Mensur Boydaş, Vahdi Boydaş: Marketing (global and rm)week11
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This document discusses global marketing and relationship marketing. It provides details on the global marketing environment, including internal cultural, political/legal, and economic factors, as well as external international trade systems. It also outlines the considerations for standardizing versus adapting the global marketing mix of product, price, promotion, and place. Relationship marketing is defined as establishing and maintaining relationships with customers and partners for mutual benefit. In contrast, transaction marketing focuses on obtaining what is needed through product exchanges. Relationship marketing emphasizes long-term networking while transaction marketing has a short-term acquisition focus.
![Global Marketing-The
Environment
• INTERNAL
– Cultural Environment [on
customer and business
levels]
• Norms, rituals, etc.
• Beliefs (e.g. religion]
– Political/legal Environment
• Governments’ values
• Political stability
– Economic Environment
• Income distribution
• Economic structure
(industrial/agricultural)
• Employment levels](https://image.slidesharecdn.com/marketingglobalandrmweek11-131130040608-phpapp02/85/Mensur-Boydas-Vahdi-Boydas-Marketing-global-and-rm-week11-3-320.jpg)
![Paradigms operational differences
Strategy
Approach
RM-Hum a n
TM-M c ha nic a l
e
Networking
Transactions
Interactive marketing
Dominating
marketing function (supported by the
Marketing Mix
Time perspective
Long term
Short term
Flexibility
Dynamic parts (multi
way)
Static parts (one way)
Research
Qualitativecontinuous-action
[Understand &
respond]
Quantitative-ad hocdesk [inform &
respond]
Objective
Retention (life-time
value)
Acquisition (volumecustomer unit value)
Central focus:
Marginal focus:
marketing mix)](https://image.slidesharecdn.com/marketingglobalandrmweek11-131130040608-phpapp02/85/Mensur-Boydas-Vahdi-Boydas-Marketing-global-and-rm-week11-8-320.jpg)
Mensur Boydaş, Vahdi Boydaş: Marketing (global and rm)week11
- 2. Global Marketing • Why? – The world is a small village (communications) – Local market saturation – Economies of scale (larger customer base)
- 3. Global Marketing-The Environment • INTERNAL – Cultural Environment [on customer and business levels] • Norms, rituals, etc. • Beliefs (e.g. religion] – Political/legal Environment • Governments’ values • Political stability – Economic Environment • Income distribution • Economic structure (industrial/agricultural) • Employment levels
- 4. Global Marketing-The Environment • EXTERNAL • International Trade systems – GATT – EU – NAFTA
- 5. The Global Marketing Mix • Standardization v. Adaptation • Mass Customization – – – – Product (width-depth) Price (psycho-econ) Promotion (soft-hard) Place (distribution) (ECR)
- 6. RM v. TM
- 7. Relationship Marketing (RM) • De finitio n: Marketing is to establish, maintain, and enhance relationships with customers and other partners, at a profit, so that the objectives of the parties involved are met. This is achieved by a mutual exchange and fulfillment of promises (Gronroos, 1994) • Tra ns a c tio n m a rke ting (TM ): Marketing is a social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. (Armstrong et al, 2004)
- 8. Paradigms operational differences Strategy Approach RM-Hum a n TM-M c ha nic a l e Networking Transactions Interactive marketing Dominating marketing function (supported by the Marketing Mix Time perspective Long term Short term Flexibility Dynamic parts (multi way) Static parts (one way) Research Qualitativecontinuous-action [Understand & respond] Quantitative-ad hocdesk [inform & respond] Objective Retention (life-time value) Acquisition (volumecustomer unit value) Central focus: Marginal focus: marketing mix)