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By N2H

Marketing Mix: Marketing Program (The 4 Ps) Marketingmix: Marketing Program (4 Ps)

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Marketing Mix: Marketing Program (The 4 Ps) Marketingmix: Marketing Program (4 Ps)

International organizations must decide how much to adopt their marketing strategy to local conditions. Internationale organisationer skal beslutte, hvor meget til at vedtage deres markedsføring strategi til lokale forhold. At one extreme are organizations that use a globally standardized marketing mix worldwide. I den ene ekstrem er organisationer, der bruger en globalt standardiseret marketing-mix i hele verden.

Standardisation of the product, advertising and distribution channels promise low cost. Standardisering af produktet, reklame og distributionskanaler lover lave omkostninger. At the other extreme is an adapted marketing mix where the producer adjusts the marketing mix elements to each target market. På den anden yderlighed er en tilpasset marketing mix, hvor producenten justerer marketing mix elementer til hver enkelt målgruppe.

Most brands are adapted to some extent. De fleste mærker er tilpasset til en vis grad. These marketing mix ie product, promotion, price, place (distribution channels) Disse marketing mix dvs produkt, markedsføring, pris, sted (distributionskanaler)

1) Product: 1) Produkt:

There are 5 distinguished adoption strategies of product and promotion to a foreign market. Der er 5 skelnes vedtagelsen strategier for produkt-og forfremmelse til et udenlandsk marked. These are indicated below: Disse er angivet nedenfor:

a) In straight extension , it means that a product is introduced into a foreign market without any change to it. a) I lige forlængelse, betyder det, at et produkt er indført i et fremmed marked uden nogen ændring til det. This has been successful with cameras, electronics and machine tools, but disastrous with food products Dette har haft succes med kameraer, elektronik og værktøjsmaskiner, men katastrofalt med fødevarer

Straight extension is tempting because it involves no additional R&D expenses, manufacturing, retraining, or promotional modification, but it can be costly in the long run. Straight udvidelse er fristende, fordi den indebærer ingen yderligere F & U-udgifter, fremstilling, omskoling eller salgsfremmende ændring, men det kan være dyrt i det lange løb.

b) Product adaptation: In this strategy, you alter the product to meet local conditions or preferences. b) Produktplacering tilpasning: I denne strategi, kan du ændre det produkt, der opfylder de lokale betingelser eller præferencer. There are several levels of adaptation, a company can produce an (i) regional version of its product eg NOKIA customized its 6100 series for its every market (major market) Der er flere niveauer af tilpasning, en virksomhed kan producere en (i) regional version af sit produkt f.eks NOKIA tilpasset sin 6100-udgaven for sin hvert marked (større marked)

(ii) A country version (ii) Et land version

(iii) A city version (iii) En by version

(iv) Retailer version (iv) Modellering version

c)Product Invention: This involves creating something new. c) Produkt opfindelsen: Det drejer sig om at skabe noget nyt. It can take 2 forms backward invention ie re-introducing earlier product forms that are well adapted to foreign country’s needs. Det kan tage 2 former tilbagestående opfindelse dvs. genindførelse af tidligere former for produkter, der er godt tilpasset til udenlandske lands behov.

Forward invention, ie creating a new product to meet the needs in another country. Frem opfindelse, nemlig at skabe et nyt produkt til at opfylde behovene i et andet land. Product invention is costly strategy, but payoffs can be great particularly if a company can portray a product innovation to other countries. Produkt opfindelse er dyrt strategi, men udbetaling kan være fantastisk, især hvis et selskab kan skildre en produktinnovation til andre lande.

2. 2. Promotion: Markedsføring:

Companies can run the same advertising and promotion campaigns used in the home market or change them for each local market. Firmaer kan køre den samme reklame-og salgsfremstød bruges i hjemmet marked eller ændre dem for hvert lokale marked. This process is called communication adaptation. Denne proces kaldes kommunikation tilpasning. If it adapts both product and communication, the company engages in dual adaptation. Hvis det tilpasser både produkt og kommunikation, selskabet driver dobbelt tilpasning.

One can use the same message everywhere varying only the language, name and colours to fit into particular foreign markets. Man kan bruge den samme budskab overalt varierende kun det sprog, navn og farver til at passe ind i særdeleshed udenlandske markeder. Second, one can use the same theme globally but adapt the copy to each local market. Andet kan man bruge det samme tema globalt, men tilpasse genpart til hver lokale marked.

