1 Creado por Sebastian Lozano para MultiLing Corporation MARKETING INTERNACIONAL CLAVES PARA EL ÉXITO DEL EXPORTADOR
2 Creado por Sebastian Lozano para MultiLing Corporation MARKETING INTERNACIONAL
3 Creado por Sebastian Lozano para MultiLing Corporation MARKETING INTERNACIONAL 1. EL MERCADO GLOBAL Globalización de Mercados: Process by which the people of the world are unified into a single society and function together. Commerce is increasingly global in scope today. Razones: - Technology: (internet, celular, GPS, Electronic Funds Transfer, etc.) - FTAs: (NAFTA, WTO, European Community, UNASUR, Andean Community, etc.) - Cost: Tariffs (taxes, etc.) and Non-Tariffs (Bureaucracy, Quotas, Taxes, etc.) - Competition (domestic saturation, national overkilled)
4 Creado por Sebastian Lozano para MultiLing Corporation MARKETING INTERNACIONAL 2. ¿QUÉ ES EL MARKETING INTERNACIONAL? International marketing is simply the application of marketing principles to more than one country. INTERNATIONAL VS. GLOBAL - Global marketing is basically when a company looks at the entire world as one market. - International marketing is when a company that is based in one country decides to sell products in another. It sets up offices and headquarters in the other countries.
5 Creado por Sebastian Lozano para MultiLing Corporation MARKETING INTERNACIONAL 3. LA EVOLUCION DEL MARKETING - Marketing Doméstico: When a business markets its products or services within the political boundaries of a country. - Marketing de Exportación: When a business began exporting, reluctantly, to the occasional foreign customer who sought them out. - Marketing Internacional: When a business buy firms in the foreign countries to take advantage of relationships, storefronts, factories, and personnel already in place - Marketing Multinacional: When a business markets its products and servicesin many countries around the world. - Marketing Global: A business views the world as one market and markets the same product and service everywhere.
6 Creado por Sebastian Lozano para MultiLing Corporation MARKETING INTERNACIONAL 4. ELEMENTOS DEL MARKETING GLOBAL - Producto: ¿Qué? (auto, cochinilla, pisco, algodon) - Precio: ¿Cuánto? (costo + precio de calle + unico) - Promoción: ¿Cómo? (mensaje) - Plaza: ¿Dónde? (virtual vs. real / domestico vs. internacional)
7 Creado por Sebastian Lozano para MultiLing Corporation MARKETING INTERNACIONAL 5. PROMOCIÓN: IMPORTANCIA DE LA COMINICACIÓN INTERNACIONAL Promoción: It is the message about your product and/or service you want to convey to your market audience (prospects and clients). Comunicación: The process of transferring information from one source to another. - Lenguaje: Is a term most commonly used to refer to so called “natural languages” - Cultura: The totality of socially transmitted behavior patterns, arts, beliefs, institutions, and all other products of human work and thought. Grandes Obstaculos:
8 Creado por Sebastian Lozano para MultiLing Corporation MARKETING INTERNACIONAL 5.1 ¿CÓMO SUPERAR LA BARRERA DEL IDIOMA? “You have something to say to the world about your products and services…you need to say it the way you mean it.” Traducción: Expresar en una lengua lo que esta escrito o se ha expresado en otra.
9 Creado por Sebastian Lozano para MultiLing Corporation MARKETING INTERNACIONAL 5.1 ¿CÓMO SUPERAR LA BARRERA DEL IDIOMA? ¿A quién contrataras para que te hagan tu traducción? Empleado Bilingüe - Characteristics: A bilingual employee is someone in your company who speaks the target language. - Benefits: Low out of pocket cost and he or she may have subject matter expertise - Limitations: Not a localization professional; Limited capacity; No QA steps; No tools; No process; Timelines uncertain; Consistency and quality are likely poor; High risk of missing deadlines; Hidden costs; Updates are expensive. - Considerations: Competing responsibilities at work, Availability,and using in-house resources to review the final deliverable is highly recommended.
