Page 126 - DMGT547_INTERNATIONAL_MARKETING

Unit 6: Negotiation and Decision Making

Notes
a single, unified database and transitioning from events, conferences and seminars to
digital marketing strategies, Siemens PLM has been able to develop more efficient, cost
effective campaigns.
Most importantly, Eloqua ensures that all leads, independent of cost, are consistently
acted upon in a personalized, targeted – but brand consistent – manner.
Client quotes
"We wanted a flow of real-time communications-not just a one-off event. If someone
responds to an offer on the first day of the campaign, they get a follow-up response five
days later. If they respond on second day they get a follow up response five days after that,
not on some arbitrary date."
"The biggest benefit of Eloqua is that it has allowed us to completely automate what we
used to do manually, increasing efficiencies and lowering our costs. It has made the results
of our online marketing actionable."
– Christian Kelley, Siemens PLM Software's vice president of demand generation

Question
1. Highlight the main issues of the case study and suggest your own solution.
Source: http://www.b2bmarketing.net/knowledgebank/international-marketing/case-studies/case-
study-siemens-plm-software-combines-global-a
6.4 Summary

This unit attempts to give an overview of the functions in as simple manner as possible.
When multinational companies segment their target markets and position their products,
cross-cultural literacy is necessary, which is a concept of globalisation, requiring a company
to “think globally and act locally”.

Without an understanding of cultural and structural differences between countries, even
leading global corporations can fail in specific markets.
Analyzing international marketing opportunities to identify unfulfilled or under fulfilled
needs that a marketer may satisfy through its products or services.
There are two main approaches to global segmentation: macro and micro approach.
Once the marketer has identified the potential opportunities in the first step now is the
time to select the groups of potential international customers (target markets) to whom to
sell the products or services.

The fourth step in the marketing process is developing the international marketing mix,
product, place, price & promotion. Marketing mix identifies four key areas for developing
a well coordinated marketing strategy.

International Market analysis tools allow a company to review external factors that dictate
how it sells goods or services to consumers.

PEST stands for political, economic, social, and technological factors that can affect a
company.
Social factors in PEST market analysis tools often deal with the perceptions of consumers
about a company or its products.

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