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International Marketing Management and Principles of Marketing

Contents Task 1: Principles of Marketing LO 1 ............................................................................................................ 4 1.1: Explain the elements of the marketing concept and process .............................................................. 4 Marketing .................................................................................................................................................... 4 The Marketing Process ................................................................................................................................ 5 Simple Marketing Concepts ......................................................................................................................... 5 1.2: Analyze the benefits and costs of marketing orientation for a selected organization .......................... 6 SWOT analysis ............................................................................................................................................. 6 Marketing audit ........................................................................................................................................... 7 Macro-environmental Analysis .................................................................................................................... 7 International Marketing Management LO 1 ................................................................................................ 9 1.2: Use PESTEL to analyze a chosen foreign market ................................................................................... 9 Competitor advantage and analysis ............................................................................................................ 9 Principles of Marketing LO 3 ...................................................................................................................... 11 3.1: Analyze macro- and micro-economic factors which influence marketing decisions for a chosen scenario ..................................................................................................................................................... 11 3.2: The criteria of segmentation to be used for products in different markets ........................................ 12 Segmentation ............................................................................................................................................ 12 Macro analysis ........................................................................................................................................... 12 3.3: Identify and describe a targeting and positioning strategy for a selected product/service ................ 12 Target Market ............................................................................................................................................ 12 Task 2: International Marketing Management LO 1, LO 2 ......................................................................... 14 Understanding international customers .................................................................................................... 14 International Marketing ............................................................................................................................ 14 2.2: Evaluate a foreign target market for identified products/services ..................................................... 16 International distribution decisions ........................................................................................................... 16 2.3: Describe and choose channels for distributing identified products/services to an export market ..... 19 Indirect exporting ...................................................................................................................................... 19 Direct exporting ......................................................................................................................................... 19

Task 3: International Marketing Management LO 3 .................................................................................. 20 3.1: Produce international marketing objectives ....................................................................................... 20 Marketing mix ........................................................................................................................................... 21 Product, Price, Promotion, Place ............................................................................................................... 21 B2C AND B2B MARKETS ............................................................................................................................. 22 References ................................................................................................................................................. 23

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You have followed the marking criteria to form the structure of the report, however you have follow the structure given on page 4 of the brief. Introduction Task 1: Principles of Marketing LO 1 1.1: Explain the elements of the marketing concept and process Marketing Marketing is considered to be identifying the needs and wants of the customers, the useful goods or service is being provided to these customers to retain customer loyalty. The main idea of marketing is to understand the insight of the customers and to provide the consumers the desire level of satisfaction. “Set of institutions and processes for creating, communicating, delivering and exchanging products of value for customers, clients, partners and society at large. Firms with a market orientation perform better than firms without a market orientation. They have better profits, sales volumes, return on investment and market share. Marketers must learn about the needs and wants of customers. This is an ongoing process as customer preferences are continually evolving. The best marketers are able to offer something that is unique or special to customers e.g. I pad”. “An example of marketing in action is Apple Ltd creating customer delight via market orientation i.e. a focus on the customer. Moreover, with a clear focus on New Product Analysis coupled by market research the company is able to achieve this objective. Apple has better profits, sales volume return on investment and market share. The marketer has adopted marketing thinking via mutually beneficial exchange with value creation for all parties, both parties expectations being met and both parties benefit from the transaction”. “Ethics is a set of moral principles that guide attitudes and behavior. Corporate Social Responsibility is the material fact that businesses have a duty to act in the best interests of the society that sustains them. They are obliged to act ethically, within the law and fulfill requirements such as philanthropy, protecting the natural environment, providing products that benefit society and generating employment and wealth. Qantas’s corporate social responsibility (‘the spirit of Australia’) is used as leverage to earn more cash money via support of community organizations such as Clean up Australia, Land Care and the Prime Minister’s Disability Awards. The marketing organization has not fulfilled its obligations to all stakeholders if it merely acts within the law”.