10 Creado por Sebastian Lozano para MultiLing Corporation MARKETING INTERNACIONAL 5.1 ¿CÓMO SUPERAR LA BARRERA DEL IDIOMA? Agente Extranjero - Characteristics: A foreign distributor, agent or representative's translation "cost" may be negotiated as part of overall sales agreement - Benefits: Low out of pocket cost, may have subject matter expertise and someone else is responsible for project - Limitations: Not a localization professional; Limited capacity; No QA steps; No tools; No process; Extended timelines; Consistency and quality may be poor; High risk of missing deadlines; Hidden costs; Updates are expensive - Considerations: Everything should be negotiated "up front" when the distribution agreement is prepared and you may lose control over content and quality. Ownership, copyright, and IP issues are all a concern. Unauthorized changes might be made and go undetected and content consistency between different target languages can be difficult to maintain.
11 Creado por Sebastian Lozano para MultiLing Corporation MARKETING INTERNACIONAL 5.1 ¿CÓMO SUPERAR LA BARRERA DEL IDIOMA? Traductor Independiente - Characteristics: Independent contractors that specialize in one language are often locally available. - Benefits: Offers easy access and a quick turnaround on small projects - Limitations: May not have translation memory and other sophisticated tools; Limited capacity; Longer timelines on larger projects; No independent QA (if any); Quality may be an issue; Updates can be expensive; May have no DTP capability; one language pair only - Considerations: For small, single language projects, this might be the right solution. Expect to provide a lot of project management support for ongoing single or multiple Language translation efforts. But, with only one linguistic step, quality may be substandard.
12 Creado por Sebastian Lozano para MultiLing Corporation MARKETING INTERNACIONAL 5.1 ¿CÓMO SUPERAR LA BARRERA DEL IDIOMA? Empresa Experta en Traducciones - Characteristics: These organizations are dedicated to providing a broad range of linguistic services. - Benefits: Localization professionals; Unlimited capacity; High quality and consistency; Aggressive deadlines can be met; Multiple QA steps; Sophisticated tools, TM's; Technical expertise; Updates are quick and cheap; Proven process; Any number of languages; Project management provided; Full range of localization services. - Limitations: Can be overkill for projects with extremely limited scope - Considerations: Use the right resources for the right job. Outsourcing localization allows you to focus on what you do best.
13 Creado por Sebastian Lozano para MultiLing Corporation MARKETING INTERNACIONAL 5.2 ¿CÓMO SUPERAR LOS TEMAS CULTURALES? Localización: The process of modifying products or services to account for the differences in distinct markets. Linguistic, cultural, content, and technical process issues are taken into account. - Increased Revenues - Increased Profits - Expand your Markets - Experience Beneficios Factores a considerar (2 out of 3) - Tiempo - Costo - Calidad Identifica la naturaleza de tu proyecto - ¿Qué se necesita? - ¿A dónde quieres llegar? - ¿Cuándo deseas llegar?
14 Creado por Sebastian Lozano para MultiLing Corporation MARKETING INTERNACIONAL 6. PLAZA – ¿CÓMO QUEREMOS LLEGAR? Modos de entrada: - Internet - Licensing - International Agents - International Distributors - Strategic Alliances - Joint Ventures - Overseas Manufacture - International Sales Subsidiaries
15 Creado por Sebastian Lozano para MultiLing Corporation MARKETING INTERNACIONAL 6.1. INTERNET Definition ¿Por qué usar una Pagina Web? The world at large has become aware of the money making potential of the internet. Online businesses are thriving thanks to the global audience. Markets are no more geographically determined as the Internet has made the world smaller. One of the most effective ways of reaching out to a culturally diverse target audience is by developing multilingual websites. Not having a multilingual online strategy is simply no longer an option. By its very nature, the internet is a truly international and multicultural engine that crosses global barriers.
16 Creado por Sebastian Lozano para MultiLing Corporation MARKETING INTERNACIONAL 6.1. INTERNET
17 Creado por Sebastian Lozano para MultiLing Corporation MARKETING INTERNACIONAL 6.1. INTERNET Beneficios de usar una pagina web - Reach global audiences. - Increase in market audience. - Establish your brand globally. - Attracting and retaining them. - Reaching a global audience. - Entire identity of a company is conveyed in a matter of seconds.
