This summary summarises all of what there is to know about the course of Cross-cultural marketing. It covers the content of all lectures and tutorials with additional notes and explanations. In addition, it includes multiple explained exercises that not only help you understand the theory of the co...
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Marketing topics
• Global markets
• Situation Assessment
o Macro Meso Microenvironment
o Consumer behaviour
• Marketing strategy
o Strategical models
o Segmentation and targeting
o Positioning
• The marketing mix
o Products, services and branding
o Promotion
o Price
o Place
Basics of marketing: 3 premises:
Customer orientation – the primary focus of the organization is on the needs of the customer
Organizational integration – everyone in the organization accepts and implements a customer
orientation. It is not just the responsibility of the marketing department
Mutually beneficial exchange – there has to be a balance between the needs of the customer and
the strengths of an organization so that it too can get its needs met
Marketing and its challenges:
• Sometimes marketing doesn’t seem to work (crisis offline retailing)
• Sometimes new successful businesses pop up that are not developed from marketing research but
from individual intuition: (Apple)
• Marketing can be a non-social business: only looking at the customer and the company (Philip
Morris)
,Other Orientations:
• Product orientation – happens when a product is so good that it sells itself
• Production orientation – is instead of saying ‘we are going to make the best product’ they say ‘we
want to make the process of making this product, as efficient as possible’
it is not about what the customer wants, it is about how to produce it as efficient a s possible
• Sales orientation – how do we get people to buy our product
competition started to get more and more fierce because everyone starts to produce as optimal
as possible so there are more and more products
branding erose and you want to become different than the rest, and show the people that your
product exists
instead of thinking about what the customer really wants, it is more about ‘how do we get to
know as many people as possible and how do we convince these people that they should buy our
product’
• Marketing orientation – instead of taking the perspective of your own company, which is product,
production or sales, you try to take the perspective of the customer and from that perspective you
try to create vallum
• Co-creation – here, you really look at what your customer wants and adjust you’re your products to
the wishes of the costumer (you do that with the customer)
• Stakeholders orientation – not only the customer is important, we have to take it more broad, we
have to take in account what society wants and try to do it as less harm as possible
Societal influences on marketing
• Industrial evolutions
• Psychological studies
• Commercial television, mass media
• Internet, digital revolution
• Environmental/financial climate change
, Changing definitions:
•
MOST IMPORTANT ASPECT:
Exchanges
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