The Marketing Process ( you have to describe the steps involved in the marketing process like situation analysis, competitor analysis and so on) “The marketing process involves answering two questions. The first question is what customers we serve (market segmentation and targeting). The second question is how we best serve targeted customers (differentiation and positioning)”. (Woodall, 2007) Simple Marketing Concepts - “Needs, wants and demands – products as bundles of benefits, look for best value for money”.  Needs – things that are vital for survival e.g. housing, food and water.  Wants – a non-necessary desire e.g. designer clothes and perfume.  Demands – wants backed by buying power - Products – “offered to market to satisfy need or want”. (e.g. goods, experiences, place, information) - Value, satisfaction and quality  Value – customer’s overall perception of the utility of a product based on what is received and what is given. Utility is the usefulness of a product. V = Quality/ Price = Benefits expected/ benefits received  Customer satisfaction – extent to which perceived performance meets expectations  Quality – how well products satisfies want - Exchange, transactions and relationships  Exchange – the mutually beneficial transfer of products of value between buyer and seller. It involves: 1. value creation for all parties 2. both parties benefit from the transaction 3. Both parties expectations must be met e.g. quality and price. An example of an exchange is the Cancer Council Australia runs Television advertisements encouraging people to protect their skin from sun damage. People become aware that they should wear protective clothing when in the sun. The Cancer Council meets its objectives because more people are wearing protective clothing when in the sun. Long term benefits will arise for society as the rate of skin cancer drops for the Australian population. Transaction – marketing’s unit of measurement; trade of value

A market is a group of customers with heterogeneous needs and wants e.g. Geographic markets (China, Australia and the UK), Demographic markets (Baby boomers, Gen X and Gen Y) and Product markets (water bottle and pain killer). 1.2: Analyze the benefits and costs of marketing orientation for a selected organization ( You have to define the benefits and cost of market orentaion) SWOT analysis Strength The main strengths of BHC are as follows: a) Products are FDA certified so good repeat business with high quality products. b) BHC is the only sole wholesale in Singapore. c) Financial support and free consultation are provided by Re-Vita Mfg. Co. Inc. d) Have an official web site allow the retailers to purchase online even during off office hours. e) Products can be delivery in 24 hours after the retailers place the order. BHC will hire a team of workers for delivery in nighttime. Weaknesses The great weaknesses of BHC include: a) Limited fund faces by the BHC. BHC cannot afford expensive advertising or campaigns. b) A number of staff is small. c) MCH cannot offer bulk discount to the retailers.

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Opportunities The main opportunities of BHC are as follows: a) Consumers demand for good quality health food products. b) Estimate 4.6 million of potential customers based on the total population. c) Offer alternatives for consumers to choose better quality products. Threats The major BHC threats are going to face include: a) Consumers may not accept the new products since they have been consuming the existing products for a long period. b) The local retailers might reject our products because BHC is new in the local market. c) Indirectly create competition with the local drug stores or small pharmacy stores. Marketing audit Market Definition The current market for pharmaceutical business in Singapore is very competitive. “At present, seven of the world’s Top 10 pharmaceutical companies have either a manufacturing base or representative office in Singapore.” Guardian Pharmacy dominates the local retailing sector. It increased its store to 107 after acquiring Apex Pharmacy. Macro-environmental Analysis Economic Analysis Recently economy in Singapore struck heavily by SARs disease and has many impacts to the local industries, especially tourism industries and Singapore Airline. “A sharp 4.3% drop in GDP was

recorded in the second quarter, with SARS having a far greater impact than expected.” 2. As the same, unemployment rate increased tremendously compared with before SARs disease. Due to the SARs disease, the public have become more health consciousness. This directly increases opportunity for BHC to open market in Singapore since it segments those consumers concern about their health. Industry Analysis The pharmaceutical industries are growing very fast for the past few years in the Singapore. Singapore’s government always welcomes foreign pharmaceutical companies to set up new branches or factories in Singapore. ”Singapore’s vision to attract the pharmaceutical companies here to conduct research and development and not just manufacturing has met with mixed reactions from the industry.” 3 Socio-Cultural Analysis The Singaporeans are willing to accept new products provided the products can meet the demand of the consumers. The recent outbreak of SARs has led to an increased in the level awareness among Singaporeans. ”There is a growing awareness and interest in leading a healthy lifestyle among Singaporeans, thus driving the demand for health supplements and health-related enhancement products.” (Wierenga, 2002) Marketing Survey After the advertising in conjunction with sales promotion after one month, a survey conducts through telephone calls. Call up three hundred random selected local consumers from local telephone daily. The purpose of this survey is to know the products awareness among the consumers and help BHC in the next move. International Marketing Management LO 1 1.2: Use PESTEL to analyze a chosen foreign market ( discuss the Pestle of a forigen market) Costs and benefits of marketing

