INTERNATIONAL SALES AND
MARKETING
Martijn Deketelaere
The Marketing Strategy and its Relation with Sales: understand the differences between
marketing and sales and how these two area work in the organization. The Marketing
process and the marketing strategy
Global Marketing: if our business will be local, glocal, or global and understand the
relation of the value chain in your business strategy. Also, some tools to understand if
your business idea has potential and understand the different types of research that
could help to identify your market
Market entry strategies: some analysis to identify which entry strategy suits best your
business goal
Global Marketing decisions: Here we also talk about the services category . Now, we
are already familiarized with some strategies about the marketing strategy. In this
chapter we take them to an international or global level.
Cross Cultural Sales Negotiations: This lecture introduces the importance of the
different types of negotiations to take into consideration while conducting sales.
IBM 101b
Jade Van Wallendael
,Table of Contents
Chapter one: The Marketing Strategy and its relation with Sales...........................................3
1. Marketing: Creating Costumer value and Engagement....................................................3
1.1. Understanding the marketplace and customer needs (and wants)............................3
1.2. Designing a customer value-driven marketing strategy.............................................4
1.3. Preparing an integrated marketing plan and program...............................................6
1.4. Building customer relationships.................................................................................6
1.5. Capturing value for customers...................................................................................7
2. Consumer Markets and Buyer Behavior..........................................................................8
3. Creating Value for target customers................................................................................9
3.1. The STDP model.......................................................................................................9
3.2. The Value Proposition.............................................................................................11
4. Company and Marketing Strategy..................................................................................11
4.1. Strategic Planning...................................................................................................11
4.2. Marketing strategy...................................................................................................14
Chapter two: Global Marketing and Market Research...........................................................16
1. Global Marketing in the firm, part one............................................................................16
2. Global Marketing in the firm, part two............................................................................18
2.1. The global marketing concept.................................................................................18
2.2. Forces for global integration an market responsiveness.........................................19
2.3. The value chain.......................................................................................................20
2.4. Value shop, Value networks....................................................................................21
2.5. Global experiental marketing...................................................................................21
2.6. Virtual value chain...................................................................................................21
3. Development of the firm’s international competitiveness...............................................22
3.1. The Porter diamond.................................................................................................22
3.2. Porter’s five forces..................................................................................................22
3.3. Value chain analysis................................................................................................23
3.4. Competitive advantage and benchmarking.............................................................24
4. Initiation of Internationalization......................................................................................24
Chapter three: Market Entry Strategies.................................................................................26
1. Export............................................................................................................................ 26
2. Intermediate...................................................................................................................27
3. Hierarchical....................................................................................................................27
Chapter four: Global Marketing Decisions.............................................................................28
1. Product decisions.......................................................................................................... 28
1
, 1.1. Defining the product................................................................................................28
1.2. Services..................................................................................................................28
1.3. Brand equity............................................................................................................ 28
2. Pricing decisions............................................................................................................ 29
2.1. International factors.................................................................................................29
3. Distribution Decisions....................................................................................................30
4. Communication decisions..............................................................................................30
4.1. Buyer-seller relationship..........................................................................................30
4.2. Key attributes of effective communication...............................................................31
4.3. The communication strategy decisions....................................................................31
4.4. Standardized or localized communication...............................................................32
4.5. Social media............................................................................................................32
5. International sourcing decisions and the role of the sub supplier...................................32
5.1. Subcontractors position in the vertical chain...........................................................32
5.2. Buyer-seller interaction............................................................................................33
2
, Chapter one: The Marketing Strategy and its relation
with Sales
1. Marketing: Creating Costumer value and Engagement
What is marketing?
Marketing process:
1.1. Understanding the marketplace and customer needs (and
wants)
Customer:
Needs Wants
They are a basic part of the They are the form of the
human nature human needs
They are basic physical, They are not basic but
social and individual specific
Marketers didn’t create They are shaped by culture
them and individual personality
When backed by buying power, ‘wants’ become demands. Eg: need for water, want is bottled
water, demand is a bottle of SPA.
