International marketing

Stages (or phases) of International Marketing
* Indirect: the company does not actively cultivate customers outside national boundaries; however, this company’s products may reach foreign markets. Sales may be made to trading companies as well as other foreign customers who come directly to the firm. Or products reach foreign markets via domestic wholesalers or distributors who sell abroadon their own without explicit encouragement or even knowledge of the producer.
* Infrequent: temporary surpluses caused by variations in production levels or demand may result in infrequent marketing overseas. There is little or no change in company organization or product lines. Sales to foreign markets are made, as goods are available, with little or no intention of maintaining continuousmarket representation. As domestic demand increases and absorbs surpluses, foreign sales activity is withdrawn.
* Regular: the firm has permanent productive capacity devoted to the production of goods to be marketed on continuing basis in foreign markets. A firm may employ foreign or domestic overseas middlemen or it may have its own sales force or sales subsidiaries in important foreignmarkets. The primary focus of operations and production is to service domestic market needs. However, as overseas demand grows, production is allocated for foreign markets, and products may be adapted to meet the needs of individual foreign markets. Profit expectations from foreign markets move from being seen as a bonus to regular domestic profits to a position in which the company becomes dependent onforeign sales and profits to meet its goals.
* International: Companies at this stage are fully committed and involves in international marketing activities. Such companies seek markets all over the world and sell products that are a result of planned production for markets in various countries. This generally entails not only marketing but also production of goods outside the home market. Atthis point a company becomes a multinational firm.
* Multinational: big size, # employees, sales, social capital, # countries (6).
The company views the world as a series of country markets (including their home market) with unique sets of market characteristics for which marketing strategies must be developed. They create or completely adapt their marketing mixes to the needs anddesires of each country.
* Global: the company treat the word, including their home market, as one market (same currency, language, with out transportation problems, same culture). There are not 100% global companies. A global company develops a strategy to reflect the existing commonalities of market needs among many countries to maximize returns through global standardization of its marketing mix(it’s product*). Tropicalization: standardized but with adaptations in the raw materials, government regulations and cultural aspects. (there are not global firms because of these 3 reasons).
Marketing Mix: set of tools and elements (n), at the disposition of the business executive to facilitate the commercialization process.
Product:
* Brand: (only if it’s powerful) The power of a brandconsist of many, many, many positive experiences lived by many, many, many costumers over a very, very, very long period of time.
* Quality, color, taste, smell, design, style, weight, size, reliability, durability, speed, safety, warranty, texture, materials, label, container, package, price, characteristics, etc. = n elements
Price:
* Discounts, Credit, installments (plazos), Interestrate (Manejo Tasa de Interés), Down payment (Enganche), endorsement/finances, ways, conditions and easy payment terms.
Place:
* Channels, localization, availability/variety, warehouses, transportation.
Promotion/communication
* Advertising, sales promotion, direct sales, public relations
4P’S=OFFER= PRODUCT*
Market Orientation
Market Orientation | Phases | EPRG | Effective or...