Competitor advantage and analysis Competitors As mentioned before the local retailing pharmaceutical business is monopolized by Guardian Pharmacy but BHC will use it as a tool to enter the market since this giant retailer also sell the same line of the products in different brands. BHC major competitors will be Earthrise and Mother Nature Health Product Pty Ltd. Both competitors produce their own products and distribute through office representatives in Singapore e.g. Guardian Pharmacy is one of the Mother Nature Health representative. Earthrise Earthrise is a U.S. Based Company. It has the first and largest USA Spirulina farm California State. The Earthrise Spirulina has already been in the Singapore market for a number of years. One advantage of this company is the product can be purchase online through Health-Heaven Singapore's Online Super food Store web site. If the order quantity of the product meets the company condition, free delivery offers to the consumer. “Mother Nature Health Product Pty Ltd” “The “Mother Nature Brand” has traded in the marketplace for nearly twenty years. It involves in product research, development, production, and marketing for nutriceutical products on a global basis. In year 1998, this company expanded the business to overseas. Now in Singapore, the company set up office representatives and Guardian Pharmacy is one of the representatives. Relationship management and marketing The ideal customer will be between the ages of 30 to 70 who will be Computer literate, Internet Savvy, and have been divorced or widowed looking to be involved in a new relationship. They would have gone through the various stages of grief and mourning, and am now ready to open up to a new beginning. They will come from different backgrounds, living anywhere in the United States or in Europe. They will have access to their own personal computer, smart phones, and come from various classes of income. They are looking for and wanting to start the stage of meeting and finding real genuine friendships. They will come from diverse backgrounds, ethnic groups, and ages. They may also be a bit hesitant to want to start another relationship, but will know that they have an opportunity to experience a life of love, romance and friendship (Allan, 2009). After the loss of someone special, it is a wonderful experience to find love again. It is very possible to find a new and lasting love and feel whole all over again (Gray, 2011). Initially upon launching the site I would want to have some surveys where I can interact with the

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customers via email and social media to find out some of their needs and wants. I advertise heavily during the late night hours between 11:00pm to 2:00am. At this hour, this group of people are normally not sleeping, not out partying, reading books, or surfing the web. So, I would want to capture their imagination with maybe a commercial with various scenarios with people getting together with the same interests and hobbies. Hopefully, this will inspire them to be more adventurous, caring, and want to live life to the fullest. My company will not be pushing for love, but to enjoy life with people that have common interests and who knows where this may lead to? There will always be a market for this type of forum. In Western European countries, women have been living longer than men, primarily because they don’t share some of the same risky lifestyles that men do. Some men tend to drink more than women, drive faster, and even find themselves in fights more often than women ("Women 'outliving men worldwide'," 2006). Also, the divorce rate is up to about 3.4 per 1, 000 of the population which very well can be a good indication of the need for the certain market of people that I am after ("Marriage and divorce"). Using data that can be easily collected via the BHC credit and premium club cards (Money. Marks and Spencer, 2011) and their cash registers, the retailer can identify the amount, type and frequency of purchases made by individuals. Based on that info BHC can mail out special discounts or VIP invitations to the new season’s clothing. * Sustaining high level of customer satisfaction. It is important to know that the customer is satisfied by the customer service they receive and to ensure the in store employees have the proper knowledge and training to accommodate and satisfy customer needs. If negative feedback is received it is important to rectify as it is quite detrimental. Positive word of mouth is essential and is more so now as consumers have access to the internet where they can easily express themselves while remaining anonymous. * Maintaining a constant relationship goes a long way in this environment; as soon as a consumer has felt appreciated they become loyal which automatically secures the retailer’s position in the consumer’s mind as the place to go to shop. * Leveraging current CSR practices. BHC has developed an image of trust and a relationship of respect with this segment and continues to do so with its CSR practices (Corporate. Marks and Spencer, 2011). This instills in the segments BHC’s mission to offer quality, value, service, trust and innovation.

