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Samenvatting International Marketing Strategy

4 reviews
 588 views  103 purchases
  • Course
  • Marketing
  • Institution
  • Hogeschool Van Amsterdam (HvA)
  • Book
  • International Marketing Strategy

Uitgebreide & complete samenvatting van het boek International Marketing Strategy. Het boek is nodig voor het vak International Marketing Management, of Marketing 2

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Document information

  • Yes
  • December 16, 2016
  • 27
  • 2015/2016
  • Summary

Subjects

  • marketing
  • international marketing
  • doole
  • lowe
  • marketing 2
  • imk
  • international marketing strategy

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More summaries for

  • International Marketingstrategies - Leerdoelen beantwoord
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Written for

  • Hogeschool van Amsterdam (HvA)
  • International Business
  • Marketing
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Content preview

International Marketing

Chapter 1 An introduction to international marketing
Making one or more marketing mix decisions across national boundaries:

Level of involvement of company:
- Domestic marketing -> Marketing within 1 political/ geographic country boundaries
- Export marketing -> Marketing goods across national/political boundaries
- International marketing -> 1 country in which goods/services will be sold
- Global marketing -> organization operates all around the globe

Environmental influence on international marketing (SLEPT)
Social/cultural -> language (brand name), religion, aesthetics and values.
Legal -> local domestic laws, international laws and home domestic laws.
* Economic -> developed, emerging and less developed. Currency movement.
Political -> operational restrictions, discriminatory restrictions, physical actions.
Technological -> satellite, communications, Internet and the electronic superhighway.

* Developed economics -> North America Free Trade Area, EU, Japan
Emerging economics -> Brazil, Russia, India, China (BRIC countries, quick development)
Less developed economics -> (underdeveloped)

Model van duurzaamheid (sustainable) in international marketing
people, planet, profit!

env:milieu
social: social
economic: economie
liveable: leefbaar
viable: levensvatbaar
quitable: billijk/onpartijdig




International market planning process:
1. Where is the company now?
2. Where does it want to go?
3. How might it get there?

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