International Marketing

The subject of international marketing are the laws and the rule of law, international market development of relations, as well as the mechanism of their purpose with respect to the national and international environmental marketing environment in which it operates market entities.

In the global marketplace continues to grow substantially all state-in, and international companies belonging to this or that country in the future expect to get their share of the market.

The internal market is subject to an unprecedented invasion

As a result, Russian companies are developing international marketing

Principles and methods of international marketing

International marketing is международ.продит.современного state of the world community.

The main prerequisite of international marketing are:

- Independence of the state-in the international community;

- International and national law;

- The excess of demand over supply, saturation of the market with goods and services;

- Availability of national monetary systems;

- Developed market infrastructure;

- The growth of living standards, a number of structures, and therefore the growth in demand for food;

- The desire of organizations to expand foreign markets and increase profits;

- The development of cooperative production and delivery of services.

Mandatory requirement in terms of international marketing is the formation of the production programs and products on the basis of a detailed study of the needs of demand.

The basic principle of international marketing is to focus on the implementation of the requirements and wishes of the foreign consumers.

It follows a number of requirements:

1.Znat international market

2.Maximum adapt production requirements of the market

3.Vozdeystvovat to the market and consumer demand

4.Dobavit competitive advantage by improving the technical level and quality of

5.Okazyvat assistance reseller

6.Orientirovanie marketing strategy for the future.

Feature of international marketing is that foreign markets impose more stringent requirements for the quality of products offered, service, advertising service and a tougher competitive environment.

Without a good knowledge of the market can not provide a correct estimate of their export opportunities.

Since This assessment requires a comparison of the elements and requirements of the market, respectively, the parameters of the company.

Level of competition in the enterprise can be assessed against international counterparts.

The company that is planning to enter the international market must first choose a specific market in which it will focus its marketing efforts.

This enables exporters to reduce the number of potential markets.

The most important criteria in the international market is the product itself and the specific exporter.

With the development of the international market adhere to the following scheme:

1.The choice of the most favorable region of the country.

2.Opredelenie mode of presence in this market.

3.Opredelenie the offer in the context of goods, services and prices that are adapted to the different markets.

4.Opredelenie commercial policy, politics, marketing, communications and recruitment of sales personnel.

In international marketing requires a comprehensive account of all the property the main factors as general (market conditions) as well as the specific nature (especially customs regulation, the level of competition, legal requirements) that can determine the success / failure of the exporter in the foreign market.

The forms and methods of penetration of the international market

1.Metody penetration Intl th market

The company that is planning to enter the international market must first choose a specific market in which it will focus its marketing efforts and explore it.

Selecting the international market involves the study of three parameters:

1. The potential and the conditions of the market

2. The intensity of the use of methods of competition

3. Objectives and capabilities of the enterprise

The market potential is determined primarily by its capacity (development prospects, the availability of the penetration of foreign companies without excessive cost and time).

The main obstacles to businesses seeking to enter the foreign market are:

1. Customs barriers

2. Legal barriers

3. All kinds of non-tariff barriers

The intensity of the use of methods of competition. Necessary to determine:

- To identify the intensity of the action of competitors,

-Structure of the competition, they use techniques

-Establish the criteria of competitiveness - price, technical innovation, after-sales service.

Objectives and opportunities. At the beginning of the analysis should be the actual situation of the company in the foreign market. Identified the strengths and weaknesses of his activities. Then you define reserves the enterprise, which can be used both on the domestic and foreign market.

Planning out on int'l market enterprise can have quite different objectives:

- The conquest of strategic positions in those countries that are important markets and their potential

- The use of reduced prices in the manufacture and assembly

- The creation of standardization of goods,

- Introduction to the market of goods and services protected by protectionist measures,

- Experience of working hours, ________ penetrate from the 1st foreign market to another.

- To provide cost savings by increasing the level of activity in the markets of different countries.

Access to the international market of domestic enterprises requires a number of conditions:

1. Availability of appropriate financing of own and borrowed funds.

2. The concept of a product or service on which to build a commercial-economic activities of the enterprise

3. Quality products that meet the quality of the goods of foreign firms

4. Price, satisfying the customer, sootvetstv.stran.

5. Pre-sale preparation of goods and after-sales service.

7. Ability to establish relationships with the political authorities, public opinion and the press.

The development of methods to enter the foreign market is held in the majority of cases the following steps:

1. Export earnings, before one-off, and then long-term contracts between firms in different countries

2. Joint statement on the world market, in some cases characterized by the formation of consortia, associations of financial and commercial transactions

3. International technology transfer

4. Joint venturing

5. Direct investment

The easiest access to the international market is exported. Depending on the origin of exported goods, the following types of export:

export of foreign goods after their processing in the country under customs control.

The export of goods previously imported, but not subject to processing (re-export).

The export of foreign goods have passed in transit through a country without placing in a customs warehouse.

Distinguish between direct and indirect exports.

Direct involves either a direct part of the enterprise - manufacturer of export operations, or participation by relevant offices abroad.

Indirect exports - is the transfer of ownership and risk of the intermediary who sells goods on the foreign market.

Direct export is appropriate for industrial goods, the supply of goods within the framework of inter-governmental purposes.

Features of the government of the country where the regime assumed these supplies. Should be the procedure of registration, existence of an agreement between the two countries for the avoidance of the 2nd collection of taxes.

Indirect exporting involves promotion of products abroad through foreign intermediary organizations which include wholesalers, agents of exporters and importers, retailers.

Marketing and Society

Organization, enterprise shared social responsibility, aware of her to the community in which they operate.

Organization of movement of citizens and the state's enforcement of empowerment and influence buyers against sellers. Called consumerism.

It originated in the United States. Kennedy. 4 Key after 7:

Select items to meet their basic needs in a sufficient variety of offers at competitive prices and with the organization of a monopolistic influence on the consumer.

The right to security of the goods and their operation in strict accordance with the offer the seller.

The right to be informed about the most important characteristics of the product to facilitate the sale, guarantees, etc., to help the consumer to make a reasonable choice or decision.

The right to protection from substandard goods and damages associated with their implementation.

The right to be heard and to get support for the protection of their interests in the state's and public bodies.

Eligibility for consumer education, acquiring a comprehensive knowledge and skills to facilitate consumer decision making.

The right to a healthy environment, do not pose a health risk and a decent life for present and future generations.