Principles of Marketing LO 3 3.1: Analyze macro- and micro-economic factors which influence marketing decisions for a chosen scenario Changing perspectives from domestic to foreign markets PESTEL Analysis Political “In Singapore, there is a regulation to reduce piracy. The implementation of strong regulations to reduce piracy rates is particularly crucial in Asia region include Singapore with emerging markets with huge potential, but unfortunately with a dampener on sales of bags and accessories as a result of uncontrolled piracy. Besides that, Association of Southeast Asian Nations (ASEANS) represents the Singapore’s main free trade removing all barriers reassuring western companies, including LVMH to make way into starting business in Singapore”. Economic Increasing in purchasing power will lead to more desire needs for luxury goods which is a positive sign for BHC. For an example, when the economy is recovering from a crisis, implement a positive outlook in consumer behavior and hence possible increased sales for BHC. As a developing country, Singapore provides high opportunity for branded product as people starting to appreciate and value luxury and high quality product. 3.2: The criteria of segmentation to be used for products in different markets. Segmentation The segmentation of market According to the statistic, the current population in Singapore almost reaches 4.6 million in year 2003. The following lists the age groups and ethnic groups of the total population. [pic]

BHC will segment consumers at the age group between 15 to 64 years old. This is the age group with most purchasing power and is the largest group of population cover up to 75.5% of the total population. Customers Needs and Requirements The awareness of the health among Singaporeans after SARs disease increased tremendously recently following the SARs outbreak recently. Today, the consumers desire healthy lifestyle. The local consumers require good quality health food products with reasonable prices. Macro analysis Then after, associate analyzed the macro-environmental in Singapore. Associate has found out pharmaceutical industry is growing rapidly. Furthermore, associate also studied the current market situation before come with a plan to introduce the new products in Singapore. Associate tried to understand the demanding of the health products in Singapore and found out the major competitors in the same of the products. At the same, associate planned is to segment age group according to the statistic. 3.3: Identify and describe a targeting and positioning strategy for a selected product/service Target Market BHC will segment those prospects are health consciousness through consuming of health food products in order to improve better health living standard. Positioning BHC will be positioned benefits of the products to the customers. This will differentiate BHC products from other products in the same line. The aim of BHC offers better quality and safety products for consumers. Product Strategy As pointed out before both BHC products have received approval from FDA and safe to use. In addition, BHC is the only sole wholesaler importing products from Re-vita manufacturer in Singapore.

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BHC believes that excellent products with good marketing strategy can easily enter the Singapore market. BHC to bring the products to the public will conduct several marketing functions. Branding Strategy Branding is not only getting the target market to choose BHC over the competition, but it helps the prospects to see BHC is one of companies could provide good health food products to them. Packaging Strategy Nowadays, packaging not only prevent product from oxidation, deterioration or loss of flavor but also become a medium for branding. BHC will pack both liquid spirulina and propolis in such a way easy to identify by the consumers and differentiate it from other branded products. Clear product information provides. Price Strategy BHC will apply customer-based pricing. BHC will always consider offer products at the prices acceptable and affordable by consumers. Price is an important issue to determine the future of repeat business. BHC will offer products at discount prices in the price strategy. Additionally, those retailers order in big volume will receive discount. Distribution Strategy As mentioned before, BHC will distribute through retailers. A good relationship between retailers and BHC is importance towards successful of the products movement. A group of sales team will be recruited to visit those potential retailers e.g. supermarkets, Chinese Drug Stores and private clinics. Advertising Strategy BHC will advertise products though local newspapers e.g. The Strait Times. Besides using press advertising, flyers will be distribution in conjunction with sales promotion. In addition, BHC will use internet as a tool to advertise products. Furthermore, distribution of free products samples will also use part of the advertising strategy. The aims of advertising are to create BHC products awareness among consumers and where the products buy from BHC appoints retailers. Sales Promotion Strategy