18 Creado por Sebastian Lozano para MultiLing Corporation MARKETING INTERNACIONAL 6.1. INTERNET La Importancia de Usar una Página Web en Varios Idiomas - Brake down the language barrier - Cost effective Marketing Tool: Small investment for a huge return. - Captures New Customers: Allows you to capture foreign customers and convert new customers. - Increases Sales: With every language added you increase your sales potential in 100%. - Customer Centric: Demonstrates you are thinking about the needs of the customer. - Trust: Allows customers to feel safe and secure about what they are buying, and from whom.
19 Creado por Sebastian Lozano para MultiLing Corporation MARKETING INTERNACIONAL 6.1. INTERNET La Importancia de Usar una Página Web en Varios Idiomas - Culturally Sensitive: Allows you to overcome cultural barriers and puts the customer in a “cultural comfort zone”. - Beat Competitors: Be the first to differentiate yourself from your competitors that do not this information. - Shows International Nature: Image is everything. With your multilingual website you are showing that you think, work, and deal internationally. - Search Engines: Having pages of your site available in many languages will make your site more easily findable and ensures maximum potential for your site being picked up in searches - Increase Traffic - Increase your business activities
20 Creado por Sebastian Lozano para MultiLing Corporation MARKETING INTERNACIONAL 6.1. INTERNET La Importancia de Usar una Página Web en Varios Idiomas - 99% of all users will search the net in their native language first wherever possible. - Amount of visitors you can attract; it’s the online equivalent of only opening your shop for two days a week. - Each additional language increases the opportunity for revenues in 100% - Builds long term trusting relationship with your customers when buying in their native language. - Overcomes potential cultural and linguistic barriers
21 Creado por Sebastian Lozano para MultiLing Corporation MARKETING INTERNACIONAL 6.1. INTERNET La Importancia de Usar una Página Web en Varios Idiomas - Puts the user in a ‘cultural comfort zone’ as they are able to navigate, understand and interact with the website in their own language. - Allow to forge strategic alliances with suppliers, resellers and other partners. - People become more loyal when addressed in their own language and, as a result, a company can build long-term relationships with its customers worldwide. - It will help you with the SEO when your web site appear in different search engines, to a different audience, typing in different search
22 Creado por Sebastian Lozano para MultiLing Corporation MARKETING INTERNACIONAL 7. CASOS REALES: CONSECUENCIAS DE ERRORES DE TRADUCCIÓN Y LOCALIZACIÓN BRANIFF: Mensage Original: “Fly in Leather” Traducción por un experto: “Viaje cómodamente en nuestros asientos de cuero” Traducción por un inexperto: “Viaje desnudo” Pizza Hut Mensaje Original: “Nothing Tastes as good as a good P´Zone” Traducción por un experto: “Nada se compara al sabor de un buen calzone” Traducción por un inexperto: “Nada sabe mejor que un buen pezón” Coors (beer brand) Mensaje Original: “Drink Coors and Turn it Loose” Traducción por un experto: “Tome Coors y liberese” Traducción por un inexperto: “Tome Coors y sufra de una diarrea”
23 Creado por Sebastian Lozano para MultiLing Corporation MARKETING INTERNACIONAL 7. CASOS REALES: CONSECUENCIAS DE ERRORES DE TRADUCCIÓN Y LOCALIZACIÓN Elextrolux Vacuum Mensaje Original: “Nothing Sucks Like an Electrolux” Traducción por un experto: “Nada aspira mejor que una Electrolux” Traducción por un inexperto: “Nada aspira mejor que la porquería de Electrolux” Mazda Mensaje Original: “Drive LaPuta where ever you go” Traducción por un experto: “Maneje un Mazda a cualquier lado” Traducción por un inexperto: “Lleva a La Puta donde quiera que vayas” Pepsi Mensaje Original: “Come live with the Pepsi Generation” Traducción por un experto: “Anímate con la generación Pepsi” Traducción por un inexperto: “Pepsi resucitara a tus ancestros muertos”
24 Creado por Sebastian Lozano para MultiLing Corporation MARKETING INTERNACIONAL 8. CONCLUSIÓN “SI YO TE ESTOY VENDIENDO, THEN I SHOULD BE SPEAKING YOUR LANGUAGE”. “IF I AM BUYING FROM YOU, ENTONCES TU DEBERIAS HABLAR MI IDIOMA”.
25 Creado por Sebastian Lozano para MultiLing Corporation MARKETING INTERNACIONAL www.exportta.com