International marketing management structure and task at the enterprise.
International Marketing-management is a process of realization of the chosen variant of the enterprise’s international marketing activity appearing in the form of international marketing strategy (described as a marketing plan for implementation of the marketing-mix strategies intended for one or more foreign markets)
Strategy is the matching of the activities of an organization to the environment on which it operated and its own recourse capabilites.
The Set of Marketing Management Tasks: developing marketing strategies and plans, connecting with customers, building strong brands, shaping the market offerings, delivering and communicating value, capturing marketing insights and performance, creating successful long-term growth.
Stages of international marketing plan formation
Levels of Strategic Planning: Corporate strategic planning, Business level strategy, Functional level strategy
Considering the functional level strategy we must speak about the concept of Holistic marketing which incorporates internal marketing, ensuring that everyone in the organization embraces appropriate marketing principles, especially senior management.
Holism is the idea that natural systems (physical, biological, chemical, social, economic, mental, linguistic, etc.) and their properties, should be viewed as wholes, not as collections of parts. This often includes the view that systems somehow function as wholes and that their functioning cannot be fully understood solely in terms of their component parts.
Holistic Marketing is the idea that marketing is everything. It is the idea that to truly be successful an organization must have a holistic approach to marketing where each facet of the organization is focused on how to add value to the customer and communicate that value.
International Marketing Activity Managing:Export department,International division,Global Organization
International Division Operating Units Types:geographical organizations; world product groups; international subsidiaries.
The Organizational Strategies of Global Organizations:1.A global strategy treats the world as a single market. 2.A multinational strategy treats the world as a portfolio of national opportunities. 3. A “global” strategy standardized certain core elements and localizes other elements.
International Organization Structure Types: Functional, Product, Geographical
The purpose of the marketing plan is to create sustainable competitive advantages in the global marketplace.
The International Marketing Plan is based in a firm’s mission (purpose of the business) and vision (where do we want to go). Developing an international marketing plan is the systematic process involving the assessment of market opportunities combined with internal sources, the determination of marketing objectives, and the plan for implementation of international marketing mix. The plan describes marketing activities that the firm should perform during a specified time period (usually one to three years)
Stages of International Marketing Plan Formation: Situation analysis- Marketing opportunities- International Market Selection-Positioning on the foreign market- Marketing goals and objectives- Foreign markets entry mode strategy- Designing the International marketing mix program- Budgeting
The classic quantification of a global marketing plan appears in the form of budgets