International Marketing Strategies

The phenomenon where increased production results in lower costs per unit due to the wider distribution of fixed costs.

Costs that remain constant regardless of production volume, such as infrastructure.

Universal Mobile Telecommunication System; a mobile network standard with faster data transfer compared to GSM.

Expanding business operations into multiple national markets.

The expenses associated with acquiring or creating infrastructure in different markets, like buying or constructing buildings.

The funding put toward investigating and developing new technologies or production methods, increasing with business growth.

A specific region or country where a company operates.

The companies that provide mobile telecommunication services.

LTE provides data rates in the hundreds of megabits per second, significantly faster than UMTS (14 megabits per second).

The sharing of information and goods across national borders, crucial for understanding consumer preferences.

Individual choices and tastes, especially regarding products or services.

The increasing similarity of consumer needs and desires across countries, leading to standardization.

The process of making information uniform across different markets, due to similar consumer needs.

The need for companies to plan, collect, analyze, and distribute information globally when managing international marketing.

Consumers and companies can access information on suppliers, prices, and quality differences by using available information.

Managing and collecting information across international markets is essential for effective international marketing and to effectively serve customers.

Information about competitors' actions, including their strategies, pricing, and market entry.

Expanding business operations into multiple countries.

How the actions of companies in one country can influence business in other countries.

Groups of companies that work together or compete with each other across national markets.

The ability of a company to make independent decisions about their business operations.

The process of adapting marketing strategies for different countries and cultures.

Challenges faced by companies operating in international markets.

Analyzing the nature and extent of competition in international markets, especially when dealing with complex alliances and rivals.

Expanding business operations beyond national borders, leading to a change in scope and increased complexity, risk, and potential for success.

Elements influencing international marketing strategies, including technological advancements, political-legal regulations, and socio-cultural differences.

The balance between using consistent marketing strategies across different countries and tailoring them to each specific market's needs and preferences.

Dividing global customers into groups based on shared characteristics (like demographics, needs, or behavior) to target marketing efforts effectively.

The moment a company chooses to enter a new international market, which can significantly influence its success.

Analyzing how individuals and organizations make purchasing decisions in different countries, considering their socio-economic context and values.

The practice of managing purchasing decisions from a central point, relevant when businesses operate across multiple countries.

The difference between segmenting customers based on national borders and applying a broader perspective that considers global similarities and differences.

Global market segmentation groups consumers based on common characteristics across countries. This is done using sociodemographic factors like age, income, and lifestyle.

Instead of just age or income, lifestyle segmentation groups consumers based on their values, attitudes, and purchasing habits.

This segmentation approach allows companies to target specific groups across countries who share similar lifestyles and respond similarly to marketing efforts.

A global study that analyses consumer lifestyles worldwide, identifying eight distinct lifestyle segments.

A study that analyzed consumer lifestyles specifically within Europe, serving as the foundation for the later global 'Roper Consumer Styles' study.

Launching a brand like 'Mini' allowed BMW to enter a new market segment without affecting the perception of their existing brand.

Simple segmentation uses single factors like age, while multi-dimensional approaches use a combination of factors like lifestyle.

Lifestyles are complex patterns influenced by values, attitudes, and personality that result in specific purchasing habits.

Entering new markets sequentially, one after another, often based on past market successes.

Entering multiple international markets simultaneously, often with a global launch.

Being the first company to enter a new market, establishing brand recognition and market share.

Entering a market after competitors have established themselves, learning from their experiences and minimizing risk.

Risks include competitors introducing imitation products in unexplored markets and potentially making wrong decisions about new market entry.

Benefits include early entry into new markets, reducing the chance of product obsolescence, and building entry barriers.

This strategy requires significant financial resources, more personnel, and greater coordination.

Strategies for entering specific national markets, either as a pioneer or a follower, each with its own advantages and disadvantages.