CBA 300 Lecture Notes - Lecture 9: Disintermediation, Marketing Mix, Customer Relationship Management
11 Jan 2017
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The International Marketing Mix
• The standard marketing mix – product, distribution & promotion policies- becomes more
complex in international business & emphasizes different elements
• Product Strategies (Pg.370 -371 paragraph 1)
o Product development
o Branding
o Packaging & labeling
• Price Strategies (Pg. 387 -388)
o Price Alignment ( Standard Prices)
o Transfer Prices( International Pricing)
o Countertrade (Barter Pricing)
• Distribution Strategies (Pg. 388
o Channel Characteristics
o Wholesaling & Retailing
o Logistics ( Disintermediation)
• Promotion Strategies (Pg. 377-378)
o Advertising
o Sales Promotion
o Selling & sales management
o Public relations
The International Marketing Mix: Factors Encouraging Standardization
• Scale Economies in R&D, production & marketing
• Consistent brand image
• Emerging global segments
• Faster time-to-market
• Regional market agreements
• Global competition
find more resources at oneclass.com
find more resources at oneclass.com
The International Marketing Mix: Factors Encouraging Adaptation
• Different use conditions
• Different consumer preferences
• Different levels of market maturity
• Government regulations
• Local competition
• True to marketing concept
Ethics of Adaptation
• Google refuses to block potentially “subversive” searches in China & thus cannot operate
in the country. Wikipedia, YouTube, Facebook & Twitter are also blocked.
• Should companies adapt to cater to local racism, homophobia, & misogyny
Domestic Market Segmentation
• Segmentation Concept- Buyers are not all the same. They can be divided into
homogeneous groups & then addressed by different marketing mixes
Segmentation Variables
• Geographic: Region, Culture, rural v. urban
• Demographic: Income, Sex, age, Religion, Race, Education, Occupation
• Psychographics: opinions, interests, activities, lifestyle
• Behavioral: User Status, Usage Rate
Segmenting International Markets
• Country-Centered Segmentation
o Groups of countries form segments
• Cross-National Segmentation
o Groups of consumers who are alike, regardless of country, forms segments.
o Also known as borderless, global macro, universal or inter-market segmentation
Cross-National Market Segments
• Children & Teenagers
• Affluent Consumers
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
The standard marketing mix product, distribution & promotion policies- becomes more. The international marketing mix complex in international business & emphasizes different elements: product strategies (pg. 370 -371 paragraph 1, product development. Branding: packaging & labeling, price strategies (pg. 387 -388: price alignment ( standard prices, transfer prices( international pricing, countertrade (barter pricing, distribution strategies (pg. 388: channel characteristics, wholesaling & retailing, logistics ( disintermediation, promotion strategies (pg. 377-378: advertising, sales promotion, selling & sales management, public relations. The international marketing mix: factors encouraging standardization: scale economies in r&d, production & marketing, consistent brand image, emerging global segments, faster time-to-market, regional market agreements, global competition. Wikipedia, youtube, facebook & twitter are also blocked: should companies adapt to cater to local racism, homophobia, & misogyny. Domestic market segmentation: segmentation concept- buyers are not all the same. They can be divided into homogeneous groups & then addressed by different marketing mixes.
