Pemasaran Internasional dalam Mata Kuliah Bisnis Internasional

Summary

This lecture on International Business Marketing explores key aspects of global marketing strategies. It covers the stages companies go through in becoming international, from foreign marketing to global operations. The lecture highlights the importance of standardization versus customization in product marketing, pricing strategies, and promotional activities. It also addresses challenges companies face in entering new international markets, including cultural, political, legal, and economic differences. Key topics include product policy, pricing strategies, promotional techniques, and distribution channels, providing a comprehensive overview of the complexities of international marketing.

Takeaways

• 😀 International marketing refers to strategies companies use to market their products or services across different countries and cultures.
• 😀 The stages of becoming an international company include identifying the right markets, preparing products for local needs, and adapting marketing strategies accordingly.
• 😀 Global marketing strategies can either focus on standardization (offering the same product globally) or customization (adapting products to local preferences).
• 😀 Key marketing strategies for international success include differentiation, cost leadership, and focusing on niche markets.
• 😀 The marketing mix (4Ps) – product, price, promotion, and place – needs to be adjusted based on the specific market conditions in each country.
• 😀 Legal and cultural considerations are crucial in international marketing, as businesses must adapt to different legal frameworks and cultural norms.
• 😀 Distribution channels in international markets can range from direct sales to complex networks involving wholesalers and retailers.
• 😀 Longer distribution channels may include multiple intermediaries, such as wholesalers and retailers, which can increase the complexity and reduce the profit margin for companies.
• 😀 Short distribution channels (direct sales) are simpler and offer higher profit margins since the company deals directly with end consumers.
• 😀 Companies need to be flexible and consider factors like market concentration, consumer behavior, and the presence of major retailers when choosing their distribution channels.
• 😀 International marketing can be challenging due to the need to balance between local responsiveness and global integration, especially when handling distribution and promotional activities.

Q & A

What is International Marketing?

International Marketing refers to the process of planning and executing the conception, pricing, promotion, and distribution of goods and services to meet both individual and organizational objectives in foreign markets.

What are the stages a company goes through to become an international business?

The stages are: 1) No Foreign Marketing, 2) Infrequent Foreign Marketing, 3) Regular Foreign Marketing, and 4) Global Marketing Operations.

What does the concept of 'Think globally, act locally' mean in international marketing?

'Think globally, act locally' means that companies should have a global vision but adapt their strategies and tactics to local market conditions and consumer preferences to remain competitive.

What are the two main approaches companies use when adapting their products for international markets?

The two approaches are standardization, where companies offer the same product worldwide to reduce costs, and customization, where companies adapt their products to meet the specific needs of local markets.

What is the difference between standard pricing and dual pricing in international markets?

Standard pricing involves setting a fixed price for a product across all markets, while dual pricing applies different prices in domestic and international markets, often due to varying costs and market conditions.

Why is promotion important in international marketing?

Promotion is crucial because it helps companies communicate the benefits of their products in different cultural contexts, ensuring the message resonates with local consumers while overcoming language and legal barriers.

What are the challenges of managing distribution channels in international markets?

Challenges include selecting the right distribution channels, managing logistics across borders, and adapting to local market conditions, which can vary greatly depending on retail concentration, economic infrastructure, and regulatory requirements.

What is the role of wholesalers in the international distribution process?

Wholesalers act as intermediaries who buy products from manufacturers and sell them to retailers or other wholesalers. They help companies reach broader markets, particularly in countries with low retail concentration.

What is the advantage of a direct sales distribution channel?

Direct sales allow producers to bypass intermediaries, giving them more control over pricing and customer relationships. It also shortens the supply chain, which can lead to faster delivery and more personalized service.

How does market concentration influence distribution strategies in international markets?

In highly concentrated markets with a few large retailers, it is easier for companies to work with those retailers directly. However, in markets with many small retailers, it becomes more complex, and companies may need to rely on wholesalers to distribute their products efficiently.