Complete summary for the course International marketing. Includes;
- All lecture notes
- All slide notes
- Answers to all weekly self-test questions per lecture
- Most important notes of paper (added to relevant slide sections)
- Additional information on poorly explained concepts in class
...
Course Information
- Interactive lectures 1-4 cases, 5 is consult assignment, 6-7 assignment presentations
- 60% examination, no minimum grade, 30 points open-ended 30 points mc, 2 hours
- 40% Group project, deadline 11 October 10:00
- WG: 2
- No mandatory presence, regular classes are recorded, interactive classes are not
Project Information
,Lecture 1.
Marketing: performance of business activities designed to plan, price, promote, and direct
the flow of a company’s goods and services to consumers for a profit.
- Strategic aspects;
- Defining the target market
- Defnining the value proposition & positioning
- Tactical aspects;
- Product / Service / Brand
- Pricing & Incentives
- Communications
- Distributions
The Five C’s of the Target Market
1. Context
2. Company
3. Customers → needs & profile
4. Collaborators
5. Competitors
Different target markets require adjustments of the 5 C’s
→ E.g. pizza delivery in Russia is more price-sensitive & low trust in delivery vs. a more
value-conscious market & higher interest in international cuisine in England
Context Analysis → 5 factors
1. Socio-cultural
- Social & demographic trends
- Value systems: religion & language
- Lifestyles, attitudes, beliefs
→ e.g. more woman working, changed attitudes towards delivery and global
cuisines resulting in an increase in deliveries and changing demands
2. Technological
- New techniques, skills, methods, processes for creating and delivering market
offerings
→ e.g. smart-phone changing customer side ordering (custoemrs use
application), changes in internet infrastructure (supplier-side
3. Regulatory
- Taxes, import tariffs, emmbargoes
- Product specifications & requirements
- Pricing & Communication regulations
- IP laws
→ e.g. food safety regulations, work safety regulations, ingredient embargoes
and data sharing and protection regulations.
5. Physical: Natural resources, climate, geographic location, health trends
,Marketing Strategy: Value
- Value proposition: the value the company aims to create in the target market.
Defined by
1. Customer value: why should consumers spend their money on our product
rather than our other products or products of others?
2. Collaborator value: why should franchisee choose us, and not our
competition or open independent stores?
3. Company value: why should we spend money and hours of employees on
this product rather than another?
International Marketing → presents the company with unfamiliar problems and varying
levels of uncertainty due to performing activities in more than one nation.
Global corporation
- Operates in multiple countries
- Consistent operations at low relative cost as if the entire world is a single entity
- Sells the same things in the same way everywhere
→ standardization: lower prices & greater learning opportunities (specializing in one
thing)
Multinational corporation
- Operates in multiple countries
- Adjusts its products and practices in each → relative high costs
→ adaptation: higher prices & less learning (knowing something about many things)
Cultural Universals:
- Preference for lower prices, advertising elasticity
- Preference for modernity and reliability
- Cosmopolitanism (= concept that emphasizes the idea of a global community and a
sense of belonging to humanity as a whole) as a defining characteristic of all sectors
Levitt (1983): “only global companies will achieve long-term success by concentrating on
what everyone wants, rather than worrying about the details of what everyone thinks they
might like.”
Global brand measures → % of revenue coming from outside of brand’s home region
→ Global ≠ Standardized:
- Toyata: vehicle names, technical details, equipment specs, colors may vary from
country to country. There are differences for a nearly identical product on the global
market.
- Mc Donalds: different burgers across the world
- LV: product & price customization in Japan
, Cultural Universals: Etic vs. Emic
- Constructs that apply equally well to other cultures
- Etic constructs: outsider-in view
- Not equally important, yet equally applicable across cultures
- Survey-based studies with cross-sectional comparison
→ Hofstede’s Cultural dimensions, World Values Survey, Humor, Beauty etc.
- Constructs that apply to a given culture
- Emic constructs: from within view
- Not applicable across cultures
- Determined through perceptions of culture members
→ Guanxi (china), Hygge (Denmark), Non-discrimination
Universal vs. Country-specific Behaviours
- How to assess quality?
- Brand
- Physical features
- Price
- Retailer reputation
→ There are specific behaviors in countries and these are ordered in relative
importance, but this is universal across the world.
Dawar & Parker (1994): RQ: Are there culture-invariant consumer behaviours?
→ Weakness of study is limited N size, and intra-group variances due to the chosen
groupings.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller jessenooijen. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $8.62. You're not tied to anything after your purchase.
