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nederlandse aantekeningen van ce8 international marketing
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Hogeschool van Amsterdam (HvA)
Commerci‰le Economie
Ce8: internationale marketingstrategie 2022
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,CE8
aantekeninge
n
Rosella Woudhuizen
1
,Inhoudsopgave
1.0 An introduction to international marketing......................................................................................3
2.0 The World Trading Environment......................................................................................................5
3.0 Social and Cultural considerations in international marketing.........................................................7
4.0 International Marketing Research and Opportunity Analysis.........................................................10
5.0 International niche marketing strategies for small-and medium-sized enterprises........................14
6.0 Global strategies.............................................................................................................................18
7.0 Market entry strategies..................................................................................................................21
8.0 International Product and Service Management............................................................................25
9.0 International Communications.......................................................................................................30
10.0 The management of international distribution and logistics........................................................33
11.0 Pricing for International Markets..................................................................................................37
12.0 Strategic planning in technology-driven international markets....................................................41
2
, 1.0 An introduction to international marketing
1.1 Marketing involves
Focussen op de behoeften en wensen van klanten
De beste methode identificeren en om aan die behoeften te voldoen en willen
Het bedrijf oriënteren naar het proces van die voldoening bieden
Vergaderorganisatie doelstellingen
1.2 Different levels of international marketing
Exporting company = een bedrijf dat hier zit en exporteert maar dus niet in het
buitenland zit
International/ multinational = zit ook echt in andere landen
Global player = ziet de wereld als 1 markt (haalt spullen van een land en maakt ze in
een ander land en verkoopt ze bijvoorbeeld weer in een ander markt)
Sommige zijn by nature global —> booking.com, Instagram, Uber
1.3 THEORIES OF INTERNATIONALIZATION
Economic model -> motivation by transaction and costs (Volvo)
Behavioural model -> motivated by culture, religions, geography (Doppelmayer (ski-
lift))
Network or relationship model -> motivated by long term relationships (ASML of )
Born global Morning -> motivated by global customers (AIRBNB)
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