Академический Документы
Профессиональный Документы
Культура Документы
J ocus on Customers
J ew technologies
J Influences (on customers
and companies)
J ractical application
J inancial appreciation
J Management style
|
International Marketing
Learning Outcomes
|
0
J a
The nations position in factors of production,
such as skilled labour or infrastructure, necessary to compete in a given
industry
J
. The nature of the home demand for the
industry product or service
J a
. The conditions in the
nation governing how companies are created, organises and managed,
and the nature of domestic rivalry.
|
inancial Implications of International
marketing
J International capital
± Start-up capital
± orking capital
J epatriation of profits
± Taxation
± olitical factors
|
The International Environment
J lobalisation
± The macro forces driving globalisation
± The forces inhibiting globalisation
|
International esearch
0
± Social
J Measurements
± olitical & Legal ramework
J olitical risk
J Legislation
J rotectionism
± Economic Structure
J Identifying market size
J ature of the economy
± Technology
J Technological development & impact on the marketing
mix
|
The C actors
¦
J Measures of economic development
J Stages of development
J egional groups
± Types of trading groups
± The major regional trade organisations
± The Single European Market
± European Economic & Monetary Union
|
The C actors
¦
J hat is culture
J Self eference Criteria
J High/Low context cultures
J Cultural Convergence
J Hofstede model of national
cultures
J Buyer behaviour
± Consumers
± Business
± overnment
|
cultural differences
2
J
clarity and order v novelty i.e. change rules rather than simply obey
J
individual achievement or collectivist (collectivist influenced by
extended families)
J
Masculine cultures emphasis on possessions, status in eminine
quality of life and environment
|
Hofstede¶s model of national cultures
An example
M
|
Self reference criterion
|
|
The C actors
¦
J orters 5 orces
J Structure of industry
J The theory of competitive advantage
J Stages in competitive development
|
International Market esearch (IM)
O
J The information stream
J The IM process
J Sources of information
J esearch Methodology
± Scanning methods
± Segmentation
± roblems with interpretation
|
International esearch
J Agency selection
|
Marketing Audit - ESOS adapted from otler
aunctions ystems
-the 7 s -information for planning
and control
nvironment rganisation
-Micro & Macro -structure and style
0roductivity trategy
-rofitability & Cost -Mission, Aims, Objectives
effectiveness and Strategy
|
Market Entry
|
Market Entry Methods
#
|
$
!
"
O
!
0
%0 &'
|
Matrix for comparing alternative
methods of market entry
%
|
roduct olicy
J hat is a product?
J Standardisation vs.
adaptation
J roduct/promotions
mix
J roduct
positioning/branding
J ackaging/labelling/
maintenance
J ortfolio analysis
|
roduct olicy
|
ricing olicy
J ole of pricing
J ricing objectives
J Approaches to pricing
J actors influencing international pricing decisions
J Export ricing
J Transfer ricing
J oreign Exchange isk
J Countertrade & Barter
|
Marketing Communications
O
J Advertising
J
J ersonal selling
± egotiation
± Sourcing the salesforce
± ecruitment/training & motivation
J International trade fairs/exhibitions
J Sales romotion
J Sponsorship
J Direct Marketing
± orces for and against DM development
|
Marketing Communications
J Cultural considerations
J Media selection
± Availability
± ew media
± Scheduling
|
Marketing Communications
|
actors affecting channel choices
x
x
x
x
x
x
x
|
Distribution and Logistics
J Transportation
J Storage
J JIT
J Documentation
J ICOTEMS
J Issues in logistics
J ey trends in Distribution and Logistics
|
eople & rocess
J eople
± International staff
± International
customers
± Staff/customer
interaction
J rocess
± Degree of contact
± Quality control
standards
|
Evaluation and Control
|
Evaluation and control
|
Influences on
International marketing
J ublic attitudes to
business ethics
± Social responsibility
and sustainability
J reen pressures
|