5920522
Description
Mind Map by LIZLAFAN Elizabeth Laguna, updated more than 1 year ago
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Created by LIZLAFAN Elizabeth Laguna
almost 8 years ago
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Concept of International Marketing
- PROCESS
- The needs and wants of
costumers
- Best method for satisfy
needs
- Guide the company based
on the needs
- Meeting Organizational
objetives.
- Process
- The needs and wants of
costumers
- STEP
- 1. Situation Analysis
- 5 C Analysis
- PEST analysis
- SWOT analysis
- 5 C Analysis
- 2. Marketing Strategy
- Segmentation
- Targeting (Target
market selection)
- Positioning the product
within the target market
- Value proposition to the
target market
- Segmentation
- 3. Marketing Mix Decisions
- Product
- Pricing decisions
- Distribution contracts
- Promotional campaign
development
- Product
- 1. Situation Analysis
- IMPLEMENTATION AND
CONTROL
- Need
- Physical
- food, clothing, warmth
& safety etc...
- food, clothing, warmth
& safety etc...
- Social
- belonging,
affection
- belonging,
affection
- Individual
- knowledge, self
expression
- knowledge, self
expression
- Physical
- Wants
- Demands
- Products
- Quality
- Exchange
- Need
- MULTINATIONAL CORPORATION MNCS
- International corporation, a
"transnational corporation"
- Since cheap labor and raw material inputs
are located in other countries,
- Since cheap labor and raw material inputs
are located in other countries,
- The salient features of
MNCs:
- Huge Assets and Turnover
- International Operations Through a
Network of Branches
- Unity of Control
- Advanced and Sophisticated Technology
- Professional Management
- Aggressive Advertising and Marketing
- Huge Assets and Turnover
- International corporation, a
"transnational corporation"
- MARKET ENTRY STRATEGIES
- Direct Exporting
- selling directly into the market
you have chosen
- selling directly into the market
you have chosen
- Licensing
- where a firm transfers the rights to the use of a
product or service to another firm
- where a firm transfers the rights to the use of a
product or service to another firm
- Franchising
- For companies with
Repeatable models
- For companies with
Repeatable models
- Piggybacking
- Products are sold to
domestic companies
- Products are sold to
domestic companies
- Direct Exporting
- INTERNATIONAL ECONOMIC INSTITUTIONS
- These institutions aim to provide a level playing field for all the
countries and develop economic cooperation.
- World Trade Organization
- WTO to replace the General Agreement on
Tariffs and Trade (GATT)
- The main objectives
- Raising the standard of
living
- Ensuring that developing
countries have better share of
growth
- Introducing sustainable
development
- Raising the standard of
living
- Differences between GATT and
WTO
- The GATT applies to title
"provisional"
- GATT rules
applied to trade in
goods
- WTO is faster and more
automatic
- The GATT applies to title
"provisional"
- TRIPS
- Agreement on Trade-Related
Aspects of Intellectual Property
Rights
- intellectual property
- intellectual property
- Agreement on Trade-Related
Aspects of Intellectual Property
Rights
- WTO to replace the General Agreement on
Tariffs and Trade (GATT)
- World Trade Organization
- These institutions aim to provide a level playing field for all the
countries and develop economic cooperation.
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