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Samenvatting powerpoints CE8 International marketing strategy
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CE8 Samenvatting PowerpointsInhoudsopgave
CE8 Samenvatting Powerpoints...................................................................................................................... 1
Week 1..................................................................................................................................................................1
Lesson 1.1 H1 Introduction to International Marketing..................................................................................1
Lesson 1.2 H2 Introduction to International Marketing..................................................................................2
Week 2..................................................................................................................................................................3
Lessons 2.1 H3 social and cultural considerations in international marketing...............................................3
Lessons 2.2 H4 International marketing research and opportunity analyses.................................................4
Week 3..................................................................................................................................................................5
Lessons 3.1 H5 Niche marketing for SME’s.....................................................................................................5
Lessons 3.1 H6 Global strategies.....................................................................................................................7
Lessons 3.2 H7 Market entry strategies..........................................................................................................9
Week 4................................................................................................................................................................11
Lessons 4.1 H8 International Product and Service management..................................................................11
Lessons 4.2 H9 International communication...............................................................................................13
Week 5................................................................................................................................................................15
Lessons 5.1 H10 International distribution and logistics...............................................................................15
Lessons 5.2 H11 International pricing for international markets..................................................................17
Lessons 5.2 H12 Technology Enabled Sustainable International Marketing................................................20
Week 1
Lesson 1.1 H1 Introduction to International Marketing
The international marketing environment
Marketing involves:
- Focusing on the needs and wants of customers
- Identifying the best method of satisfying those needs and wants
- Orienting the company towards the process of providing that satisfaction
- Meeting organsational objectives
Different levels of international marketing
- Domestic/Export marketing
o Marketing of goods/services across national boundaries, without adaptations
to the goods/services
- International marketing
o Marketing activities in >1 country, control of marketing activities from outside
the country where the product will be sold
- Global marketing
o Organization focuses on selection and exploitation of global marketing
opportunities, objective is achieving global competitive advantage
Factos influencing international markets = SLEPTS/PESTLE/DESTEP
,Lesson 1.2 H2 Introduction to International Marketing
The world Trading Environment
The reasons countries trade: Comparative advantage
Because one country is able to it’s products & services in a more attractive way than possible
elsewhere
- Sustained period of investment
- Lower labour cost
- Subsidies to help native industries
- Building expertise in certain key areas
Non-Tarrif Barriers
- Quintitative -> limited numbers of goods can be imported -> quotas
- Increased government participation
- Custom entry procedures
Barriers to World Trade
- World bank (IBRD)
o Currently 189 member countries
o Provides financial and technical help for the development of poorer countries
- International Monetary Fund (IMF)
o Currently 189 member countries
o Provides short-term international liquiditiy to countries with Balance of
Payments difficulties
- The WTO – promotes trade by:
o Working to reduce tarrifs
o Prohibiting import/export bans and quotas
o Eliminating trade discrimination
o Eliminating non-tarrif barriers
Economic Union Vs Political Union
- Common market characteristics are
o Combined with the harmonization of economic policy
o Member countries are expected to pursue common fiscal and monetary
policies
o Calls for a supranational authority
- Political union
o Characteristics of an economic union + political harmony among the members
Trade Areas
- NAFTA: free trade area
o US, Canada, Mexico and is the world’s richest single market
- Mercosur: customs union
o Brazil, Paraguay, Uruguay, Venezuela, and Argentina
, - APEC: PEC members account for approximately 40.5 percent of the world’s
population, approximately 54.2 percent of world GDP and about 43.7 percent of
world trade
Week 2
Lessons 2.1 H3 social and cultural considerations in international
marketing
What is Culture?
The sum of total of learned beliefs, values and customs that serve to direct customer
behavior in a particular country market
Components of Culture
- Religion
- Values and attitudes
- Language
- Education
- Aesthetics
- Law and politics
- Technology and material culture
- Social organizations
High-context culture and low-context culture according to hall
- High-context culture and low-context culture are terms used to describe cultures
based on how explicit the messages exchanged are and how much the context means
in certain situations.
- Messages exchanged in a high-context culture carry implicit meanings with more
information than the actually spoken parts, while in low-context cultures, the
messages have a clear meaning, with nothing implied beyond the words used.
- In a higher-context culture, the way words are said is more important than the words
themselves, so many things are left unsaid, relying on the context of the moment and
the culture as a whole to impart meaning.
- In a lower-context culture, it is very important for the communicator to be explicit in
order to be fully understood.
Hofstede’s cultural dimensions (6 D’s)
- Power distance (PDI)
o Dealing with human inequality
- Individualism (IDV)
o Affects the way people live together
- Masculinity (MAS)
o Male / female stereotyping
- Uncertainty avoidance (UAI)
o Managing future uncertainty
- Long Term Orientation versus Short Term Normative Orientation (LTO)
o Traditions and steadfast
- Indulgence versus Restraint (IND)
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