In conjunction with advertising strategy, BHC will conduct the Products display at major shopping malls, supermarkets to achieve better display impact. The objectives of sales promotion are to educate consumers on product usage, influence and let the new consumers to test the products. In order to stimulate the sales, free promotional gifts will accompany with products offer to both retailers and consumers. Publicity and Public Relations Strategy While advertising helps BHC to increase awareness about the benefits of products, public relations use to promote positive attitude about the company. The Public relation promotional message focused on the image of company and highlighted the fact that BHC also care about the society through participation in charity activities. BHC encourages its employees to become involved in local charity activities. In addition, BHC will sponsor local primary school soccer teams. Task 2: International Marketing Management LO 1, LO 2 Understanding international customers International Marketing Introduction “Dramatic world economic changes in the new millennium, such as the new euro currency, the Asian economic downturn, instantaneous flows of capital, new international conglomerates, and the growth of the Internet, are resulting in new ways of managing international marketing operations. These changes are having profound impacts on international marketing management, including increasing risk and uncertainty, real-time information management, and rapid response to international developments. Cross-impact analysis has become a more important tool for dealing with uncertain interactions among complex forces”. ("Waste Management Referees – 2005", 2006) “The managerial mindset will have to discount the present to create the future, and move far beyond benchmarking. This will lead to changes in decision-making orientations, including a shift from relatively stable environments and mechanistic management approaches to more turbulent environments and systemic management approaches. It will also lead to a shift from hard facts for solving problems to virtual facts for problem prevention. In his viewpoint assessment, Paliwoda

(1999) observed that the confluence of several important external developments has challenged international marketing managers with situations unlike those encountered previously. Sheth and Parvatiyar (2001) noted that many changes in micromarketing forces are reshaping international marketing management thought and practice”. (Thompson, 2000) “As micromarketing forces have carried over into the new millennium they: • continue to establish critical parameters for international marketing plans and strategies • raise questions regarding widely held beliefs about multinational marketing operations • result in rethinking many of the accepted assumptions and paradigms • lead to different approaches to and perspectives on international marketing decision making. This chapter charts recent micromarketing developments and the impact that they are having on international marketing management operations. The ideas presented are based on a comprehensive review of the current international marketing literature and the work of academic thinkers around the world the chapter starts by considering the nature and the definition of international marketing. This is followed by a review of the theoretical framework relevant to international marketing, looking at trade theories, foreign direct investment and the cultural factors impacting on international marketing development”. The nature of international marketing “International marketing is about the application of marketing concepts, philosophy, skills and techniques to markets across the world. The marketing concept and philosophy are universal but the ways in which marketing skills and techniques are applied vary between markets to take account of the environmental differences. The discipline of international marketing provides an understanding of marketing practices in different countries (comparative descriptions); its structural determinants anchored to national differences”. “(comparative explanations); and the deployment of country-specific marketing strategies and operations by multidomestic firms (comparative prescriptions). Its primary focus is on description, explanation, and managerial control of marketing practices across national boundaries. Compared with international trade and export marketing, international marketing is a more recent phenomenon (Sheth and Parvatiyar 2001). It has grown since the Second World War, and presumably was a consequence of the demise of colonialism and the re-creation of numerous independent nations”. • Political stability East–west dichotomy • Marketing transfer issues

