Basic marketing concepts tell us that we will sell more of a product if we aim to meet the needs of our target market. The arguments for standardisation state that the process of adapting the product to local markets does little more than add to the overall cost of producing the product and weakens the brand on the global scale. As you can see both strategies; using a standard product and an customised product can work just as well.
As with international product decisions an organisation can either adapt or standardise their promotional strategy and message. Before designing promotional activity for a foreign market it would be expedient to complete a PEST analysis so that you have a complete understanding of the factors operating in the foreign market you would like to enter. The internet has created further challenges as customers can view global prices and purchase items from around the world. The Place element of the marketing mix is about distributing a product or service to the customer, at the right place and at the right time. Prior to designing an international marketing mix a business should carry out a PEST analysis for every country they would like to operate in.
Un producto es todo aquello que se le oferta al mercado para satisfacer una necesidad, este puede ser un producto fisico, servicio, evento, idea, experiencia o puede tener cualquier otra forma de presentacion.  El producto es el atractivo que se le ofrece al mercado,  asi como los beneficios y caracteristicas que este tiene para que el consumidor potencial lo elija.
Esta P es el valor que se cobrara en el mercado por un producto o un servicio,  es importante mencionar el precio va en referencia con el valor percibido que tiene el cliente por el producto. La promocion es en la mezcla de mercadotecnia uno de los factores fundamentales, ya que es la forma en la que daremos a conocer al mercado y por ende a los potenciales compradores todos los beneficios que tiene nuestro producto. Espero que la ejemplificacion y la demostracion de estos conceptos basicos de la mezcla de marketing puedan de ser de gran ayuda para replantear tu estrategia en torno a los beneficios que ofrece al mercado tu producto, la gama de precios que maneja para atender a diferentes tipos de consumidores, el lugar ideal para que esto consumidores puedan encontrarlo y los medios idoneos para que tu producto pueda ser dado a conocer a la mayor cantidad de consumidores potenciales.  Asi mismo me gustaria invitarte a que me dejes tus dudas o comentarios que puedan enriquecer este tema de mercadotecnia. Coincido con GIOVANNI HIGUERA hay que agregar las otras P son parte fundamental en el mix marketing. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. So xperts, agence de conseils marketing de qualite a realise un livre blanc pour aider les a construire des plans marketing efficaces pour piloter leur performance et atteindre leurs objectifs e-business. Je vous propose un petit resume des grandes etapes pour mettre en place votre plan marketing. Un plan marketing definit les objectifs, les initiatives strategiques et les solutions pour les atteindre.
Il est important de rattacher vos objectifs Marketing aux objectifs strategiques et financiers de l’entreprise. Se baser sur une liste de 2 ou 3 initiatives pour selectionner le ou les meilleurs « challenge ».


