International Marketing Note part 1 国际营销笔记第 1 部分

 

Term	Definition
Global Marketing Strategies	Marketing strategies could have much but basically according to 5p which is product, price, place, promotion, and people.   pricing According to the product positioning, pricing could be high or low which category the product into luxury or commercial.   Example, Price skimming/ Market penetration pricing/ Premium pricing/ Bundle pricing/ Value-based pricing/ Economy pricing/ Dynamic pricing     Product Relate with the physical characteristic of the product. The main core of the product will be the function, durability, packaging and etc.   Example, Market positioning strategies, product differentiation strategies, product quality strategies     People It refers to the company target audience, could be categorize with ages, gender, races, religion, income level and etc.   Example, Market segmentation strategies.     Promotion Communication between the company the consumer, it was about how to attract the consumer and meet the consumer want and preference.   Example, Public relations, bundle sales, advertising, personal selling, product giveaway, guerilla marketing     Places Refer to the accessibility of the product to the consumer. It also relates with the distribution channel and decide on how convenient that your consumer can reach your product which also mean that business coverage area.   Example, Entry strategies such as Franchising and licensing strategies/exclusive distribution strategies, selective or intensive distribution.
Global integration	Refer to the process that the same element of brand, product, strategies able to be use common in different countries which is one of the side effects of globalization.   What increase global integration?   Liberalization, privatization, and globalization (LPG) (LPG) 自由化、私有化和全球化 Improvement on communication technology 通讯技术的改进 Improvement on transportation/logistic technology 运输/物流技术的改进 Rapid Growing demand for international trading 国际交易需求快速增长 Productivity enhancement technology 生产力提升技术
Forces resulted increased global integration	·         Improvement of transportation technology ·         Improvement of information transfer technology (communication) ·         Product quality improve ·         Product development cost ·         Higher resources accessibility and availability ·         Bigger market scale ·         Capital liquidity increasing for international trading.