Pressentation of IM

8/7/2019 Pressentation of IM

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International Marketingy International marketing (IM) or global marketing

refers to marketing carried out by companies overseas

or across national borderlines. This strategy uses anextension of the techniques used in the home country of a firm . It refers to the firm-level marketingpractices across the border including marketidentification and targeting, entry mode selection,marketing mix, and strategic decisions to compete ininternational markets.



y A ccording to the A merican Marketing A ssociation(A MA) "international marketing is the

multinational process of planning and executing theconception, pricing, promotion and distribution of ideas, goods, and services to create exchanges thatsatisfy individual and organizational objectives."



y In simple words international marketing is theapplication of marketing principles to across national

boundaries. However, there is a crossover betweenwhat is commonly expressed as internationalmarketing and global marketing, which is a similarterm



Research in International

Marketingy Consumer Behaviour is a broader concept to which

help us to under the market condition and buying

pattern of the customer.y It goes beyond the explicit and examines the less

observable processes and discusses

1. Why ?

2. Where ?3. How? Purchases occurs



Definition of Consumer Behavioury Buying behaviour is the decision processes and acts of

people involved in buying and using products .

y The behavior that consumers display in searching for,purchasing, using, evaluating and disposing of theproducts and services that they expect will satisfy theirneeds.



Stages of the Consumer Buying

Process

Unfulfilledneeds or

wantsTension Drive Behavior

Goal orNeed

fulfillment

CognitiveProcesses

Tension Reduction

Previouslearning



Types of Consumer Buying

Behavioury There are basically 4 types of Consumer Buying

Behaviour

1. Routine Response/ Programmed Behaviour2. Limited Decision Making

3. Extensive Decision Making/ Complex HighInvolvement (cars, computers)

4. Impulsive Buying( no conscious planning)



Consumer Buying Decision Processy A consumer, making a purchase decision will be

affected by the following three factors :-

1. Personal

2. Psychological

3. Social



Personaly Unique to a particular person . Demographic Factor

likeA ge, Sex, Race, etc. Who in the family is

responsible for the decision making. Young peoplepurchase things for the different reasons than olderpeople.



Psychological Factorsy Psychology makes use of the individual as the central unit

of analysis to study individual and interpersonal behaviour

y The consumer not only buys for consumption, but also forthe communication with others.

y Study of :-

1. 1.Motives

2. 2.Perception

3. 3.A bility & knowledge4. 4.A ttitudes

5. 5.Personality

6. 6.Lifestyles



1. Motivesy A motive is an internal energizing force that orients a

persons activities towards satisfying a need orachieving a goal

y To understand motives the best model is MA SLOW hierarchy of needs :-

Physiological

Safety

Love and Belonging

Esteem

Self A ctualization



2. Perceptiony Perception is the process of selecting, organizing and

interpreting information inputs to produce meaning.

yInformation inputs are the sensation received throughsight, taste, hearing, smell and by touching.

y In other words perception refers to the process of interpreting the nervous impulses or stimuli that the

brain receives through cognitive process.



Cont.......y Eg. Consumers may prefer automobile from Japan,

Germany orUS.

yTea and Coffee from India



3. Ability & Knowledgey Need to understand individuals capacity to learn.

Learning, changes in a persons behaviour caused by

information and experience. Hence, it is imperative forinternational marketers to understand the learningprocess in the markets they plan to operate.



Cont.....y Eg. The well known Ice Cream outlet Baskin Robbins

had to educate the Vietnamese about the Fast Food,

when it started franchise in Vietnam



4. Attitudesy A ttitudes refers to the tendency to respond to the

attributes of an object in a favourable or an

unfavourable way. A s regards international marketing,some countries may have a favourable attitudestowards foreigners, creation of wealth and change.

y Eg. Indian car owners have a favourable opinion of

Maruti Suzuki Zen and Ford Ikon and unfavourableopinion of FiatUno.



4. Personalityy A ll the internal traits and behaviours that make a

person unique, uniqueness arrives from a persons

heredity and personal experience. Traits effect the way people behave. Marketers try to match the store imageof the perceived image of their customers.



5. Lifestylesy RecentUS trends in lifestyles are a shift towards

personal independence and individualism and a

preference for a healthy, natural lifestyles. Lifestylesare the consistent patterns people fellow in their lives.

y Eg. Having a Bike Hero Honda ZMR.



Social Factory Sociology has a group as the central unit of analysis. It

studies group influences on individual human

behaviour.C

onsumer wants learning ,motives , etc areinfluenced by :-

1.Opinion Leaders

2.Persons Family

3.Reference Groups4.Social Class



1. Opinion Leadersy These are involved in a social group who can influence

other members. The strength of the influence may

vary.y For eg.

y BMW sells its cars at a discount to diplomats believingthat these target customers will influence the

customers of other segment.



Family Life Cycle Bachelor Young Couple (no children)

Full Nest I (YoungestC

hildU

nder 6)

Full Nest II (Youngest Child 6 or Over) Single Parent I (Youngest Child Under 6) Single Parent II (Youngest Child 6 or Over) Bachelor II (never married, divorced, separated, widowed) Childless Couples (No Dependent Children)

Delayed Full Nest Full Nest III Single Parent III Bachelor III Older Couple



3. Reference Groupy Groups represent two or more persons sharing a set of

norms, which make their behaviour interdependent.

The influence of reference group is derived in part dueto the ability of disseminate information quickly andeffectively.

y The strength of the group influence need not to be the

same across product categories.



4. Social Classy Social class refers to the hierarchy that may prevail in a

society for its smooth running. In A sian countries, the

caste system is prevalent, which prevents easy mixingof people at different levels of the social class.A lso ,elders and superior are respected. For internationalmarketer, connections with socially acceptable peopleare important for securing business.

Pressentation of IM

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