The unique challenges of B2B international marketing
Understanding the impacts of local culture and markets
Description
Marketing in an international environment presents many unique challenges. Whilst customers may have the same needs, ways of fulfilling them can be impacted by differences in market structure, local competition and culture. Many an international product manager visiting a new country will have experienced those apocryphal words from local staff 'we can't do that, my market's different'! Undoubtedly there are genuine differences between markets, so how do you get the right balance between standardisation and customisation?
In this three hour workshop for B2B professionals we will concentrate on three essential elements:
* Market and customer driven challenges - Understanding the real differences between markets and what drives them. How global, regional or local are customers? Do competitive structures vary by country? How can we research the differences?
* Internal challenges - Structures, channels, cultures and politics can all impact the speed that we can move, so how can we best navigate these potential obstacles?
* Implementation challenges - Can we produce international marketing programmes, collateral and communications or do we need to modify approaches to take account of local differences?
This workshop will be of value both to those already working in international businesses or who are considering entering new international markets.
Speaker: Lynn Mathieson
Lynn has worked at board level in strategic marketing roles across a wide range of B2B global industries, with complex competitive environments and a mix of global and local customer segments. Lynn has held global, regional and local operating unit marketing roles and knows from practical experience how different the world can look depending on where in you sit the organisation. Lynn holds an MBA, is a FCIM and a Chartered Marketer.
Registration from 18:00, this event begins at 18:30 and finishes at 21:30.
Price information
| Member: | £60.00 |
|---|
| Studying Member: | £55.00 |
|---|
| Student: | £65.00 |
|---|
| Guest: | £65.00 |
|---|
Price includes a selection of sandwiches, tea, coffee, fruit juice and water. Please contact the events team with any special requirements. |
Alternative Pay Details: Please book online for this event. If you cannot do so please call The Chartered Institute of Marketing on +44 (0)1628 427340. |
Contact details