Sunteți pe pagina 1din 3



,QWHUQDWLRQDOPDUNHWLQJ,QWHUQDWLRQDOPDUNHWLQJEXVLQHVVVWXGLHVDQGEXVLQHVVHQJOLVK_%XVLQHVV&DVH6WXGLHV

Enter search term

Home Page

Case Studies

STEM

Revision Theory

Teaching Resources

Companies

Careers

Shop

Blog

Search

Login

Business case studies/ Business Theory/ Marketing/ International marketing/ International marketing

Marketing theory

International marketing
,QWHUQDWLRQDOPDUNHWLQJLQYROYHVUHFRJQLVLQJWKDWSHRSOHDOORYHUWKHZRUOGKDYH
GLIIHUHQWQHHGV&RPSDQLHVOLNH*LOOHWWH&RFD&ROD%,&DQG&DGEXU\6FKZHSSHV

Glossary
Supporting
Documents
7KHVHGRZQORDGVZLOOKHOSWRSXWPDUNHWLQJ
WKHRU\LQWRFRQWH[WXVLQJUHDOZRUOG
H[DPSOHVIURPUHDOEXVLQHVVHV

The use of social media in


promotion

KDYHEUDQGVWKDWDUHUHFRJQLVHGDFURVVWKHJOREH:KLOHPDQ\RIWKHSURGXFWVWKDW
WKHVHEXVLQHVVHVVHOODUHWDUJHWHGDWDJOREDODXGLHQFHXVLQJDFRQVLVWHQWPDUNHWLQJ
PL[LWLVDOVRQHFHVVDU\WRXQGHUVWDQGUHJLRQDOGLIIHUHQFHVKHQFHWKHLPSRUWDQFHRI
LQWHUQDWLRQDOPDUNHWLQJ2UJDQLVDWLRQVPXVWDFFHSWWKDWGLIIHUHQFHVLQYDOXHVFXVWRPV
ODQJXDJHVDQGFXUUHQFLHVZLOOPHDQWKDWVRPHSURGXFWVZLOORQO\VXLWFHUWDLQFRXQWULHV

'LVFRYHUKRZ1DWLRQDO7UXVWHPSOR\HG
PDUNHWLQJWKHRU\WRVXFFHHGLQWKHQRQSURILW
LQGXVWU\E\GRZQORDGLQJRXUSUHPLXPFDVH
VWXG\

DQGWKDWDVZHOODVWKHUHEHLQJJOREDOPDUNHWVHJIRU%,&DQG*LOOHWWHUD]RUVDQGIRU

'RZQORDGDV3')

&RFD&RODGULQNVWKHUHDUHLPSRUWDQWUHJLRQDOGLIIHUHQFHVIRUH[DPSOHDGYHUWLVLQJLQ

'RZQORDGDV03

&KLQDDQG,QGLDQHHGWRIRFXVRQORFDOODQJXDJHV-XVWDVWKHPDUNHWLQJHQYLURQPHQW
KDVWREHDVVHVVHGDWKRPHWKHRYHUVHDVSRWHQWLDORIPDUNHWVKDVWREHFDUHIXOO\
VFUXWLQLVHG)LQGLQJUHOHYDQWLQIRUPDWLRQWDNHVORQJHUEHFDXVHRIWKHXQIDPLOLDULW\RI
VRPHORFDWLRQV7KHSRWHQWLDOPDUNHWVL]HGHJUHHDQGW\SHRIFRPSHWLWLRQSULFH
SURPRWLRQDOGLIIHUHQFHVSURGXFWGLIIHUHQFHVDVZHOODVEDUULHUVWRWUDGHKDYHWREH

2QOLQHSUHYLHZ
Using sponsorship to increase
brand awareness

DQDO\VHGDORQJVLGHWKHFRVWHIIHFWLYHQHVVRIYDULRXVW\SHVRIWUDQVSRUW7KH
RUJDQLVDWLRQWKHQKDVWRDVVHVVWKHVFDOHRIWKHLQYHVWPHQWDQGFRQVLGHUERWKVKRUW
DQGORQJWHUPWDUJHWVIRUDQDGHTXDWHUHWXUQ

