International Marketing - Marketing Basics
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Transcript of International Marketing - Marketing Basics
Int. Marketing Marketing Basics
What is marketing?
Exam question
1
Marketing is the process through which organizations create value
for people and build strong relations to receive value in return
Marketing is the process through which organizations create value
for people and build strong relations to receive value in return
Marketing is the process through which organizations create value
for people and build strong relations to receive value in return
Marketing is
to sell
Marketing is knowing what
to sell
Customer needs
Marketing strategy
Marketing program
Profitable relations Value
Exam question
2
Customer Needs
Customer Needs
Customer Wants
Customer Wants
Customer Wants
Customer Demands
Market Offerings
Market Offerings
Needs
Wants
Demands
Offerings
Customer needs
Marketing strategy
Marketing program
Profitable relations Value
Market
Potential buyers of a product who share
similar wants
Company Client
Company Client matchmaking
Company Client communication
Company Client communication
?
Company Client communication
?
Market
Segment 1
Segment 2
Segment 3
Target group
Segment 2
Segment 3
Are you for
or against nuclear energy?
Value
Are you for
or against smoking?
Who among you
smokes?
SMOKING KILLS
SMOKING KILLS -‐_-‐'
Products determine
our self-view
SMOKING KILLS
Want to quit?
Call us on 776 247 025
Want to quit?
Call us on 776 247 025
Value Proposition
Which products does
Bosch make?
What do you
really buy?
AXE
To which consumer
segment Axe sells?
AXE
SEX
Consumer motives?
It is not all good …
Exam question
3
Marketing Orientations
Production concept
Product concept
Selling concept
Marketing concept
Societal marketing
concept
Production concept
Product concept
Selling concept
Marketing concept
Societal marketing
concept
How to beat the competition?
Just make it bigger
Marketing myopia
Marketing myopia
Marketing myopia
I’m rat friendly
Production concept
Product concept
Selling concept
Marketing concept
Societal marketing
concept
Selling stuff us we don’t need
Unsought Goods
Company Client Selling
Production concept
Product concept
Selling concept
Marketing concept
Societal marketing
concept
Company Client Listening
Knowing the
customer Needs
Bread
Apples
Coffee
Chicken
Soap
Bread
Apples
Nescafé
Chicken
Soap
Bread
Apples
Coffee
Chicken
Soap
Bread
Apples
Nescafé
Chicken
Soap
But …
If Ford asked what the people wanted,
they would say:
Faster horses
If Ford asked what the people wanted,
they would say:
Faster horses
No VISION, No car
Production concept
Product concept
Selling concept
Marketing concept
Societal marketing
concept
Sustainable marketing
Corporate Social Responsibility
Corporate Social Responsibility
Customer needs
Marketing strategy
Marketing program
Profitable relations Value
Marketing
Mix
Product
Price
Place
Promotion
Customer needs
Marketing strategy
Marketing program
Pro"table relations Value
Customer Relationship Management
Customer Relationship Management
Customer Sattisfaction
Expected Value
L Expected Value
J Expected Value
K Expected Value
J Expected Value
Customer needs
Marketing strategy
Marketing program
Profitable relations Value
Customer
Lifetime Value
Customer
Equity
Exam question
4
Butterflies True friends
Strangers Barnacles
Profitability
Loyalty Low High
High
Low
Butterflies True friends
Strangers Barnacles
Profitability
Loyalty Low High
High
Low
Butterflies True friends
Strangers Barnacles
Profitability
Loyalty Low High
High
Low
Butterflies True friends
Strangers Barnacles
Profitability
Loyalty Low High
High
Low
Butterflies True friends
Strangers Barnacles
Profitability
Loyalty Low High
High
Low
Butterflies True friends
Strangers Barnacles
Profitability
Loyalty Low High
High
Low
Exam question
5
Economc Crisis
Economc Crisis
Economc Crisis
Economc Crisis
Economc Crisis
Internet users 2012
1,8 billion
Internet users 2015
3,4 billion
3D Printing
Wearable Computers
Rapid Globalization
Rapid Globalization
Social Responsibility
Not for pro"t Marketing
Not for pro"t Marketing
Not for pro"t Marketing
Global Marketing
Not only for the home market
Why do companies seek
Global Markets?
Respond to orders abroad
Domestic market
maturity
Competitive shock
Follow customers
abroad
Support cost structure
Respond to orders abroad
Domestic market
maturity
Competitive shock
Follow customers
abroad
Support cost structure
European per-capita consumption
a fraction of US consumption
Respond to orders abroad
Domestic market
maturity
Competitive shock
Follow customers
abroad
Support cost structure
Respond to orders abroad
Domestic market
maturity
Competitive shock
Follow customers
abroad
Support cost structure
Respond to orders abroad
Domestic market
maturity
Competitive shock
Follow customers
abroad
Support cost structure
Development Global Marketing
Domestic Marketing
Home country
Export Marketing
Home country
Foreign country
International Marketing
Subsidiary
Foreign country
Multicountry Marketing Country 1
Country 2
Country 3
Country 4
Pan-Regional Marketing
Global Marketing Country 1
Country 2
Country 3
Country 4
Launched in Australia
50% teens & young adults
didn’t try Coke
7% increase
teen consumption
50 countries
followed