Lecture notes International Marketing Studies (MAN00031H) 2022/2023
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Course
International Marketing Studies (MAN00031H)
Institution
The University Of York (UOY)
Full Lecture notes for International Marketing Studies (MAN00031H)
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notes provided by 70+ Student.
Value = relevant and distinct benefit – total cost of ownership
Perceived value = perceived benefits – total costs of ownership
Avoiding ‘marketing myopia’ – links to blockbuster
95% of uk businesses are micro businesses which don’t have the time or resources to
carry out the circular marketing strategy analysis
Where are we now, where do we want to be, how will we get there, did we get there
Euromonitor and Mintel reports are full of information
KPIs to monitor success of marketing campaign
Malcolm mcdonald swat is superior
Now 15 P’s
Paper that studied the 72 flavours of new marketing from 1985-2005
Read an article smart – read abstract then conclusion and then skim read
,Week 2 (Pre-reading)
“A Framework for Analysis of Strategy Development in Globalizing Markets”
Solberg (1997)
The Nine strategic windows: (useful for assessment)
Uses a case study of a Norwegian ship equipment manufacturer
Makes suggestions on company strategy varying from stay at home to strengthening
their global strategy
It accounts for the degree of globality in the particular industry, the impact of
globalisation drivers and the degree of international preparedness of a company
Critical to discern between the state of the globality and the globalisation drivers
Rather, it is essential to define a measure of the extent to which the industry
structure makes competitors in different local markets mutually interdependent in
international markets
Analysis of the globalisation drivers calls for a thorough understanding of the forces
at work (in order of importance): 1) technological development (initiating changes in
mobility barriers and thereby strategic groups); 2) trade and capital market
liberalization (lowering international entry barriers); and 3) internationalization and
, concentration of customer structure (forcing suppliers to enter into strategic
alliances or acquisitions).
Week 2: Globalisation
From 1950s onwards
Take notes on proactive and reactive motives (links closely to assessment)
Global marketing is the notion of a borderless global marketplace
Liability of foreignness, insider-ship and outsider-ship – read around this subject
Ansoff’s matrix related to global marketing
Single country marketing strategy traditional marketing mix
Global marketing strategy but the marketing mix has to adapt or standardise
- concentration of marketing activities
- coordination of marketing activities
- integration of competitive moves
Globalisation drives
o Increased market access
o Economic of scale
o Risk diversification
o Competitor pressure
o Demand from abroad
o Increased business credibility
Proactive vs reactive motives?
Global marketing challenges:
Pace of change
Fragmented market
Ever-changing customer
Multi-lingual, multi-cultural
Research complex
Standardisation vs. Adaptation
ASSESSMENT: Name one, critically discuss them using academic journal articles, apply them
using newspapers
4 strategic considerations:
o International market segmentation, environmental trends, industry analysis
and company analysis
o Objectives, global ambition
o Key strategic decisions:
o Choice of global strategic approach, market selection and entry
o Targeting: choice of customers
o Positioning and repositioning decisions
o Global marketing mix
Globalisation (standardisation)
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