2ZQ%XVLQHVLQ%DQJODGHVK
3URPRWH(GXFDWLRQ (PSOR\DELOLW\ZLWK-HWNLQJ&RQWDFW1RZ

'LVFRYHUKRZ,QILQLWLXVHGPDUNHWLQJWKHRU\
WRSURVSHULQWKHDXWRPRWLYHLQGXVWU\E\
GRZQORDGLQJRXUSUHPLXPFDVHVWXG\

'RZQORDGDV3')
'RZQORDGDV03

2QOLQHSUHYLHZ
The marketing mix in the food

%HIRUHEHFRPLQJLQYROYHGLQH[SRUWLQJDQRUJDQLVDWLRQPXVWILQGWKHDQVZHUVWRWZR

industry

TXHVWLRQV
,VWKHUHDPDUNHWIRUWKHSURGXFW"
+RZIDUZLOOLWQHHGWREHDGDSWHGIRURYHUVHDVPDUNHWV"
7KHSURGXFWPXVWSRVVHVVFKDUDFWHULVWLFVWKDWPDNHLWDFFHSWDEOHIRUWKHPDUNHW
WKHVHPD\EHIHDWXUHVOLNHVL]HVKDSHGHVLJQSHUIRUPDQFHDQGHYHQFRORXU)RU
H[DPSOHUHGLVDSRSXODUFRORXULQ&KLQHVHVSHDNLQJDUHDV2UJDQLVDWLRQVDOVRKDYH
WRFRQVLGHUGLIIHUHQWODQJXDJHVFXVWRPVDQGKHDOWKDQGVDIHW\UHJXODWLRQV
KWWSEXVLQHVVFDVHVWXGLHVFRXNEXVLQHVVWKHRU\PDUNHWLQJLQWHUQDWLRQDOPDUNHWLQJKWPOD[]][W8-1]

)LQGRXWKRZ0F&DLQ)RRGVHPSOR\HG
PDUNHWLQJWKHRU\WRWKULYHLQWKHIRRG GULQN
LQGXVWU\E\GRZQORDGLQJRXUSUHPLXPFDVH
VWXG\

'RZQORDGDV3')
'RZQORDGDV03




,QWHUQDWLRQDOPDUNHWLQJ,QWHUQDWLRQDOPDUNHWLQJEXVLQHVVVWXGLHVDQGEXVLQHVVHQJOLVK_%XVLQHVV&DVH6WXGLHV

2QOLQHSUHYLHZ

&DWDORJXH3ULQWLQJ&KLQD
+LJK4XDOLW\3ULQWLQJ)DLU3ULFH%RRNV0DJD]LQHV
1RWHERRNV 0RUH

Standardisation
,IDFRPSDQ\RIIHUVDSURGXFWZKLFKLVXQGLIIHUHQWLDWHGEHWZHHQDQ\RIWKHPDUNHWVWR
ZKLFKLWLVRIIHUHGWKHQVWDQGDUGLVDWLRQLVWDNLQJSODFH7KHJUHDWEHQHILWRI
VWDQGDUGLVDWLRQLVWKHDELOLW\WRFRPSHWHZLWKORZFRVWVRYHUDODUJHRXWSXW
7KHGLDJUDPEHORZLOOXVWUDWHVWKHXVHRIDVWDQGDUGLVHGSURGXFWVDQGPDUNHWLQJPL[
,QPRVWPDUNHWV
KRZHYHUWKHUHDUH
PDQ\EDUULHUVWRVWDQGDUGLVDWLRQ,WLVQRWGLIILFXOWWRWKLQNDERXWWKHVWDQGDUGPDUNHWLQJ

Sponsorship as part of the


marketing mix

'LVFRYHUKRZ)RUGXVHGPDUNHWLQJWKHRU\WR
WKULYHLQWKHDXWRPRWLYHLQGXVWU\E\
GRZQORDGLQJRXUSUHPLXPFDVHVWXG\

'RZQORDGDV3')
'RZQORDGDV03

2QOLQHSUHYLHZ
Protecting the marketing mix
through intellectual property
rights

PL[IRUDSURGXFWDQGKRZWKLVPLJKWYDU\IURPRQHFRXQWU\WRDQRWKHU)RUH[DPSOH

SURGXFWWDVWHVDQGKDELWVGLIIHUEHWZHHQPDUNHWV
SULFHFRQVXPHUVKDYHGLIIHUHQWLQFRPHV
SODFHV\VWHPVRIGLVWULEXWLRQYDU\ZLGHO\
SURPRWLRQ&RQVXPHUV
PHGLDKDELWVYDU\DVGRODQJXDJHVNLOOVDQGOHYHOVRI
OLWHUDF\

