International Marketing and Macroeconomic Environment

Strategic Approach to International Marketing

Internacionalizacija i globalizacija međunarodnih tržišta i konkurencija, Brz tehnološki razvoj, Skraćenje životnog ciklusa proizvoda, Sve teže ofržavanje konkurentske prednosti, Ekonomske integracije stranih tržišta, Višak punude nadpotražnjom > povećana moć kupaca i potrošača, Trgovci smanjuju broj dobavljača

Macroeconomic Environment

Ekonomski sustav, BDP, Stanovništvo i prihodi, Koncepcija ekonomskog napretka, Struktura potošnje infrasturuktura ostali pokazatelji

Hofstede

Hijerarhijska distanca, Individualizam i kolektivizam, Ženstvenost i muževnost, Izbjegavanje nesigurnosti, Kratkoročna i dugoročna orijentacija

Political Risk

Rizik opće nestabilnosti, neizvjesnost budućih kretanja u političkom sustavu, Rizik vlasništva/kontrole, razvlaščivanje u režiji vlade, Rizik poslovanja, budući propisi vezani uz proizvodnju, marketing, financije i druge poslovne funkcije, Rizik transfera, ograničenja u transferu dobiti, deprecijacija valuta zemlje domaćina

Domestifikacija

Postupni transfer vlasništva na rezidente, Promicanje rezidenata na više razine upravljanja, Prenošenje procesa odlučivanja na rezidente, Lokalna proizvodnja umjesto uvoza iz matične zemlje, Specifična izvozna regulativa

Three Leves of the Product

Support services, Product attributes, core product benefits

Packaging

Protect the producs, Communicate symbolically, customer convinience, Promotion

Pricing Objectives

Winning new market, skimming, market share retention

Price Escalation

An increase in the final selling price of goods traded across borders. Major causes: • Channel length • Margins of the intermediaries • Possible tariffs/duties • Logistical costs

Transfer Pricing

Objectives: • Lower taxes • Transfer of capital • Strengthening the local company • Competitive fight in the local market Limitations: • Government control • Internal factors • Customs and taxes • Economic policy (price freeze, transfer restrictions) • Partnership (profit shares affected by transfer pricing)

Distribution

– the physical flow of goods through channels, minimum costs (transport + warehouse) • Channels are made up of a coordinated group of individuals or firms that perform functions that add utility to a product or service • Distributor – wholesale intermediary that typically carries product lines or brands on a selective basis • Agent – an intermediary who negotiates transactions between two or more parties but does not take title to the goods being purchased or sold

Channel Objectives & Utility

• Marketing channels exist to create utility for customers: • Place utility – availability of a product or service in a location that is convenient to a potential customer • Time utility – availability of a product or service when desired by a customer • Form utility – availability of the product processed, prepared, in proper condition and/or ready to use • Information utility – availability of answers to questions and general communication about useful product features and benefits

Channel Decisions

customer, demand, product, competition, legal (ext) major decision, subdecisions---intesive, selective and exclusive ditribution