Use with INTERNATIONAL MARKETING STRATEGY:

Analysis, development and implementation 5TH edition ISBN 13: 978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

ch12/1

IMPLEMENTATION THROUGH ENABLING TECHNOLOGIES

Session 12

Use with INTERNATIONAL MARKETING STRATEGY:

Analysis, development and implementation 5TH edition ISBN 13: 978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

ch12/2

THE VICIOUS CIRCLE OF TECHNOLOGYAND COMPETITIVE ADVANTAGE

Use with INTERNATIONAL MARKETING STRATEGY:

Analysis, development and implementation 5TH edition ISBN 13: 978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

ch12/3

ROLE OF THE INTERNETFOR E-BUSINESS

• Provide a global marketplace, open to all; with– A method of collecting and exchanging marketing and

business information– An alternate route to market to traditional distribution

channels– A means of building customer relationships– A device for the digital delivery of certain information

services– A networked system for managing the supply chain– A virtual marketplace, trading floor and auction house.

Use with INTERNATIONAL MARKETING STRATEGY:

Analysis, development and implementation 5TH edition ISBN 13: 978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

ch12/4

THE WEB SITECONTRIBUTING TO INTERNATIONAL

MARKETING

• Organisational sites

• Services online

• Information online

• Business transactions online

Use with INTERNATIONAL MARKETING STRATEGY:

Analysis, development and implementation 5TH edition ISBN 13: 978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

ch12/5

International E-Marketing Models

• B2C– Website as virtual shop– E-business Operations

expensive to establish

• B2B– More complex– Data exchange

• Industry specific hubs

• Function specific hubs

• C2C– Online auctions

• C2B– Consumers joining

together to reduce prices paid

Use with INTERNATIONAL MARKETING STRATEGY:

Analysis, development and implementation 5TH edition ISBN 13: 978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

ch12/6

IMPACT ON INTERNATIONAL MARKETING STRATEGY

• Technology and analysis• Technology and strategy development• Market entry• Technology and strategic implementation and

control;– Product and service management– Pricing– Channel management– Communications

• Control, evaluation and learning

Use with INTERNATIONAL MARKETING STRATEGY:

Analysis, development and implementation 5TH edition ISBN 13: 978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

ch12/7

CHALLENGES FORINTERNATIONAL MARKETING STRATEGY #1

• Customers from some countries, typically low-context countries, embrace the Internet in different ways to those in high-context cultures.

• Brand values often depend on the different communication methods that people use, both explicit and implicit, such as image, reputation, word of mouth and continual exposure online and offline.

Use with INTERNATIONAL MARKETING STRATEGY:

Analysis, development and implementation 5TH edition ISBN 13: 978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

ch12/8

CHALLENGES FORINTERNATIONAL MARKETING STRATEGY #2

• By being global, e-commerce still favours global players.– Consumers expect high quality of performance

and image but these can be severely tarnished by a low-cost, poorly performing website and slow or inaccurate order fulfilment.

• The effectiveness of websites is influenced by such factors as the ease of navigation, company and products information, shipping details and sensitivity to language and culture.

Use with INTERNATIONAL MARKETING STRATEGY:

Analysis, development and implementation 5TH edition ISBN 13: 978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

ch12/9

CHALLENGES FORINTERNATIONAL MARKETING STRATEGY #3

• The barriers to entry must be significant if the defenders of domestic or limited country niches wish to retain their market share.

• The development of intelligent agents that search for specific pieces of information on markets and potential suppliers means that marketers cannot base their appeal to customers on traditional marketing-mix factors– they must find a new sustainable competitive

advantage.

Use with INTERNATIONAL MARKETING STRATEGY:

Analysis, development and implementation 5TH edition ISBN 13: 978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

ch12/10

CUSTOMER-LED STRATEGY

• Focus not on markets but on quality customers from anywhere in the world

• Focus on one-to-one relationships

• Increase both lifetime and short-term revenue from customers

• Win-win

• Integrated and coordinated approach

Use with INTERNATIONAL MARKETING STRATEGY:

Analysis, development and implementation 5TH edition ISBN 13: 978-1-84480-763-5 Published by Cengage Learning DOOLE AND LOWE

ch12/11

MAIN ISSUES

• Technology– changing way business

done– new solutions to old

problems– Firms will under perform

or fail if they fail to exploit it

• Consumer e-marketing and innovative business models are facilitating new routes to market

• B2B models have the greatest impact on international marketing

• Other technologies and software are an important aspect of the change

• Better communication has made supply chains more effective

• Need to work harder to find and retain customers:– Embracing technology will make

this happen