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Unit 7: International Marketing Mix – Price

In this unit we will examine the second element of the international marketing mix: price. We will examine the difference between pricing decisions taken within the domestic context, compared to those within the international sphere. We will examine the various factors that influence international pricing decisions: product factors, firm-level factors, environmental factors, and market factors.

We will also assess the various pricing strategies available to the firm operating in the international environment. For example, skimming and penetration strategies. We will take a brief look at the implications of the Internet for pricing across global markets and also finish off with a brief analysis of some the practicalities involved in implementing an international pricing strategy: terms of sale and payment and also the specifics of export financing.

In this unit we shall:

Examine the role of pricing within the international marketing mix
Assess the various factors that influence international pricing strategies, together with the actual strategy options available
Investigate the effects of the Internet on global pricing strategies
Evaluate some of the practicalities involved in operating an international pricing strategy in the current global environment
On completion of this unit you will be able to:

Identify and apply some of the key international pricing strategies available to the global marketer as part of the international marketing mix
Discuss some of the practicalities involved in operating an international pricing strategy; such as, terms of delivery and sale and also export financing

Unit 8
Unit 8

Unit 8: International Marketing Mix – Place

In this unit we will consider the ‘place’ element of the international marketing mix. Those of you already familiar with the marketing mix from your previous studies will realise that place relates to the distribution and logistics decisions taken by the firm. In this unit we will consider external determinants that can influence the organisation when deciding upon the most appropriate channel. We will consider the structure of international market channels and also the management and control of those distribution channels.

The practicalities of cross-border logistics will also be examined and the implications of the Internet for international distribution. The unit will finish with an examination of the unauthorised distribution channels commonly known as ‘grey marketing’ or ‘parallel importing’ and their effects upon the international marketing strategy of the organisation.

In this unit we shall:

Examine the key characteristics of place as a constituent of the international marketing mix
Assess the external factors that influence the distribution and logistical decisions adopted by the organisation
Consider channel structure, together with the management and control of those distribution channels
Examine the practicalities of cross-border logistics and also consider the implications of the Internet on international distribution
Investigate the effects of the ‘grey market’ on the international distribution strategy of the organisation.
On completion of this unit you will be able to:

Explain the key characteristics and the external factors that shape the formulation of distribution and logistics within the international marketing strategy of an organisation
Identify the most appropriate channel structure and justify the necessary management and control measures needed
Evaluate the practicalities of cross-border logistics and assess the impact of the Internet on international pricing strategies and also the effects of parallel imports