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• Government policy Contextual determinants of international marketing • Product life cycles • Ideology-driven economy • Lack of infrastructure • Fear of colonialism Figure 1.1 North–south dichotomy Contextual determinants of international marketing 2.2: Evaluate a foreign target market for identified products/services International distribution decisions “The next three determinants (marketing transfer issues, lack of infrastructure, and north–south dichotomy) need a little more description. Marketing transfer issues relate to the operational challenges of product, price, distribution, and promotion adjustments across national boundaries as a result of divergence in support and core value chain activities, including materials, people, processes and facilities. The purpose is to understand what market factors, including consumer differences and the unavailability of marketing institutions, would pose difficulties to the multinational firm in transferring its successful international marketing programmes to other countries. The lack of infrastructure refers to inadequate availability of transportation, communications, and physical, financial, natural and human resources, especially in the emerging markets of Africa and South America”. ("The Critical Journal of Organization, Theory and Society", 2012) “This lack of infrastructure impacts the adjustment process for the marketing mix as well as the implementation of the marketing programmed in foreign countries. The north–south dichotomy refers to the ‘have’ and ‘have-not’ countries of the world, and is a direct reflection of traditional economic development theories and their importance to international marketing practices. Of the

remaining determinants, east–west dichotomy refers to the cultural differences between nations at both the macro and micro levels of understanding and explanation. Product life cycles refer to the birth and death theories of product life as they move across national boundaries. Again, the product life cycle concept has benefited from its basis in population ecology and biological theories, and to that extent it seems to have face validity and empirical support”. (Morgan, Katsikeas & Vorhies, 2011) “This analysis clearly suggests why international marketing has remained a predominantly contextual practice, and why it has been difficult to develop a theory of international marketing even based upon contingency propositions. Most determinants of international marketing are ad hoc, dynamic and unstable, and therefore do provide theory-building opportunities. For example, who could have forecast the demise of the Soviet Union (political stability), the development of regional integration (as in the European Union), the privatization of public sector industries (for example, in Japan and the United Kingdom)”. (Lilleker, 2013) Historical development Early international marketing work was a practical extension of the international trade field. Books dealing with an international theme focused mainly on the ‘how-to’ aspects, covering issues such as export and import mechanics, financing and documentation. Over time, the field tends to have developed a comparative marketing approach, examining similarities and differences among consumers, institutions and environments in different markets. During the mid-1960s an approach to international marketing that explicitly recognized the importance of the policy dimension was in place in the marketing literature. This approach highlighted the variations among countries that arise from differences in basic systems of society, and the distortions of international trade patterns by nationalist government policies. Since then, authors such as Philip Kotler, writing about marketing on a domestic level, have reiterated the essential role of policy within the marketing framework. Thus marketing managers need to acquire skills and understandings of political forces and public opinion in order to manage efficiently. “Definition of international marketing the basic definition of international marketing is simple. It is the marketing of goods, services and information across political boundaries. Thus it includes the same elements as domestic marketing: planning, promoting, distributing, pricing, and support of the goods, services and information to be provided to the ultimate consumers. The process of international marketing, however, is typically much more complex than domestic marketing. The international marketer must deal with a number of key differences in foreign environments from the characteristics of domestic environments”. (Harrigan & Hulbert, 2011) “These may include, for example, differences in consumer tastes and needs, economic levels, market structures, ways of doing business, laws and regulations. Any one of these factors can make a company’s international approach to marketing ineffective, counterproductive, and/or violate local law in the foreign market. Together, these differences require a careful and well-planned approach to entering and expanding in the international marketplace. There are facilitating organizations that can provide assistance in the process, but the marketing manager has the

