Concept of International Marketing

LIZLAFAN Elizabeth Laguna
Mind Map by LIZLAFAN Elizabeth Laguna, updated more than 1 year ago
LIZLAFAN Elizabeth Laguna
Created by LIZLAFAN Elizabeth Laguna over 5 years ago


Marketing, concept of international Markting

Resource summary

Concept of International Marketing
    1. The needs and wants of costumers
      1. Best method for satisfy needs
        1. Guide the company based on the needs
          1. Meeting Organizational objetives.
            1. Process
            2. STEP
              1. 1. Situation Analysis
                1. 5 C Analysis
                  1. PEST analysis
                    1. SWOT analysis
                    2. 2. Marketing Strategy
                      1. Segmentation
                        1. Targeting (Target market selection)
                          1. Positioning the product within the target market
                            1. Value proposition to the target market
                            2. 3. Marketing Mix Decisions
                              1. Product
                                1. Pricing decisions
                                  1. Distribution contracts
                                    1. Promotional campaign development
                                  2. IMPLEMENTATION AND CONTROL
                                    1. Need
                                      1. Physical
                                        1. food, clothing, warmth & safety etc...
                                        2. Social
                                          1. belonging, affection
                                          2. Individual
                                            1. knowledge, self expression
                                          3. Wants
                                            1. Demands
                                              1. Products
                                                1. Quality
                                                  1. Exchange
                                                  2. MULTINATIONAL CORPORATION MNCS
                                                    1. International corporation, a "transnational corporation"
                                                      1. Since cheap labor and raw material inputs are located in other countries,
                                                      2. The salient features of MNCs:
                                                        1. Huge Assets and Turnover
                                                          1. International Operations Through a Network of Branches
                                                            1. Unity of Control
                                                              1. Advanced and Sophisticated Technology
                                                                1. Professional Management
                                                                  1. Aggressive Advertising and Marketing
                                                                2. MARKET ENTRY STRATEGIES
                                                                  1. Direct Exporting
                                                                    1. selling directly into the market you have chosen
                                                                    2. Licensing
                                                                      1. where a firm transfers the rights to the use of a product or service to another firm
                                                                      2. Franchising
                                                                        1. For companies with Repeatable models
                                                                        2. Piggybacking
                                                                          1. Products are sold to domestic companies
                                                                        3. INTERNATIONAL ECONOMIC INSTITUTIONS
                                                                          1. These institutions aim to provide a level playing field for all the countries and develop economic cooperation.
                                                                            1. World Trade Organization
                                                                              1. WTO to replace the General Agreement on Tariffs and Trade (GATT)
                                                                                1. The main objectives
                                                                                  1. Raising the standard of living
                                                                                    1. Ensuring that developing countries have better share of growth
                                                                                      1. Introducing sustainable development
                                                                                      2. Differences between GATT and WTO
                                                                                        1. The GATT applies to title "provisional"
                                                                                          1. GATT rules applied to trade in goods
                                                                                            1. WTO is faster and more automatic
                                                                                            2. TRIPS
                                                                                              1. Agreement on Trade-Related Aspects of Intellectual Property Rights
                                                                                                1. intellectual property
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