International Marketing
MSC INTERNATIONAL BUSINESS INTERNATIONAL MARKETING DAY THREE & FOUR
Outline
Marketing mix
Product and pricing decisions
SWOT Analysis
Marketing Communication strategy
Which Market to Choose
Reasons to enter international Markets
Marketing Mix
Price Product Place Promotion Physical Evidence Process People
Price Price is the amount the consumer must exchange to receive the offering. Solomon et al (2009).
Product Product means the goods-and-services combination the company offers to the target market.
Kotler and Armstrong (2010).
Place Place includes company activities that make the product available to target consumers.
Kotler and Armstrong (2010).
Promotion Promotion includes all of the activities marketers undertake to inform consumers about their products and to encourage potential customers to buy these products. Solomon et al (2009).
Physical Evidence Physical evidence is the environment in which the service is delivered, and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service.
Zeithaml et al (2008)
Process
Process is the actual procedures, mechanisms, and flow of activities by which the service is delivered – this service delivery and operating systems. Zeithaml et al (2008). People People are all human actors who play a part in service delivery and thus influence the buyers' perceptions; namely, the firm's personnel, the customer, and other customers in the service environment. Zeithaml et al (2008).
Marketing Mix
Choose an SME of your choice and apply the marketing mix (7P’s).
Steps in formulating marketing communication strategy
Step 1 Step 2 Step 3 Step 4 Step 5
• Assessing Marke1ng Communica1ons Opportuni1es
• Analyse Marke1ng Communica1ons Resources
• Set Marke1ng Comunica1ons Objec1ves
• Develop/Evaluate
Outline
Marketing mix
Product and pricing decisions
SWOT Analysis
Marketing Communication strategy
Which Market to Choose
Reasons to enter international Markets
Marketing Mix
Price Product Place Promotion Physical Evidence Process People
Price Price is the amount the consumer must exchange to receive the offering. Solomon et al (2009).
Product Product means the goods-and-services combination the company offers to the target market.
Kotler and Armstrong (2010).
Place Place includes company activities that make the product available to target consumers.
Kotler and Armstrong (2010).
Promotion Promotion includes all of the activities marketers undertake to inform consumers about their products and to encourage potential customers to buy these products. Solomon et al (2009).
Physical Evidence Physical evidence is the environment in which the service is delivered, and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service.
Zeithaml et al (2008)
Process
Process is the actual procedures, mechanisms, and flow of activities by which the service is delivered – this service delivery and operating systems. Zeithaml et al (2008). People People are all human actors who play a part in service delivery and thus influence the buyers' perceptions; namely, the firm's personnel, the customer, and other customers in the service environment. Zeithaml et al (2008).
Marketing Mix
Choose an SME of your choice and apply the marketing mix (7P’s).
Steps in formulating marketing communication strategy
Step 1 Step 2 Step 3 Step 4 Step 5
• Assessing Marke1ng Communica1ons Opportuni1es
• Analyse Marke1ng Communica1ons Resources
• Set Marke1ng Comunica1ons Objec1ves
• Develop/Evaluate