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MBA 6601nternational Marketing Philosophies Essay

MBA 6601nternational Marketing Philosophies Essay

MBA 6601nternational Marketing Philosophies Essay

The unit lesson explains five international marketing philosophies. Which orientation mostly applies to Maytag’s washers and dryers? Explain why. What are the international implications for Maytag in respect to how they should market in other countries?

For your own firm, what is (or might be) the optimum marketing philosophy and why?
Unit Lesson

There are two ways to look at global marketing strategies. One way is to look at a company’s marketingorientation. Marketing orientation refers to the philosophy that guides a company’s marketing strategies. Inthe United States, marketing orientation started with the production concept (1920s) and evolved to the present day holistic marketing concept. Along the way, several distinct variations emerged that seem to work well in the foreign markets. These orientations depend on the types of products produced and the types of buyers purchasing the goods. The second way to study global marketing strategies is to analyze the marketing mix of the product. The marketing mix is the 4 Ps: product, place, price, and promotion.

Marketing Orientations

There seem to be five types of marketing philosophies that have managed to stay significant. Typically, acompany’s marketing strategy will depend on whether the company is production oriented, sales oriented, or customer oriented. A combined strategy of all three yields a strategic marketing concept. Last and still emerging is the force of social marketing, sometimes referred to as nonmarket strategies.

Production orientation: The production concept focuses on products that are mass produced, have a low price relative to disposable income, come with a standard design, have low risk of product failure, and a short window from purchase to consumption. These types of products require advertising and sales promotion to pull them through the distribution channel. Consequently, manufacturers achieve high production efficiency, low costs, and mass distribution. This type of product could be a low value-added commodity, such as copper or wheat, or a high value-added product, like a candy bar or a standard automobile. This type of concept works well in a country that has low labor manufacturing costs, such as in China or Vietnam.

Sales orientation: The sales concept focuses on products that are custom made. The consequences of failure might be high, the expense is so high only large organizations like governments can afford them, and

UNIT VI STUDY GUIDE
Managing International Operations, Part 1: Marketing and Organizational Structures

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