Thirdly one can use an approach that consist of developing a global pool of ads from which each country selects the most appropriate eg Cocacola. Det tredje kan man bruge en fremgangsmåde, der består af at udvikle en samlet pulje af annoncer fra hvor hvert land udvælger den mest hensigtsmæssige f.eks CocaCola.

Fourthly one can allow the country managers to create their own country specific ads within guidelines. Det fjerde kan man tillade landets ledere til at oprette deres eget land specifikke annoncer inden for retningslinjerne.

3. 3. Price: Pris:

Multinationals face several pricing problems when selling abroad. Multinationale selskaber står over for flere pricing problemer, når de sælger til udlandet. These are: Disse er:

a) Price escalation problem : a Mercedes may sell for about $10,000 in US but it will cost over 7 million in Kenya, this is because of cost of transportation, tariffs, importer margin, wholesaler margin and retailer margin to its factory price. a) Pris eskalerende problem: en Mercedes kan sælge for omkring $ 10.000 i USA, men det vil koste over 7 millioner i Kenya, er dette på grund af omkostninger til transport, takster, importør margen, grossist margen og detailhandler margin til sin fabrik pris.

Because of the cost escalation, organizations face the problem of how to set prices in different countries. På grund af omkostningerne optrapning, organisationer står over for problemet om, hvordan man skal fastsætte priser i forskellige lande. Organisations have 3 choices Organisationer har 3 valg

- Set uniform prices everywhere: This strategy would result in prices being high in poor countries and not high enough in the rich countries. -- Fastsættelse af ensartede priser overalt: Denne strategi vil resultere i priserne er høje i fattige lande og ikke højt nok i de rige lande.

- Set a market based price in each country: This strategy would force an organization to change what each country can afford. -- Fastsættelse af et marked baseret prisen i hvert enkelt land: Denne strategi ville tvinge en organisation til at ændre, hvad hvert land har råd til. It ignores differences in the actual costs from country to country and it can make intermediaries to re-ship the products to high price countries. Det ignorerer forskelle i de faktiske omkostninger fra land til land, og det kan gøre formidlere til at re-skib produkter til høj pris lande.

- Set a cost based on each country: Here an organization would use standard markup of its cost everywhere. -- Fastsættelse af en udgift bygger på det enkelte land: Her er en organisation ville bruge standard markup af sine omkostninger overalt.

b) Another problem would be when an organization sets a transfer price (ie the price it charges another unit in the organization) for goods it strips to its foreign subsidiaries. b) Et andet problem ville være, når en organisation fastsætter en overførsel pris (dvs. den pris, det afgifter en anden enhed i organisationen) for varer det bånd til sine udenlandske datterselskaber. If an organization charges too high to its subsidiary it may end up paying high tariffs and if a company charges too low a price it can be charged with dumping. Hvis en organisation gebyrer for højt til sit datterselskab kan det ende med at betale høje toldsatser og hvis et selskab gebyrer for lav en pris, det kan oplades med dumping.

c) Dumping is another problem , it occurs when an organization charges either less that its cost or less than it charges in its home market in order to enter or win the market. c) Dumping er et andet problem, det forekommer, når en organisation afgifter enten mindre, at dens omkostninger eller mindre, end de afgifter i sit hjemmemarked for at komme ind på eller vinde markedet.

4) Place (Distribution Channels): 4) Sted (distributionskanaler):

A multinational organization should pay attention to how the product moves within the foreign country. En multinational organisation bør være opmærksomme på, hvordan produktet bevæger sig inden for fremmed land. This distribution channel involves 3 steps. Denne distributionskanal omfatter 3 trin.

The first link is the sellers international market headquarters where decision of channels and other marketing mix elements are made. Det første link er sælgerne internationale marked hovedkvarter, hvor afgørelsen af kanaler og andre marketing-mix elementer er foretaget.

The 2 ^nd link is the channel between nations, this involves getting the products to the borders of the foreign nation. De 2 ^nd link er kanalen mellem nationer, dette indebærer at få produkterne til grænserne af den udenlandske nation. The decision made include the type of intermediaries (agents, trading companies) that will be used, the type of transportation (air, sea) and financing and risk arrangements. Beslutningen gjort omfatte den type af mellemhandlere (agenter, handel selskaber), der vil blive anvendt, hvilken type transport (luft, sø) og finansiering og risikovillig ordninger.

The 3 ^rd link is channel within foreign nations. De 3 ^rd link er kanal inden for udenrigs-nationer. This involves getting the product from their entry points to final buyers and users. Det drejer sig om at få produktet fra deres indrejse point til de endelige købere og brugere.

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