GROUP 1
TAMMY
KATHERINE
JESSICA
MARK
FROST
FRED
businesses
Small target market
Multi-step of buying process, longer sales cycle
Buying decision base on the business value.
E.g. CIE buys materials and tools of teaching for the
lecturers.
customers
Large target market
Single step of buying process, shorter sales cycle
Emotional buying base on status, desire or price.
E.g. Students have to pay the fee for the study
programs of CIE.
DOMESTIC MARKETING
vs.
INTERNATIONAL MARKETING
DOMESTIC MARKETING
INTERNATIONAL MARKETING
financial resources.
International
Marketing
Domestic Marketing
Competition
Documentation
subject to complex
documentation
Cash, Cheques
Society and
Culture
Relatively homogeneous
market
Similar purchasing habits
International
Marketing
Domestic Marketing
Barriers
no restrictions
Currencies
different currencies
same currencies
Government
Interference
interference is zero or
minimum
INTERNATIONAL MARKETING
Invest to developing countries (Laos, Cambodia,
Indonesia)
Prepare marketing plans by local language
Calculate tuition fee by local currency
Analyze regional governments policies
Analyze competitive advantages compared to other
competitors.