Britt van Kampen
International business and advertising
IBM, jaar 2
Nimo Farah
,Inhoud
Managementsamenvatting.....................................................................................................................5
Introductie internationale marketing & advertising...............................................................................6
Marketing...........................................................................................................................................6
Aanpassing of standaardisatie?..........................................................................................................8
Internationale marketingtrends.........................................................................................................8
Zakelijke omgeving.............................................................................................................................9
Campagne.........................................................................................................................................10
Global Branding....................................................................................................................................11
Branding architecture.......................................................................................................................11
Zes strategieën Global Branding.......................................................................................................11
Twee landen om naar te exporteren....................................................................................................12
Slowakije...........................................................................................................................................12
Waardes.......................................................................................................................................12
Rituelen........................................................................................................................................13
Helden..........................................................................................................................................13
Symbolen......................................................................................................................................13
Jordanië............................................................................................................................................14
Waarden.......................................................................................................................................15
Rituelen........................................................................................................................................15
Helden..........................................................................................................................................15
Symbolen......................................................................................................................................16
Value research en tussenpresentaties..................................................................................................16
Slowakije...........................................................................................................................................17
Instrumentele waarden................................................................................................................17
Eindwaarde...................................................................................................................................17
Jordanië............................................................................................................................................17
Instrumentele waarden................................................................................................................17
Eindwaarde...................................................................................................................................17
Dimensions of Culture door Hofstede..................................................................................................17
Power distance:................................................................................................................................18
Power distance in de campagne...................................................................................................18
Individualism....................................................................................................................................19
Individualism in de campagne......................................................................................................19
Masculinity.......................................................................................................................................19
, Masculinity in de campagne.........................................................................................................20
Uncertainty avoidence......................................................................................................................20
Uncertainty avoidance in campagne............................................................................................21
Long term orientation.......................................................................................................................21
Long term orientation in campagne.............................................................................................21
Indulgence........................................................................................................................................22
Indulgence in campagne...............................................................................................................22
Cultuur & consumentengedrag............................................................................................................23
Slowakije...........................................................................................................................................23
‘’Who’’..........................................................................................................................................23
‘’How’’..........................................................................................................................................23
Consumentengedrag....................................................................................................................24
Jordanië............................................................................................................................................24
‘’Who’’..........................................................................................................................................24
‘’How’’..........................................................................................................................................25
Consumentengedrag....................................................................................................................25
Communicatiestrategie, advertising form & VSM................................................................................25
Standarization or adaption...............................................................................................................25
Basic advertising form......................................................................................................................26
Value structure map (VSM)..............................................................................................................26
Cultuur en offline media & communicatie............................................................................................27
Slowakije...........................................................................................................................................27
Tv......................................................................................................................................................27
Radio.............................................................................................................................................27
Kranten.........................................................................................................................................28
Advies Slowakije offline media.....................................................................................................28
Jordanië............................................................................................................................................28
Tv..................................................................................................................................................28
Radio.............................................................................................................................................29
Kranten.........................................................................................................................................29
Advies Jordanië offline media.......................................................................................................29
Cultuur & online media........................................................................................................................30
Slowakije...........................................................................................................................................30
Mobiele telefoon..........................................................................................................................30
Internetgebruik.............................................................................................................................30
App voorkeuren............................................................................................................................30
, Jordanië............................................................................................................................................30
Mobiele telefoon..........................................................................................................................30
Internet gebruik............................................................................................................................31
App voorkeuren............................................................................................................................32
Advies Slowakije & Jordanië online media....................................................................................32
Finale marketing & advertising strategie..............................................................................................32
Brand architecture............................................................................................................................32
Global branding................................................................................................................................33
Definitieve invulling..........................................................................................................................33
Reflectie............................................................................................................................................34
Literatuurlijst........................................................................................................................................34
International business and advertising
IBM, jaar 2
Nimo Farah
,Inhoud
Managementsamenvatting.....................................................................................................................5
Introductie internationale marketing & advertising...............................................................................6
Marketing...........................................................................................................................................6
Aanpassing of standaardisatie?..........................................................................................................8
Internationale marketingtrends.........................................................................................................8
Zakelijke omgeving.............................................................................................................................9
Campagne.........................................................................................................................................10
Global Branding....................................................................................................................................11
Branding architecture.......................................................................................................................11
Zes strategieën Global Branding.......................................................................................................11
Twee landen om naar te exporteren....................................................................................................12
Slowakije...........................................................................................................................................12
Waardes.......................................................................................................................................12
Rituelen........................................................................................................................................13
Helden..........................................................................................................................................13
Symbolen......................................................................................................................................13
Jordanië............................................................................................................................................14
Waarden.......................................................................................................................................15
Rituelen........................................................................................................................................15
Helden..........................................................................................................................................15
Symbolen......................................................................................................................................16
Value research en tussenpresentaties..................................................................................................16
Slowakije...........................................................................................................................................17
Instrumentele waarden................................................................................................................17
Eindwaarde...................................................................................................................................17
Jordanië............................................................................................................................................17
Instrumentele waarden................................................................................................................17
Eindwaarde...................................................................................................................................17
Dimensions of Culture door Hofstede..................................................................................................17
Power distance:................................................................................................................................18
Power distance in de campagne...................................................................................................18
Individualism....................................................................................................................................19
Individualism in de campagne......................................................................................................19
Masculinity.......................................................................................................................................19
, Masculinity in de campagne.........................................................................................................20
Uncertainty avoidence......................................................................................................................20
Uncertainty avoidance in campagne............................................................................................21
Long term orientation.......................................................................................................................21
Long term orientation in campagne.............................................................................................21
Indulgence........................................................................................................................................22
Indulgence in campagne...............................................................................................................22
Cultuur & consumentengedrag............................................................................................................23
Slowakije...........................................................................................................................................23
‘’Who’’..........................................................................................................................................23
‘’How’’..........................................................................................................................................23
Consumentengedrag....................................................................................................................24
Jordanië............................................................................................................................................24
‘’Who’’..........................................................................................................................................24
‘’How’’..........................................................................................................................................25
Consumentengedrag....................................................................................................................25
Communicatiestrategie, advertising form & VSM................................................................................25
Standarization or adaption...............................................................................................................25
Basic advertising form......................................................................................................................26
Value structure map (VSM)..............................................................................................................26
Cultuur en offline media & communicatie............................................................................................27
Slowakije...........................................................................................................................................27
Tv......................................................................................................................................................27
Radio.............................................................................................................................................27
Kranten.........................................................................................................................................28
Advies Slowakije offline media.....................................................................................................28
Jordanië............................................................................................................................................28
Tv..................................................................................................................................................28
Radio.............................................................................................................................................29
Kranten.........................................................................................................................................29
Advies Jordanië offline media.......................................................................................................29
Cultuur & online media........................................................................................................................30
Slowakije...........................................................................................................................................30
Mobiele telefoon..........................................................................................................................30
Internetgebruik.............................................................................................................................30
App voorkeuren............................................................................................................................30
, Jordanië............................................................................................................................................30
Mobiele telefoon..........................................................................................................................30
Internet gebruik............................................................................................................................31
App voorkeuren............................................................................................................................32
Advies Slowakije & Jordanië online media....................................................................................32
Finale marketing & advertising strategie..............................................................................................32
Brand architecture............................................................................................................................32
Global branding................................................................................................................................33
Definitieve invulling..........................................................................................................................33
Reflectie............................................................................................................................................34
Literatuurlijst........................................................................................................................................34