responsibility for developing an effective and efficient approach to marketing in other nations. This requires an understanding of all of the differences that must be accommodated”. “The business activities that must be carried out in marketing, and adjusted to accommodate differences in the international market (Van Mesdag 2000), include: • the analysis of markets and potential markets • the planning and development of products and services that consumers want, clearly identified in a suitable package • the distribution of products through channels that provide the services or conveniences demanded by purchasers • the promotion of products and services, including advertising and personal selling to inform and educate consumers about those products and services, or persuade consumers to try new, improved or different ways of satisfying their wants and needs • the setting of prices that reflect both a reasonable value (or utility) of products or services to the consumers, and a satisfactory profit or return on investment • the technical and non- technical support given to customers, both before and after a sale is made, to ensure their satisfaction, and thus pave the way for possible future sales that are necessary for company survival and growth. An international dimension has to signify more than just being non-domestic. It ought also to incorporate one or more dimensions of a social, legal, economic, political or technological nature (see Chapter 2), so as to enable fuller comparisons to be drawn, and delineate clearly for marketers the points to which particular attention has to be paid”. “Relationship with other business fields International marketing is related to other business fields of study such as international business and international trade. In general terms, international marketing is a subset of international business, which could be defined as the performance of all business”. ("Erratum", 2009) “functions across national boundaries. International business includes all functional areas such as international production, international financial management, international human resources management and international marketing (see also Jeannet and Hennessey 2001). International trade theory explains why nations trade with each other (see the discussion below). The trade theory is aimed at understanding product flows between countries in the form of exports or imports. Like every other term used in marketing, ‘international’ and ‘global’ do not have a sharp dividing line. For example, ‘multinational’ merely refers to a corporate entity that owns operations in a number of countries. The term gives no indication of the marketing strategy followed in those countries. They can be totally diverse and unconnected. ‘International marketing’ simply refers to a company operating in more than one country, whose marketing strategy in each country is chosen deliberately – from being very diverse to being rigidly standardized between countries”.

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2.3: Describe and choose channels for distributing identified products/services to an export market Indirect exporting Agents and the managers The both relative parties are the best when it comes to the indirect exporting where the manager is considered to be the middleman between the transaction phases. Buying offices Buying offices are the houses which purchase the product through this middleman known as the manger among the transactions. (Dun, 2014) Direct exporting Direct selling Direct selling towards the foreign customers makes things quite suitable for both of the parties involved, with less ambiguity and less wastage of time. Branch offices They refer to various offices opened in various parts of the country just to help the middleman easily interact between the product and a service to conduct a transaction. Joint ventures Joint ventures are conducted where different people interact and transform the agency into two major companies, with joint ventures there can product affiliation or service affiliation. Both of the parties agree to bear loss and profits. (Burrell, 2016) Task 3: International Marketing Management LO 3 3.1: Produce international marketing objectives Current marketing situation

MR draws on two types of data. Secondary data is data already exists. Primary data gathers specifically for the current research project. Research methods can be quantitative or qualitative research . Quantitative research collects data that can be represented numerically and analysed statistically. Experimentation, neuroscience and observation are quantitative research methods e.g. the survey. Qualitative research obtains rich and detailed info that underlie observable behaviour. Interviews and focus groups are the most qualitative research methods. MR tries to find out about the population by studying a small part of it and generalizing the results (sample). Probability sampling ensures every member of a population has a known chance of being selected in the sample. Non Probability sampling provides no way of knowing the chance of a member being selected in the sample. (Barratt, 2015) “Once a research project has been designed, it must be implemented in compliance with the design via project management. Data must be carefully collected and organized so that it can be efficiently analyzed . Quantitative data can be statistically manipulated to identify trends and patterns in the data. Qualitative data can be reduced to allow statistical analysis but much of the rich detail can be lost. Qualitative data analysis can lead to further research in the form of quantitative research. Data analysis allows conclusions to be drawn and recommendations formulated. The findings and recommendations of the market research project should be presented in a concise and clear manner”. “Two types of probability sampling methods are random sampling and stratified sampling. In a random sample each member of the population has an equal opportunity of being for the sample. In a stratified sample the population is divided into different groups based on some characteristic e.g. age and gender and then from each groups a random sample is chosen. Two types of non- probability sampling methods are quota sampling and convenience sampling. A quota sample divides the population into groups based on a number of characteristics. In a convenience sample, participants are selected based on convenience e.g. interviewing your friends and family for a project”. ("« Management interculturel : Stratégie, organisation, performance », Olivier Meier, Éditions Dunod, Management Sup, 2010", 2010)

