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Cross Cultural Marketing Summary
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Cross-Cultural MarketingPolitical Regulatory Economic Social Technological Competition Organization Market
PRESTCOM
Situation Assessment
Macro (The world), Meso (Competitors, suppliers), Micro (Internal), environment
Consumer behavior
Marketing strategy
Strategical models (SWOT, Five-forces, Blue-ocean)
Segmentation, Targeting and Positioning
The marketing mix (4P’s)
Products, services and branding
Promotion
Price
Place
Basics of marketing
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 is the process of planning and executing the conception, pricing, promotion, and
distribution of goods, ideas, and services to create exchanges that satisfy individual and
organizational goals. (AMA, 1985)
,Marketing Audit: obtaining and analyzing information that is relevant to the marketing
strategy, tactics and implementation phase of your plan.
External analysis: (Macro) PESTEL (PREST ), (Meso) Five Forces Model of Porter (C/M)
Internal analysis: (Micro) your company, your product, your target group; use for instance
Value Chain of Porter. (O)
Put together the external and internal analysis into a SWOT analysis
, Schwartz Human Values specter (Individual)
Attention is caused by three things that are used to process information:
1. Motivation
2. Opportunity
3. Ability
Ergo: Receptivity to marketing communication
Influenced by: relevance and involvement
Associate network of memory: a set of nodes and interconnecting links where nodes
represent stored information or concepts and links represent the strength of association
between this information or concepts
Availability of knowledge: Recency and Frequency
Evaluative conditioning: changes in the liking of a stimulus that are due to the fact that the
stimulus has been paired with other, positive or negative, stimuli (de Houwer et al., 2001)
Priming: exposure to one stimulus influences the response to another
Social learning: Observations of behavior of others can also lead to learning
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