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METROPOLITAN UNIVERSITY OF EDUCATION,

SCIENCE AND TECHNOLOGY

Executive Decree 575 of July 21, 2004

Accredited by Resolution

No. 15 of October 31, 2012

FACULTY OF NAUTICAL SCIENCES

DEGREE IN __LOGISTICS IN MULTIMODAL TRANSPORTATION

Marketing International

Author:

Maryori Peñaloza 8-978-2010

Griselda Sanchez 2-747-1433

Jorlenis Ledezma 8-920-2266

Malory Rodríguez 8-893-884

Tutor: Elizabeth Delgado

Panamá, july 20, 2024

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During the development of this work we will be explaining the topic of international marketing and the different factors that influence it, such as the market study that indicates to which niche our product is directed, according to the culture of the country where the company is located, religious beliefs, language, social class, age, sector of the country, activities to which these people are dedicated, among other factors that affect that at the time that a product is offered, it is according to the needs of the sector to have a good demand in the market.

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The "Marketing Mix" is a marketing concept that refers to the combination of four fundamental elements for bringing a product or service to the market:

1. Product: What the company offers, including features and quality.

2. Price: Pricing strategy and payment terms.

3. Place: How and where the product is distributed to the customer.

4. Promotion: Communication and persuasion activities, such as advertising and promotions.

These elements are used together to meet customer needs and compete in the market.

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Market segmentation is the process of dividing a broad market into smaller groups of consumers with similar characteristics and needs. This allows companies to tailor their marketing strategies more effectively for each group.

Common segmentation criteria:

1. Demographic: Age, gender, income.

2. Geographic: Location, climate.

3. Psychographic: Lifestyle, values.

4. Behavioral: Buying habits, product usage.

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The placement of products at the point of sale, as well as their presentation, are important aspects to increase sales in any business. It is not just about achieving an attractive shelf, nor about attracting attention and causing an impulse purchase.  Product placement is concerned with aspects that go much further, such as making it easier for the customer to find what they need, offering them an adequate variety and quantity, satisfying their needs and building loyalty with the set of products and offers that are offered.

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Product placement is a marketing technique in which a company pays to have its product prominently featured in entertainment media such as movies, television shows, music videos, or video games. This practice aims to increase the product's visibility and recognition by integrating it naturally into content that the audience is already consuming.

The goal of product placement is to make consumers associate the product with positive characters or situations, increasing their interest and desire for the product without it seeming like traditional advertising.

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"Customer Profile" or perfil del cliente is a detailed description of a company's ideal customer. It includes demographic, geographic, psychographic, and behavioral information that helps understand who the customers are, their needs, preferences, and buying behaviors. The goal of creating a customer profile is to customize and improve marketing, sales, and customer service strategies to better satisfy consumers and foster their loyalty.

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Provides information from which an appropriate marketing tool can be selected. In contrast, market analysis focuses on the temporal analysis of a specific market; Its objective is to identify the main characteristics of a market and determine the market structure at a given time.

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provides information from which an appropriate marketing tool can be selected. In contrast, market analysis focuses on the temporal analysis of a specific market; Its objective is to identify the main characteristics of a market and determine the market structure at a given time.

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HUBSPOT. (31 de ENERO de 2024). Obtenido de HUBSPOT: https://blog.hubspot.es/marketing/estrategias-marketing-internacional

STAMINA. (2021). Obtenido de STAMINA: https://staminamarketing.com/blog/marketing-internacional-que-es-ejemplos/

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Griselda:in my opinion it is important to know about international marketing in its different modalities because it helps us to better understand how the demand and supply works in the market, depending on the market studies that are carried out, as well as other factors, some at a general level and others varying according to the country where our clients are located.

Malory:In conclusion, I can only say that this activity helps us as students to have a sales strategy, planning, searching for clients, and positioning ourselves in the market.

Maryorie: International marketing is an essential discipline for companies seeking to expand and compete in the global market. Through effective strategies, advanced tools, and the ability to overcome cultural and regulatory challenges, companies can reach new heights and connect with audiences worldwide. Looking ahead, technology and sustainability will be key factors defining success in international marketing.

Jorlenis:In summary, success in international marketing hinges on the ability to adapt the marketing mix to the specificities of each market and effectively segment consumers to address their unique needs. This enables companies to position themselves competitively and respond accurately to the diversity of the global market.

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Global Marketing

Cross-cultural

It refers to the set of techniques based on a sales strategy that is developed for a product or service with the objective of having global reach among the target audience. To achieve this, it is necessary to integrate consumers with homogeneous needs and adapt the product or service to make it attractive in other markets.
The most common strategies in this area:

Language adaptation: qualitative aspects
Understand the consumption habits and customs of other cultures
Strategic coherence: differences and similarities
Know and comply with international standards and laws
Constant feedback to solidify the experience

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Market Analysis

The placement of products at the point of sale, as well as their presentation, are important aspects to increase sales in any business. It is not just about achieving an attractive shelf, nor about attracting attention and causing an impulse purchase.  Product placement is concerned with aspects that go much further, such as making it easier for the customer to find what they need, offering them an adequate variety and quantity, satisfying their needs and building loyalty with the set of products and offers that are offered.

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For each subtopic, you can add notes, links, videos, images, and files. Here are some examples of what you might include:

Introduction to Marking International: Overview articles, introductory videos, definitions.

Strategies for Marking International: Documents or links explaining various strategies (e.g., global branding, market segmentation).

Tools and Techniques: Information on tools like market analysis software, international advertising platforms.

Case Studies: Examples of companies that successfully implemented international marketing strategies.

Challenges and Solutions: Articles and discussion points on common challenges faced in international marketing and potential solutions.

Future Trends: Predictions and emerging trends in international marketing.

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International marketing strategies are varied and complex, tailored to the specific needs of each market. Among the most notable are market segmentation and global branding. Market segmentation allows companies to identify and focus on specific groups of consumers with similar characteristics, facilitating the creation of more effective and personalized campaigns. On the other hand, global branding focuses on building a brand that is recognized and valued worldwide, requiring consistency in communication and cultural adaptation.

An example of effective market segmentation is the strategy used by McDonald's. The fast-food chain adapts its menu to the local tastes and preferences in each country, offering unique products that are not found in other markets. Regarding global branding, Coca-Cola has managed to maintain a consistent brand image worldwide while adapting its advertising and promotions to local cultures.