Marketing mix ( Organization ) Product, Price, Promotion, Place Product - “Service products are the core of service marketing strategy ( the haircut itself )”. - “Supplementary elements are value-added enhancements ( e.g. label.M hair-care range )”. Place (and Time) “Service distribution can take place through physical and non-physical channels Some firms can use electronic channels to deliver all or some of their service elements (e.g. information based services can be delivered almost instantaneously electronically) Delivery decisions – when, where, how Convenience of place and time of great importance as customers are physically present ( e.g. salons in convenient places )”. Price “Generates income for the firm; key part of costs to obtain wanted benefits for consumers Firms need to minimise non-monetary costs to customers ( e.g. time waiting, finding parking spot, unwanted physical effort of getting to salon )”. Promotion “Provides information and advice ( promotions at hair expo’s ) Persuades the target customers of merit of service product or brand ( e.g. advertising in magazines )”.“Encourages customer to take action at specific time ( discount coupons in magazines, 10% discounts to students )”.“Customers may be involved in co-production and taught how to move effectively through service process and shape customers’ roles and manage their behavior”. Process “Actual procedure, mechanisms and flow of activities through which service is delivered. Length: number of steps. Duration: time it takes. Logistical effectiveness: smoothness in delivery. Service delivery may follow standardized procedure that comprises a number of activities. Activities may occur front stage (in view of customer) or backstage (not seen)

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e.g. frontstage at T&G is the process of the wash, haircut and blow-dry; backstage is washing the towels”. Physical Evidence “Setting where service is delivered; tangible components. Services capes – physical. environment where the customer and provider interact ( the salon ).Any tangible components that facilitate performance or communication of the service ( the shampoos used, the scissors and other tools ).The intangibility of service offerings makes tangible cues an essential part of the service process”. People “All humans who play a role in service delivery who influence the perceptions of customers”. “Service delivery employees (front-line staff) the hairdressers themselves”. “General staff of the service company ( the receptionist when making a booking )”. B2C AND B2B MARKETS Markets are considered to be essential at global and domestic level, the B2C means business to consumers and B2B stands business to business. In both markets market base and potential buyers matters the most. References « Management interculturel : Stratégie, organisation, performance », Olivier Meier, Éditions Dunod, Management Sup, 2010. (2010). Management International , 15 (1), 103. doi:10.7202/045630ar Barratt, E. (2015). Book Review: Pragmatism and organization. Organization , 23 (1), 136-139. doi:10.1177/1350508414531525 Burrell, G. (2016). Book Review: The Poetic Organization. Organization , 23 (4), 607- 609. doi:10.1177/1350508415575096 Dun, T. (2014). Book Review: Organization and Organizing. Organization , 21 (6), 951-953. doi:10.1177/1350508413502280

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Erratum. (2009). Organization . doi:10.1177/1350508409358223 Harrigan, P. & Hulbert, B. (2011). How Can Marketing Academics Serve Marketing Practice? The New Marketing DNA as a Model for Marketing Education. Journal Of Marketing Education , 33 (3), 253-272. doi:10.1177/0273475311420234 Lilleker, D. (2013). Political marketing: Principles and applications. Journal Of Marketing Management , 29 (11-12), 1432-1434. doi:10.1080/0267257x.2013.832053 Morgan, N., Katsikeas, C., & Vorhies, D. (2011). Export marketing strategy implementation, export marketing capabilities, and export venture performance. Journal Of The Academy Of Marketing Science , 40 (2), 271-289. doi:10.1007/s11747-011-0275-0 The Critical Journal of Organization, Theory and Society. (2012). Organization , 19 (2), 263-265. doi:10.1177/1350508411436223 Thompson, C. (2000). Book Review: Principles of Service Marketing and Management. Journal Of Vacation Marketing , 6 (3), 281-283. doi:10.1177/135676670000600309 Waste Management Referees – 2005. (2006). Waste Management , 26 (1), 101-104. doi:10.1016/j.wasman.2005.10.001 Welcome to Marketing Theory!. (2001). Marketing Theory , 1 (1), 5-8. doi:10.1177/147059310100100106 Wierenga, B. (2002). On Academic Marketing Knowledge and marketing Knowledge that Marketing managers Use for Decision-Making. Marketing Theory , 2 (4), 355- 362. doi:10.1177/147059310200200405 Woodall, T. (2007). New marketing, improved marketing, apocryphal marketing. European Journal Of Marketing , 41 (11/12), 1284-1296. doi:10.1108/03090560710821170

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