Il s’agit de reunir les meilleures tactiques pour mettre en place les initiatives strategiques definies auparavant.
Une bonne pratique est d’organiser son budget en classant les investissements selon leur impact et leur innovation.
Le plan de mesures est incontournable car un resultat ne peut etre atteint s’il n’est pas mesure. La premiere etape est de definir ses KPI (Key Performance Indicator), ils permettent de verifier si les objectifs marketing sont atteints. Apres cette etape, il faut les repartir selon les metriques Business, Marketing et Metiers. Pour aller plus loin, decouvrez un autre livre blanc interessant de So xperts sur la strategie marketing b to b. Merci de me faire partager cette article qui m’interesse particulierement car je dois en faire un et ca va me donner la marche a suivre pour le realiser de maniere efficace car c’est super important a faire avant de se lancer dans un business et ca va bien m’aider pour voir si mon idee est viable ou pas !! Cet article nous donne une petite idee de ce que le webmarketing, et nous permet de voir si note idee peut tenir la route, et si on a le bagage pour la mener a bien.
From the author of Me and Earl and the Dying Girl comes a novel about music, love, friendship, and freedom. Following the tradition of Keegan's acclaimed Global Marketing Management, this groundbreaking full-color book offers a concise introduction to the field that is presented in a lively reader-friendly style.
This article talks you through each element of the marketing mix and the arguments for and against adapting it suit each foreign market. In international markets this will involve taking into consideration a number of different factors including consumer's cultural backgrounds, religion, buying habits and levels of personal disposable income. In today’s global world, where consumers travel more, watch satellite television, communicate and shop internationally over the internet, the world is a smaller than it used to be. The right approach for each organisation will depend on their product, strength of the brand and the foreign market that the marketing is aimed at.
Advertising messages in countries may have to be adapted because of language, political climate, cultural attitudes and religious practices. This has increased the level of competition and with it pricing pressures, as global competitors may have lower operating costs.
Distribution in national markets such as the United Kingdom will probably involve goods being moved in a chain from the manufacturer to wholesalers and onto retailers for consumers to buy from. This will help them determine what elements of the marketing mix can be standardised and which elements will need adjustments to suit local needs.
Asi mismo el producto nos ofrece una gran variedad de gamas para solucionar los problemas del consumidor y al mismo tiempo para diferenciarnos con otros productos de la competencia como son: la calidad del producto y de las materias primas con las que fue hecho, el diseno del mismo, su tamano con respecto a la necesidad que se pretende cubrir, lo ergonomico de su empaque, la marca a la que pertenece,  y si este cuenta con alguna garantia o devolucion por si el producto fallase. Asi mismo el precio se puede fijar de muchas formas, ya sea con lo que parece que es “justo” cobrar, o con el precio maximo que el consumidor esta dispuesto a pagar o se puede tomar en referencia al precio de la competencia, en realidad no existe una forma en concreto todo dependera de la estrategia que queramos seguir.  El precio en la mezcla de mercadotecnia,  no solo es definir la lista de precios de los productos de una marca, sino tambien incluye los descuentos e incentivos que se ofertaran si se hace un pago anticipado, o si se compra un gran volumen del producto,  asi mismo lascondiciones y periodos de pago que se aceptaran si es que a alguno de los clientes se le otorga credito para pagar el producto.


Rappeler le positionnement marketing de l’entreprise, la connaissance client… Il faut egalement realiser un etat des lieux marketing : les forces, les faiblesses, les menaces et les opportunites (analyse SWOT).
Il faudra choisir la dimension produit, le mix-media, le positionnement prix ou le canal de distribution qui seront les plus efficaces pour atteindre vos objectifs et definir votre budget (etape suivante).
Enabling JavaScript in your browser will allow you to experience all the features of our site. The authors integrate relevant real-world cases, vignettes, and boxed features with a clear, engaging narrative to effectively communicate the excitement, challenge and discipline of global marketing. In an overseas market there will be more parties involved because the goods need to be moved around a foreign market where business practices will be different to national markets. It may well be that a business is able to use a standard marketing mix in the majority of cases and only need to adjust it on the rare occasion. Le plan marketing permet d’arbitrer les choix budgetaires et etablit une feuille de route pour l’annee qui suit.
Brands such as MTV, Nike, Levis are all successful global brands where they have a standardised approach to their marketing mix, all these products are targeted at similar groups globally. Every aspect of promotional detail will require research and planning one example is the use of colour; red is lucky in China and worm by brides in India, whilst white is worn by mourners in India and China and brides in the United Kingdom. For example in Japan there are approximately five different types of wholesaler involved in the distribution chain.
3The global trade environment : regional market characteristics and preferential trade agreements81Ch.
In India where a cow is a sacred animal their burgers contain chicken or fish instead of beef. Many organisation adapt promotion strategies to suit local markets as cultural backgrounds and practices affect what appeals to consumers. Businesses will need to investigate distribution chains for each country they would like to operate in.
They will also need to investigate who they would like to sell their products and services to businesses, retailers, wholesaler or directly to consumers. The distribution strategy for each country a business operates in could be different due to profit margins and transportation costs. 14Global marketing communications decisions II : sales promotion, personal selling, special forms of marketing communication471Ch.



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