marketing strategies-ab-preclass

Global marketing management : 

marketing strategies 1 Global marketing management global market segments Market segmentation: identifying distinct groups of consumers whose purchasing behavior differs from others significantly. (e.g. sex, income, education, social-cultural factors, psychological factors, etc.) segments can transcend national borders

Marketing strategies : 

marketing strategies 2 Marketing strategies distribution Product attributes pricing promotion, advertising and branding

Product strategies - product attributes : 

marketing strategies 3 Product strategies - product attributes technical standards People from different countries value different product attributes. Cultural factors Economic factors consumer purchasing power, extra attributes, disposable products, quantities, product reliability infrastructure legal factors safety and health standards certain types of products are prohibited others

Slide 4: 

marketing strategies 4 Sociocultural Elements of Supermarket Technology in the United States and Hong Kong

Pricing strategy : 

marketing strategies 5 Pricing strategy currency value fluctuation Pricing is more complex internationally than domestically government intervention greater diversity of markets price escalation in exporting

Promotion strategy: push vs pull : 

marketing strategies 6 Promotion strategy: push vs pull Advertising (pull) - standardization of ad Factors that influence this decision: message needs translation problems legality

Branding - worldwide brand vs. local brands : 

marketing strategies 7 Branding - worldwide brand vs. local brands Factors that influence branding decisions

Distribution strategy : 

marketing strategies 8 Distribution strategy channel exclusivity Retailer concentration channel length - the number of intermediaries between producers and consumers

A Typical Distribution System : 

marketing strategies 9 A Typical Distribution System Manufacturer Outside the Country Wholesale Distributor Retail Distributor Final Distributor Manufacturer Inside the Country Import Agent Source:McGraw Hill Companies, Inc., 2000