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SEMINAR 3

MARKETING IN MARINE

Marketing organization is the product design process, production, salesand after-sales service activities, identify the needs of consumers, in order tosatisfy their superior. Moreover believes that marketing is introducing a neweconomic vision scientists, restores "the link between production andconsumption, which is weakened by the deepening social division of labor", butalso need an understanding that "must occur that is required on market, effectiveas higher ". It has become an economic activity, universal, complex, present in allgeographies and all world markets. In this context emerged as the InternationalMarketing, principles, methods and techniques Marketing are universal, beingapplicable in a country or more. International Marketing includes the same

activities as the internal data but the differences are: how are achieved and thescope thereof. A widely accepted definition of International Marketing is that it represents

"the result of business activities that direct the flow of goods and services of afirm to consumers or users in several countries". Following this definition canunderstand the difference between domestic and international marketing is justthat International Marketing means conducting activities in several countries. Butthe differences are given and different cultural influences and their impact onmarketing activities and processes. From here we make a distinction betweenmarketing processes as follows:

-International Marketing.-External Marketing.-Global Marketing.a). Marketing International Marketing is the component of that taking place

beyond the borders of a state and is distinguished from the internal one by thefollowing aspects:

-Transcends national boundaries.Supports a number of changes and restrictions relating to: economic, political,legal, etc..

These restrictions affect the level of a state imposing specific marketingexpansion and diversification strategy and internal marketing plans, in other conditions and situations abroad.

b). External marketing is a form of marketing that takes place withindifferent states and internal marketing differs by the following features:

-Competition is different.-Use other channels of distribution and domestic.-The promotion must be addressed separately from all other realities.For these reasons addressing external marketing is much more difficult,

each state is in fact a marketing environment unlike any other. Hence the need

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for and application of different strategies for each state, each region has itsdistinct for different categories and segments of the population.

c). Global Marketing is the ability of firms to forecast, plan, organize,coordinate and integrate marketing in different foreign environments. It startsfrom the fact that each has a specific foreign market, which requires

differentiation of International Marketing. International marketing is distinguishedby its security features from both international trade and how internationalbusiness. It is considered that include the International Marketing InternationalTrade, but at the same time is included within the scope of International Affairs.International trade includes all activities and operations of an economic,commercial, technical and scientific investment made by a state with one or morestates. International business is the international affairs functional areas asfollows:

International industrial-production.-International Financial Management.-International Marketing.

Differences between International Trade and International Marketing aregiven by the following aspects:-Participants.-Transfer products and services abroad.-Motivation.-Source of information.Because shipping is primarily an international activity, to address

marketing Sea (Naval) and port means the start of the study overall worldeconomy as a whole, because shipping is a force main to transform globaleconomic reality.

3.1. WHAT IS MARKETING THE MARITIME AND PORT?

Marketing in the maritime shipping and port is a specific component of international marketing, but at the same time belong and Commerce InternationalMaritime can not be separated from the Marketing component. Marine Marketingrepresents a specialized area of International Marketing, which includes all itselements tailored to the specific shipping. Maritime Marketing was considered along time as part of your management of navigation, ie it enters only the duties of rulers who decided what is good or not firm, established prices for the transportof goods (freight), paid various companies or publications ads. Marketing ports

can be considered as a component of internal marketing, but the excellent workcarried out in ports is not limited, it was directly influenced by marine transport(sea and river) which are international. In conclusion and it is studiedinternational perspective.

In the past 15 years the situation changed and the shipping companies.Thus were established departments, marketing departments and offices withresponsibilities, functions and responsibilities especially unusual that one canspeak of the emergence of "marketer"-s, ie well known specialists in Marketing.

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This is cool to the major shipping companies, but also in terms of small andmedium enterprises operating in the port. Also the port administrationdepartments were established as a series of policies that promote the marketing,to increase the efficiency of basic and auxiliary permanent adaptation toenvironmental changes.