Difference between marketing and sales activities:
3
MARKETING
Martijn Deketelaere
The Marketing Strategy and its Relation with Sales: understand the differences between
marketing and sales and how these two area work in the organization. The Marketing
process and the marketing strategy
Global Marketing: if our business will be local, glocal, or global and understand the
relation of the value chain in your business strategy. Also, some tools to understand if
your business idea has potential and understand the different types of research that
could help to identify your market
Market entry strategies: some analysis to identify which entry strategy suits best your
business goal
Global Marketing decisions: Here we also talk about the services category . Now, we
are already familiarized with some strategies about the marketing strategy. In this
chapter we take them to an international or global level.
Cross Cultural Sales Negotiations: This lecture introduces the importance of the
different types of negotiations to take into consideration while conducting sales.
IBM 101b
Jade Van Wallendael
,Table of Contents
Chapter one: The Marketing Strategy and its relation with Sales...........................................3
1. Marketing: Creating Costumer value and Engagement....................................................3
1.1. Understanding the marketplace and customer needs (and wants)............................3
1.2. Designing a customer value-driven marketing strategy.............................................4
1.3. Preparing an integrated marketing plan and program...............................................6
1.4. Building customer relationships.................................................................................6
1.5. Capturing value for customers...................................................................................7
2. Consumer Markets and Buyer Behavior..........................................................................8
3. Creating Value for target customers................................................................................9
3.1. The STDP model.......................................................................................................9
3.2. The Value Proposition.............................................................................................11
4. Company and Marketing Strategy..................................................................................11
4.1. Strategic Planning...................................................................................................11
4.2. Marketing strategy...................................................................................................14
Chapter two: Global Marketing and Market Research...........................................................16
1. Global Marketing in the firm, part one............................................................................16
2. Global Marketing in the firm, part two............................................................................18
2.1. The global marketing concept.................................................................................18
2.2. Forces for global integration an market responsiveness.........................................19
2.3. The value chain.......................................................................................................20
2.4. Value shop, Value networks....................................................................................21
2.5. Global experiental marketing...................................................................................21
2.6. Virtual value chain...................................................................................................21
3. Development of the firm’s international competitiveness...............................................22
3.1. The Porter diamond.................................................................................................22
3.2. Porter’s five forces..................................................................................................22
3.3. Value chain analysis................................................................................................23
3.4. Competitive advantage and benchmarking.............................................................24
4. Initiation of Internationalization......................................................................................24
Chapter three: Market Entry Strategies.................................................................................26
1. Export............................................................................................................................ 26
2. Intermediate...................................................................................................................27
3. Hierarchical....................................................................................................................27
Chapter four: Global Marketing Decisions.............................................................................28
1. Product decisions.......................................................................................................... 28
1
, 1.1. Defining the product................................................................................................28
1.2. Services..................................................................................................................28
1.3. Brand equity............................................................................................................ 28
2. Pricing decisions............................................................................................................ 29
2.1. International factors.................................................................................................29
3. Distribution Decisions....................................................................................................30
4. Communication decisions..............................................................................................30
4.1. Buyer-seller relationship..........................................................................................30
4.2. Key attributes of effective communication...............................................................31
4.3. The communication strategy decisions....................................................................31
4.4. Standardized or localized communication...............................................................32
4.5. Social media............................................................................................................32
5. International sourcing decisions and the role of the sub supplier...................................32
5.1. Subcontractors position in the vertical chain...........................................................32
5.2. Buyer-seller interaction............................................................................................33
2
, Chapter one: The Marketing Strategy and its relation
with Sales
1. Marketing: Creating Costumer value and Engagement
What is marketing?
Marketing process:
1.1. Understanding the marketplace and customer needs (and
wants)
Customer:
Needs Wants
They are a basic part of the They are the form of the
human nature human needs
They are basic physical, They are not basic but
social and individual specific
Marketers didn’t create They are shaped by culture
them and individual personality
When backed by buying power, ‘wants’ become demands. Eg: need for water, want is bottled
water, demand is a bottle of SPA.
Difference between marketing and sales activities:
3