'LVFRYHUKRZ,QWHOOHFWXDO3URSHUW\2IILFH
DSSOLHGPDUNHWLQJWKHRU\WRWKULYHLQWKH
SXEOLFVHFWRULQGXVWU\E\GRZQORDGLQJRXU
SUHPLXPFDVHVWXG\

'RZQORDGDV3')
'RZQORDGDV03

:LWKGLIIHUHQWLDWHGPDUNHWLQJRQWKHRWKHUKDQGDQRUJDQLVDWLRQZLOOVHJPHQWLWV

2QOLQHSUHYLHZ

RYHUVHDVPDUNHWVDQGRIIHUDPDUNHWLQJPL[WRPHHWWKHQHHGVRIHDFKRILWVPDUNHWV
7KHJUHDWEHQHILWRIVWDQGDUGLVDWLRQLVWKDWFRVWVDUHORZHUHGSURILWDELOLW\LVLQFUHDVHG
DQGWKHWDVNRIVXSSO\LQJGLIIHUHQWPDUNHWVEHFRPHVVXEVWDQWLDOO\HDVLHU
7KHGLDJUDPLOOXVWUDWHVWKHSURFHVVRIDGDSWLQJWKHPDUNHWLQJPL[WRPHHWWKHQHHGVRI
GLIIHUHQWJHRJUDSKLFDOPDUNHWV
+RZHYHULWFRXOG
DOVREHDUJXHGWKDW
WKHVXFFHVVRI
PDQ\SURGXFWVLQ
LQWHUQDWLRQDO
PDUNHWVKDVFRPH
DERXWEHFDXVHPDUNHWHUVKDYHVXFFHVVIXOO\DGDSWHGWKHLUPDUNHWLQJPL[WRPHHWORFDO
QHHGV

Related Theory
2YHUVHDVPDUNHWLQJ

Newsletter
6XEVFULEHWRRXUQHZVOHWWHUIRUFXUUHQW
EXVLQHVVQHZVLQFOXGLQJOHVVRQSODQVDQG
DFWLYLW\LGHDV

1DPH
(PDLO
,
PD 6WXGHQW
6XEVFULEH

7RDODUJHH[WHQWWKHVWDQGDUGLVDWLRQDGDSWDWLRQGLOHPPDGHSHQGVXSRQDQ
RUJDQLVDWLRQ
VYLHZRILWVRYHUVHDVPDUNHWVDQGWKHGHJUHHWRZKLFKLWLVSUHSDUHGWR
FRPPLWLWVHOIWRPHHWLQJWKHQHHGVRIRYHUVHDVFXVWRPHUV7KHUHDUHWKUHHPDLQ
DSSURDFKHVZKLFKFDQEHDSSOLHG
3RO\FHQWULVPZLWKWKLVPDUNHWLQJDSSURDFKDEXVLQHVVZLOOHVWDEOLVKVXEVLGLDULHV
HDFKZLWKWKHLURZQPDUNHWLQJREMHFWLYHVDQGSROLFLHVZKLFKDUHGHFHQWUDOLVHGIURP
WKHSDUHQWFRPSDQ\$GDSWDWLRQWDNHVSODFHLQHYHU\PDUNHWXVLQJGLIIHUHQWPL[HVWR
VDWLVI\FXVWRPHUUHTXLUHPHQWV

Share this page


:HLQYLWH\RXWRVKDUHWKLVSDJHZLWKRWKHUV
DQGKDYHSURYLGHGHYHU\WKLQJ\RXQHHGWR
VKDUHWKLVSDJHEHORZ

KWWSEL]FDVHV28T'<

KWWSEXVLQHVVFDVHVWXGLHVFRXNEXVLQHVVWKHRU\PDUN

DKUHI KWWSEXVLQHVVFDVHVWXGLHVFRXNEXVLQHVVWKH

(WKQRFHQWULVPRYHUVHDVRSHUDWLRQVDUHFRQVLGHUHGWREHRIOLWWOHLPSRUWDQFH
3ODQVIRURYHUVHDVPDUNHWVDUHGHYHORSHGDWKRPH7KHUHLVOLWWOHUHVHDUFKWKH
PDUNHWLQJPL[LVVWDQGDUGLVHGDQGWKHUHLVQRUHDODWWHQWLRQWRGLIIHUHQWFXVWRPHU
KWWSEXVLQHVVFDVHVWXGLHVFRXNEXVLQHVVWKHRU\PDUNHWLQJLQWHUQDWLRQDOPDUNHWLQJKWPOD[]][W8-1]

