The internationalization of marketing requires exact planning activities of a company. The company may directly or indirectly export (without agents or local importer). Licensing and franchising represent the next stage in the process of internationalization. Licensing refers to an agreement of the company with a partner who can produce the company license and sell sometimes in the target market. Franchising also allows the partner to take over the entire marketing concept of the company and perform abroad. A joint venture is a joint venture founded by the company entering into the international market and a local company.
For the internationalization company, this procedure reduces the financial risk. Also the local partner brings market knowledge, which may be useful for the market development. Called subsidiary sales offices in the guest market, that have the aim to intensify the marketing spot and control. If increase the sales figures in the target market and a higher number of products offered may, starts in many cases also a production site (production). The last step in the process of internationalization is the subsidiary company, which represents a legally independent company and relatively independently from the parent undertaking performs all market processes in the target market. Internationalization phase towards decisions of the internationalization of marketing strategy beginning internationalization internationalization competence and resources check market choice market choice, taking into account the economic, legal and cultural environment determine the possible market position in the target market (market potential and competition analysis) market choice of market entry strategy in the target market (export, joint venture or branch locally) marketing definition of international marketing objectives standardisation or adaptation of the marketing mix to the requirements of the target market control and evaluation of market development market expansion Provision of additional customer segments, which are to be opened up in development of new products for the target market adjustment of the organizational structure on the conditions of the target market of current developments relationship marketing the concept of relationship marketing is based on the premise, with customers simplify the good relations to the market processes. The dialogue and the relationship between customers and companies are therefore at the heart of this marketing approach, the main goals are customer acquisition and customer retention. Marketing activities, where the consumer using a mobile device such as a mobile phone or palmtop is addressed may refer to the marketing via mobile devices.
Consumers can be reached at all times and everywhere. Social marketing refers to marketing activities that ethics of the company include also social responsibility in their respective marketing activities. Eco marketing refers to the holistic orientation of the marketing concept based on ecological principles. The basis for this is an environment-oriented Corporate concept. Ing. Philipp BREIER