Chapter 16-1

International Marketing Management

Chapter 16-2
International Marketing and Business
Strategies

Differentiation

Business Overall Cost

Strategy Leadership

Focus
Strategy

Chapter 16-3
The Marketing Mix

Marketing Mix
How to develop the firm’s product(s)

How to price those products

How to sell those products

How to distribute those products to the

firm’s customers
Chapter 16-4
The Marketing Mix (Cont.)

Chapter 16-5
Standardization versus Customization

Ethnocentric Approach

Polycentric Approach

Geocentric Approach
Chapter 16-6
Standardization versus Customization
(Cont.)

Chapter 16-7
Standardization versus Customization
(Cont.)

Chapter 16-8
Product Policy

Tangible
Product Features
(“P”) Intangible
Features
Chapter 16-9
Standardized Products or Customized
Products?

Customized
Standardized
within
Across
Individual
Markets
Markets

Chapter 16-10
Legal Forces

 Labeling Requirements
 Health Standards
 Product Design
 Technical Standards

Chapter 16-11
Cultural Influences

 Language
 Packaging
 Food Ingredients
 Quality Consciousness
 Environmental Consciousness
 Local Morals and Sensibilities

Chapter 16-12
Economic Factors

Level of
Quality of
Economic
Infrastructure
Development

Product
Desired
Attributes

Chapter 16-13
Brand Names

Packaging Costs

Design Costs
Standardize
Brand Name
Advertising Production Costs

Ads Spillovers

Customize Example: Spider-Man; Disney;

Brand Name Sesame Street

Chapter 16-14
Pricing Issues

Transportation Distribution
and Tariffs Practices

Varying Costs
Exchange-Rate
of Doing
Fluctuations
Business
Pricing
Policies

Chapter 16-15
Pricing Policies

 Standard Price Policy

 Two-tiered Pricing
 Market Pricing

Chapter 16-16
Market Pricing

Chapter 16-17
Market Pricing (Cont.)

 Conditions
Demand and/or Cost Conditions
Arbitrage
 Advantages
Setting prices
Allocating firm’s resources
 Disadvantages
Damage to Brand Names
Gray Market Development
Consumer Resentment

Chapter 16-18
Promotion Issues and Decisions

Advertising

Personal Selling
Promotion
Mix
Sales Promotion

Public Relations

Chapter 16-19
Advertising
Decision Factors

Message

Medium

Global vs. Local Advertising

Chapter 16-20
Personal Selling

 Industrial Products
 Consumer Products

Chapter 16-21
Personal Selling (Cont.)

 Advantages
Knowledge of Local Markets
Close Contact with Customers
Access to Valuable Market Information
 Disadvantages
Compensating Sales Representatives
Making Contacts After the Sale
Expenses of Regional Sales Offices

Chapter 16-22
Sales Promotion

 Retailers
 Wholesalers
 Consumers

Chapter 16-23
Public Relations

 Model “Corporate Citizen”

 Political Allies
 Positive Image and Reputation

Chapter 16-24
Distribution Issues and Decisions

 Physical transportation
 Selection of means to merchandise goods

Chapter 16-25
International Distribution

Chapter 16-26
International Distribution (Cont.)

Inventory and Service

Chapter 16-27
Channels of Distribution

Chapter 16-28