Share this website






,QWHUQDWLRQDOPDUNHWLQJ,QWHUQDWLRQDOPDUNHWLQJEXVLQHVVVWXGLHVDQGEXVLQHVVHQJOLVK_%XVLQHVV&DVH6WXGLHV

QHHGVDQGUHTXLUHPHQWVLQHDFKPDUNHW
*HRFHQWULVPVWDQGDUGLVDWLRQWDNHVSODFHZKHUHYHUSRVVLEOHDQGDGDSWDWLRQWDNHV
SODFHZKHUHQHFHVVDU\7KLVLVDSUDJPDWLFDSSURDFK

7ZHHW

N
/LNH

$FRQIHFWLRQHU\DQGVRIWGULQNVPDQXIDFWXUHUOLNH&DGEXU\6FKZHSSHVW\SLFDOO\
SURGXFHVDUDQJHRIVWDQGDUGLWHPVWKDWDUHVROGWKURXJKRXWWKHJOREHXVLQJVLPLODU
PDUNHWLQJPL[+RZHYHUGLIIHUHQFHVPD\RFFXULQVXFKDVSHFWVDVGLVWULEXWLRQ
FKDQQHOVDQGSULFLQJDVZHOODVDGYHUWLVLQJLQODQJXDJHVWKDWDUHUHOHYDQWWRSDUWLFXODU
FXOWXUHV,QDGGLWLRQVXFKDFRPSDQ\ZRXOGSURGXFHVRPHSURGXFWVZKLFKFDWHUIRU
SDUWLFXODUWDVWHVDQGZKLFKDUHUHOHYDQWWRSDUWLFXODUFXOWXUHV1HZSURGXFWVPLJKW
WKHQEHWHVWHGLQDUHJLRQDODUHDEHIRUHFRQVLGHUDWLRQRIZKLFKRWKHUDUHDVRIWKH
JOREHWRUROORXWWKDWSURGXFWWR
6WDQGDUGLVDWLRQUHIHUVWRPDQXIDFWXULQJPDUNHWLQJRUHPSOR\LQJRWKHUSURFHVVHVLQ
DVWDQGDUGZD\
'LIIHUHQWLDWLRQLVWKHSURFHVVRIPDNLQJSURGXFWVRUDVSHFWVRIWKHPDUNHWLQJPL[
GLIIHUHQWVRDVWRDSSHDOWRGLIIHUHQWPDUNHWV

&ULDUFRQWD)DFHERRN
&RQHFWHVHDDPLJRVIDPLOLDUHVHFROHJDV&ULHVHX
SHUILOKRMH

Find marketing case studies


Balancing the marketing mix through
creative and innovative strategies
(GLWLRQ
7KLVPDUNHWLQJFDVHVWXG\GHPRQVWUDWHVWKHLPSRUWDQFH
DQGDSSOLFDWLRQRIWKHPDUNHWLQJPL[

Creating value through the marketing mix


(GLWLRQ

7KLVFDVHVWXG\IRFXVHVRQWKHPDUNHWLQJVWUDWHJLHV
XVHGE\$OGLWRLQFUHDVHLWVPDUNHWVKDUHDQGHQFRXUDJH
OR\DOFXVWRPHUV

%XVLQHVV&DVH6WXGLHV&RQWDFW&RS\ULJKW3ULYDF\3ROLF\7HUPVRI6HUYLFH&DVHVWXG\VLWHPDS6KRS%XVLQHVV&DVH6WXGLHVEORJ)LQGXVRQ)DFHERRN)ROORZXV
RQ7ZLWWHU
&RS\ULJKW%XVLQHVV&DVH6WXGLHV//35HJLVWHUHGLQ(QJODQG2&9$7

KWWSEXVLQHVVFDVHVWXGLHVFRXNEXVLQHVVWKHRU\PDUNHWLQJLQWHUQDWLRQDOPDUNHWLQJKWPOD[]][W8-1]



S-ar putea să vă placă și