Marketing Mix Choices in International Marketing

Study Notes

Marketing Mix Choices in International Marketing

The marketing mix includes product, price, promotion, brand, and distribution strategies for international businesses.

Product Policy

Decisions regarding product policy determine whether to standardize the marketing mix or adapt it for foreign markets.
Alterations may incur additional costs, which need to be weighed against potential gains.
Reasons for product modifications include:
- Legal reasons: Variations in health and safety regulations, packaging laws (e.g., cigarette warnings in Germany).
- Cultural reasons: Local preferences may require adapting products to fit tastes (e.g., car sizes popular in the U.S. vs. Germany).
- Economic reasons: Product affordability based on consumer incomes and local infrastructure (e.g., offering basic refrigerator models in developing countries).

Pricing Strategy

Pricing reflects the entire supply chain costs and local price acceptability.
Factors influencing pricing include:
- Government influences: Regulations like price ceilings and high taxes (e.g., pharmaceuticals and fuel prices differ by country).
- Market characteristics: Price elasticity and competitive landscape in differing countries.
- Export prices: Transport, tariffs, and taxes can inflate product costs, impacting pricing strategies.
- Currency fluctuations: Price adjustments may be necessary due to unstable local currencies, complicating pricing for consumers.
- Price negotiation habits: Cultural norms regarding pricing can influence strategy; some markets favor fixed prices while others promote bargaining.
- Relationships with suppliers: Strong positions with suppliers can yield better pricing and increased competitiveness.

Promotion Strategy

Push and pull strategies are key promotional approaches:
- Push strategies: Focus on direct selling methods (e.g., sales personnel) and are used when advertising is limited.
- Pull strategies: Use indirect methods (e.g., TV ads) and work better in self-service markets where product price is less critical.
Cultural differences affect promotional tactics, including language considerations and local customs (e.g., cigarette advertisements are banned in many countries).
Humor and idioms vary across cultures, necessitating careful adaptation of promotional content.

Branding Strategy

Companies must decide on uniform branding versus localized branding in international markets.
Examples:
- Sony uses a global brand for its products, while Apple operates under a family brand with recognizable product names.
- Brand names may carry different meanings across cultures, necessitating thorough market analysis to avoid misunderstandings (e.g., Coca-Cola's branding differences).

Distribution Strategy

Distribution strategies must navigate varying infrastructures and regional differences in countries.
Distribution entails transporting products from production to consumers, often requiring partnerships with local distributors.
E-commerce impacts distribution, with expectations for quick delivery complicating logistics, particularly in developing regions.
Companies must consider internal versus external distribution methods based on product complexity and required after-sales services (e.g., food industry relies on internal distribution for freshness).
After-sales support is crucial for products like luxury cars; reliable systems for spare parts can enhance reputation and market share (e.g., Toyota in Africa).

Description

This quiz covers the critical marketing mix choices faced by companies engaging in international business. Key elements such as product, price, promotion, branding, and distribution are analyzed to understand their impact on market entry strategies. Dive into the intricacies of product policy and standardized marketing approaches in foreign markets.