Market leader activities from guideline 1 International Marketing

1.    Page 15

 

a) Exercises A

 Complete each group of word partnerships (1-5) with the correct word from the box

Brand   customer   market   marketing    product

 

1.    Marketing

·         Mix

·         Strategy

·         Plan

2.    Brand

·         Adaptation

·         Penetration

·         Segmentation

3.    Product

·         Placement

·         Portfolio

·         Feature

4.    Customer

·         Profile

·         Retention

·         Base

5.    Market

·         Positioning

·         Identity

Extension

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

d) Exercises D

Complete this exercise and then compare answers with a partner.

 

1. What are some of the problems companies may face when they try to internationalise a brand? (For example, brand names)

2. What are some of the advantages/drawbacks of standardised global advertising?

 

Advantages:

·         Offering a globally standardized advertising.

·         Organization to marketing the product

·         Strategy for marketing and lower pricing.

Disadvantages:

·         Production

·         Services

·         Quality or products

·         Have to care with different cultures or traditions depend on the country

2.    Why do some brand/products fail in other countries? Can you give any examples?

 

In my opinion it is because the companies don't do enough marketing to boost the brand, or in other ways is because the market It is not strong enough in other countries.

4. Give an example of an expanding market in your country.

Cencosud, Arrived to Colombia to offer different products in the shopping basket, account with a large number of branches in the main cities of our country, in addition to permanent promotions, is a store where you can find everything for the home

5.  Give some examples of products or services which are targeted at niche market.

 

Falabella It is a multinational of Chilean origin was founded in 1889 by a descendant of Italian family. Owned by S. A. C. I. Falabella, this operates under the concept of department stores located in Argentina, Chile, Colombia and Peru, and it positions itself in the market as the largest and most important in South America, it also has more than 65 000 workers.

 

6. What´s the difference between a retailer and wholesaler?

 

Wholesale producers: are those companies or industries that produce a product of mass and they sell them in large quantities for distribution to third parties or sell uniformly or retail.

Retail producers: are those companies or industries that produce and sell in a unified manner or retail. An example is the companies the fashion stores (boutique) that produces and sells exclusive models. These products typically have a higher cost to be of limited production and by its exclusivity in the market.

 

3.    Page 16 and 17

Activity 3. Speaking and writing

 

Listening How to market internationally

 

A.   Listen to Svend Hollensen, Professor of International Marketing at the University of Soth Denmark, and answer these questions.

1.    Which two marketing strategies does he mention?

·         Where you have a product and you sell it all over in the same format

·         Where you try to adapt your product to the different cultures, to different countries that you are in.

 

2.    What does he say about

 

a)    The OneCafe company

Selling all over in the same format, small company, theirs markets is based in Denmark and in Sweden, getting into the global market very fast, they can sell to all kinds of hotel chains and to airline companies and to different retail chains. This is an example of a global product concept.

 

b)   Lux?

It is a global brand that will sell all over.

Local brands buy in retail stores in global markets are manufactured for local markets.

 

B.   Darrell Kofkin is chief Executive of the Global Marketing Network, a training organization which offers quialifications in International marketing. Listen to the interview and complete the gaps in these two extracts.

…a new curriculum that enables marketers  worldwide to have the latest practices, the latest knowledge and techniques to enable them to become international marketers

So our students are asked to write a report, develop a business plan, develop a presentation, write a webcast, present an international briefing paper- just as they would do in the workplace. Because we know in talking to employers worldwide that they want marketing professionals that have the capabilities and skills required of today´s demanding global business environment.

4.    Write a report

 

Falabella

 

Executive summary

 

It is a multinational of Chilean origin was founded in 1889 by a descendant of Italian family. Owned by S. A. C. I. Falabella, this operates under the concept of department stores located in Argentina, Chile, Colombia and Peru, and it positions itself in the market as the largest and most important in South America, it also has more than 65 000 workers

We are planning a meeting to see the permanence of the business in our shopping malls, in addition to viewing strategies to further boost the market, taking into account that has been a company that has brought products of excellent quality and price to our country

Findings

Is important to bear in mind that your company is in a state of constant growth in our country for this reason it is necessary to have a continuous innovation to expand the market and as well to make the branches grow, in addition to thinking in marketing strategies to extend the points of sale of their products and provide our customers more possibilities of access to its products and its permanence in our country either by many years.

 

 

 

 

 

 

 

 

 

 

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