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Marketing Globally

Marketing is a social and managerial process through which individuals and organizations satisfy their needs and objectives via the exchange process. We begin by examining the ways in which marketing managers analyze country market potential in order to develop effective international marketing mix strategies.

We review the adaptation versus standardization debate and also consider the rationale for selecting nationally responsive versus globally integrated marketing strategies. We develop each of the marketing mix variables from an international economics perspective and explore opportunities for electronic commerce.

Services

Objective
To discuss the application of different marketing strategies to international operations and examine all the elements within the marketing mix – product, pricing, promotion, branding and distribution.

Outcomes
Explain the concepts of market segmentation and targeting and how they relate both to the companies’ marketing orientations and to all the elements of the marketing mix.

Tools and Techniques
~ Marketing Orientations
~ Segmenting and Targeting Markets

Objective
To understand a range of product policies and the circumstances in which they are appropriate internationally.

Outcomes
Grasp the reasons for making product alterations for foreign markets, the costs of product alterations, the extent and mix of product lines and product lifecycle considerations.

Tools and Techniques
~ Legal and Regulatory Considerations
~ Cultural and Economic Considerations

Objective
To appreciate the pricing complexities when selling in foreign markets.

Outcomes
Ensure short-term profits to give the company the resources necessary to achieve long-term competitive viability.

Tools and Techniques
~ Pricing Tactics
~ Fixed versus Variable Pricing

Objective
To interpret country differences that may necessitate alterations in promotional practices.

Outcomes
Determine promotional budget and the mix between push and pull strategies and promotions for each product in each country.

Tools and Techniques
~ Push-Pull Mix
~ Standardization

Objective
To comprehend the different branding strategies companies may employ internationally.

Outcomes
Help make a decision about whether to adopt a worldwide brand or to brand products for a variety of local markets.

Tools and Techniques
~ Brand Acquisition
~ Country-of-Origin Image

Objective
To discern complications of international distribution and practices of effective distribution.

Outcomes
Decide on the method of distribution among countries as well as the method within the country where final sale occurs.

Tools and Techniques
~ Distribution Norms and Channels
~ After-Sales Service
~ E-commerce and the Internet

Objective
To perceive why and how emphasis in the marketing mix may vary among countries.

Outcomes
Help companies monitor and adjust its marketing programs.

Tools and Techniques
~ GAP Analysis

Engagements

 

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