Nguyễn Thị Cẩm Giang - Sáng thứ 3

ĐẠI HỌC UEH
TRƯỜNG KINH DOANH

KHOA KINH DOANH QUỐC TẾ - MARKETING
BÀI KIỂM TRA GIỮA KỲ

Bộ môn: MARKETING QUỐC TẾ
Giảng viên phụ trách: TS. Hoàng Cửu Long

Mã lớp học phần: 22C1MAR50309609
Họ và tên sinh viên: Nguyễn Thị Cẩm Giang
Mã số sinh viên: 31201026626
TP. Hồ Chí Minh, ngày 11 tháng 10 năm 2022

Questions:
1. Discuss product alternatives and the three marketing strategies: domestic
market extension, multidomestic markets, and global market strategies.
2. Discuss the role industrial trade fairs play in international marketing of
industrial goods.
3. What special media problems confront the international advertiser?
Q1.
In order for businesses and companies to develop overseas, marketers need to come up
with viable alternatives, there are at least three options available to them.
First, for the Domestic Market Extension Strategy, we can sell the same product that is
currently sold in the domestic market. Cong coffee, for instance, has made inroads
into the Korean market while maintaining the same menu and flavor of the water
dishes already offered in Vietnam.
Next, in accordance with the Multi-Domestic Market Strategy, we will modify our
products to better suit the demands, preferences, and lifestyles of the new national
markets we are aiming for. Grab has been quite successful when entering Vietnam
because of their discovery of the high demand for motorbike taxis in Vietnam, and at
the same time, evaluate the price with many discount codes and attractive incentives
through the run ads.
Or, using the Global Market Strategy, we need to conduct in-depth study and develop
a product that truly satisfies the requirements for every market. In order to make the
best product in line with universal tastes, we must invest much in research,
production, and testing.
The crucial factor in selecting an alternate solution, nevertheless, is that the business
must do so in order to be able to grow and enter new markets. To avoid costly
mistakes, businesses need time to think things through, make meticulous plans, and
select the best course of action.
Q2.
The marketing of industrial products internationally has considerably benefited from
the function of industrial trade shows.
Businesses, brands, and facilities use trade shows as a platform to showcase and
perform production behaviors for potential customers to admire and see. Additionally,
this is a location where manufacturers and companies can view the products of rivals.
This is a chance to increase sales and build connections with distributors, suppliers,
and agents that could result in more reliable distribution channels in international
markets. Businesses can exchange contact details in addition to professional expertise
in order to strengthen partnerships in the future.
The goal of businesses attending trade fairs is to boost sales. If a day, the exhibition
shop of the enterprise only gets a few dozen visitors, then there are several thousand to
tens of thousands of visitors to visit and shop in here. When a large number of
potential consumers arrive in a short period of time, there is a natural increase in the
likelihood that they will make a purchase; hence, there will be many times more
successful orders. And everything from various brands is nearby, just a few feet away.
Customers are more likely to buy and try more thanks to this convenience.
The next is to display to the customer the essence of the brand, including the image
and the caliber of the goods and services. There are also several websites that
specialize in virtual trade shows. These frequently have extensive and multimedia
product galleries. The benefits of virtual trade exhibitions are numerous, including
transportation cost savings, but they only last a few days.
Q3.
Special problems in media:
- Availability: The problem with international advertisers is that they have to change
their ad format due to some limitations in each country. Some governments have laws
that forbid using specific forms of advertising media. For instance, a country has too
few magazines and newspapers to run all the advertising offered to them which
hinders international advertisers. On the other hand, other countries divide the market
with so many newspapers that advertisers are unable to obtain enough coverage.
- Cost: To reach customers in countries through advertising, international advertisers
have to spend on communication costs. They will negotiate with dealers. Advertising
costs for contracts vary from country to country. Advertisers can pay a large amount
of money to have their ads appear in many channels and reach many customers.
- Coverage: The issue of coverage is also quite important that baffles international
advertisers. For instance, in the highland areas, where living standards are low and
underdeveloped, TV advertising is difficult to reach. However, in big cities, there is an
excessive amount of TV advertising, and because there aren't enough prime time slots,
businesses are now compelled to use billboard advertising. Having too much or too
few to cover and reach the majority of the population is also a problem. It is difficult
to circulate customer data or coverage. The lack of data will result in the loss of
potential advertising and communication markets. Market data is difficult to collect
with high accuracy because it changes frequently and is difficult to grasp. At the same
time, some countries frequently only release data in large markets and do not mention
other small market data, making access difficult. The data is not always regularly
updated.
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ĐẠI HỌC UEH

TRƯỜNG KINH DOANH

BÀI KIỂM TRA GIỮA KỲ

Giảng viên phụ trách: TS. Hoàng Cửu Long

TP. Hồ Chí Minh, ngày 11 tháng 10 năm 2022

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