Expansão Geográfica Mkt Internacional Marketing Internacional

Apresentação em tema: "Expansão Geográfica Mkt Internacional Marketing Internacional"— Transcrição da apresentação:

1 Expansão Geográfica Mkt Internacional Marketing Internacional
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

2 Expansão do Produto / comunicação
Mkt Internacional Marketing Internacional Expansão do Produto / comunicação Mesmo produto e mesma comunicação Estratégia mais fácil e mais lucrativa; Perigo - etnocentrismo ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

3 Expansão do Produto / Adaptação da comunicação
Mkt Internacional Marketing Internacional Expansão do Produto / Adaptação da comunicação Mesmo produto - comunicação diferente; Produto preenche necessidade diferente; mantém o produto modifica a comunicação ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

4 Adaptação do Produto / Extensão da comunicação
Mkt Internacional Marketing Internacional Adaptação do Produto / Extensão da comunicação Adaptação do produto ao consumidor local; Mesmo apelo na comunicação de Marketing ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

5 Adaptação do Produto / comunicação
Mkt Internacional Marketing Internacional Adaptação do Produto / comunicação Adaptação do produto ao consumidor local; Adaptação da comunicação ao consumidor local. ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

6 Invenção de Produto Mkt Internacional Marketing Internacional
Novo produto para o mercado mundial; Estudar gosto e preferências para adaptar os produtos ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

7 Estratégias de Determinação de Preço Global
Mkt Internacional Marketing Internacional Estratégias de Determinação de Preço Global ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

8 Considerações para formação do Preço
Mkt Internacional Marketing Internacional Considerações para formação do Preço Ambiente Governo ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Estrutura de Custos Concorrência Escola de Negócios

9 Mkt Internacional Estratégias de Preços Preço Skimming ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Foco no segmento que concorda em pagar um preço mais alto; Produtos exclusivos; Fase intradutório do ciclod e vida dos produtos; Maximizar a receita Escola de Negócios

10 Preço Penetração Estratégia para ganhar participação de mercado;
Mkt Internacional Marketing Internacional Preço Penetração ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Estratégia para ganhar participação de mercado; Mercados com concorrentes já estabelecidos; Desafiar marcas dominantes; Escola de Negócios

11 Preço de Defesa de Mercado
Mkt Internacional Marketing Internacional Preço de Defesa de Mercado ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Estratégia para impedir crescimento da concorrência; Países com custos de produção mais baixos – vantagens; Câmbios; Escola de Negócios

12 Mkt Internacional Marketing Internacional Preço de Procedência ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Utilização da procedência como diferencial de preços; Países com histórico de excelência em determinados produtos; Escola de Negócios

13 Preço de margem sobre os custos
Mkt Internacional Marketing Internacional Preço de margem sobre os custos ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Estratégia frequente; Custos (custos diretos e indiretos) mais margem de lucro atribuída; Forma fácil de calcular e prever o preço no mercado. Escola de Negócios

14 Preço de mercado cinza Importação paralela;
Mkt Internacional Marketing Internacional Preço de mercado cinza ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Importação paralela; Produto importado por empresa não autorizada; Preços menores do que o representante oficial (pode não ter a mesma garantia) Escola de Negócios

15 Dumping Preço menor do que o país de origem; Concorrência desleal;
Mkt Internacional Marketing Internacional Dumping ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Preço menor do que o país de origem; Concorrência desleal; Prática coibida pelo GATT/OMC e pelos países. Escola de Negócios

16 Canais de Marketing Global e Distribuição Física
Mkt Internacional Marketing Internacional Canais de Marketing Global e Distribuição Física ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

17 Considerações do Canal
Mkt Internacional Marketing Internacional Considerações do Canal Ponto ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Disponibilidade do produto em local conveniente; Escola de Negócios

18 Considerações do Canal
Mkt Internacional Marketing Internacional Considerações do Canal Tempo ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Disponibilidade do produto quando desejado; Escola de Negócios

19 Considerações do Canal
Mkt Internacional Marketing Internacional Considerações do Canal ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Forma Produto em condições adequadas; Escola de Negócios

20 Tipos de Distribuição Agentes independentes; Atacadistas;
Mkt Internacional Marketing Internacional Tipos de Distribuição ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Indireta Agentes independentes; Atacadistas; Representantes; Distribuidores. Direta Lojas de varejo; Força de vendas; Estoques. Escola de Negócios

21 Consideração no desenho do canal
Mkt Internacional Marketing Internacional Consideração no desenho do canal ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Características do Produto Cliente Número de clientes; Distribuição Geográfica; Volume de Vendas; Renda – Hábitos de compra Padronização; Perecibilidade; Necessidade de Serviços; Preços. Escola de Negócios

22 Consideração no desenho do canal
Mkt Internacional Marketing Internacional Consideração no desenho do canal Características dos intermediários Seleção de distribuidores e agentes ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Interesse na maximização do lucro; Não desenvolve mercado (resistência novos produtos); Pouco comprometimento. Crítico para os resultados; Critérios de escolha (experiêcnia, comprometimento, poder financeiro etc.) Escola de Negócios

23 Consideração no desenho do canal Desempenho de Agentes Distribuidores
Mkt Internacional Marketing Internacional Consideração no desenho do canal ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Metas; Gerenciamento: Treinamento, Suporte, Incentivos (prêmios, comissões, investimentos etc.) Desempenho de Agentes Distribuidores Escola de Negócios

24 Canal de Marketing Eletrônico
Mkt Internacional Marketing Internacional Canal de Marketing Eletrônico Alcance Global Conveniência/ processamento rápido das transações Eficiência e Flexibilidade Relacionamento (CRM) Menores custos com vendas e Distribuição Vantagens ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Escola de Negócios

25 Canal de Marketing Eletrônico
Mkt Internacional Marketing Internacional Canal de Marketing Eletrônico Falta de contato com o produtos Posse não é imediata Atendimento dos pedidos e logística não possuem velocidade da internet Compras baseadas apenas nas razões de aquisição do produto Preocupações com segurança ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Desvantagens Escola de Negócios

26 Estruturas Mkt Internacional Marketing Internacional
Venda porta-a-porta ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Loja Própria Escola de Negócios

27 Estruturas Mkt Internacional Marketing Internacional Franquias
______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Estrutura combinada Escola de Negócios