2. Thinking about
Business in
terms of
Customer needs
and Satisfaction.

3. • It refers to marketing carried out by
companies overseas or across national
borderlines.
• The performance of the business
activities that direct the flow of a
company’s goods and services to
consumers or users in more than one
nation for a profit.

4. Yes it is. You may have a very good product or service
but unless people know about it, who cares?
Marketing is about making more and more money.

5. General Marketing Strategies
• This concept describes
how marketing will
achieve an objective
Decision Area Strategies
• Used to achieve general
marketing strategies by
considering the 4p’s and
the 2c’s

7. o Used to grow overall sales
• There are two approaches
 Grow Sales with existing product
 This is done by getting existing customers to buy more,
getting potential customers to buy and selling current
products in new markets
 Grow Sales with New Product
 Introduce updated versions of a existing product,
introduce products that are extensions of a current
product or just introduce products that were not
previously marketed

8. • Used to increase market share of a company
• Best way: Take sales away from competitors
• This strategy focuses on getting a segment of the overall
market
• This focuses on getting the product introduced to the
larger markets as a different and unique product.

9. • This strategy is getting rid of the product in the market
• This can be done by removing the product from the
company’s product mix or by selling it to another
organization.
• This is a strategy used to keep the current position of a
marketer in the market.
• Ex. Maintaining the same market share

10. Decision Area Strategies
There areas that support decision area
strategies are
 Target Market Strategy
 Product Strategy
 Pricing Strategy
 Distribution Strategy
 Promotion Strategy

11. MARKETING PROCESS
MARKETING PROCESS
MARKETING PROCESS
 Target Market Strategy
Have segmenting techniques
 Product Strategy
Develop and introduce a new product
 Pricing Strategy
Lowering your prices compared to competitors
 Distribution Strategy
Gaining relationships with important distribution partners that serve the target market
 Promotion Strategy
Bring awareneess of the product to the target market

12. • Political Entities
• Legal systems
• Cultural differences
• Different monetary systems
• Marketing infrastructure
• Trade Restrictions
• Procedures and
documentations
• Highly unpredictable
• Understanding buyers
needs
• Building Goodwill
• Research Development

13. Connecting of
products with
particular events
to get customer
attention.

14. Low-cost,
Unconventional
Marketing

15. Marketing done to
take away the
market share of
other companies
producing similar
goods.

16. Partnership
with other
companies to
increase Brand
Awareness.

17. EXAMPLES
CITIBANK + VISA

18. Controlling
product
availability
to increase
sales.

19. Rolls Royce sells only 10 cars in a year, It does
scarcity marketing and thereby increases demand
of its product. This also gives the company to
quote a high price.
“Limited Stock” (or) “Limited Period Offers” are
all examples of Scarcity Marketing
EXAMPLES

20. Supporting a
cause to build
strong customer
following.. TATA “Jaago Re” encouraged people to
vote and select a good leader. It also
encourages people to say NO to Corruption

21. Secret Marketing
to attract
customer’s
attention.

22. Ethics is concerned with what is right and what is
wrong in human behavior judged on the basis of
socially determined standards of behaviors. Business
ethics concerns itself with Relationship between
objectives, practices and techniques and the good of
society. Ethics is important for every business.

23. Top management commitment.
Publication of a establishment of compliance
mechanism.
Involving employees at all levels.
Measuring results.
Kantian Theory
Utilitrian Theory

24. http://www.knowthis.com/principles-of-marketing-
tutorials/marketing-planning-and-strategy/decision-area-
strategies/
1. International Marketing by Cateora and Graham
2. International Marketing by Czinkota and Ronkainen