEDULING 11. BUDGETING 12. EFFECT STUDY 13. CONCLUSION

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