This is the complete summary of the course International Marketing Strategies, given in year 2 Commercial Economics at the HVA. Contains all theory from the powerpoints, videos and the accompanying book. The summary is written in English, because the keys are also in English. This is all substance ...
Samenvatting International Marketing , ISBN: 9781473723702
CE8 International Marketing Strategy samenvatting
International Marketing Strategy, Summary H1-H12
All for this textbook (4)
Written for
Hogeschool van Amsterdam (HvA)
Commerciële Economie
International Marketing Management
All documents for this subject (11)
10
reviews
By: pijkespaans • 1 year ago
By: samkroonen • 5 year ago
By: rickbond • 5 year ago
By: rutgercosijnse • 5 year ago
By: marcoaussems • 5 year ago
By: brittoverhoff • 5 year ago
By: ditmerrunia • 6 year ago
Show more reviews
Seller
Follow
ce2jim
Reviews received
Available practice questions
Oefenvragen CE8 HVA International marketingstrategies
Flashcards7 Flashcards
Free20 sales
Flashcards7 Flashcards
Free20 sales
Some examples from this set of practice questions
1.
Which factors within the international environment increase the challenge of international marketing substantially?
A. Stakeholders
B. Systems
C. Staff
D. Skills
Answer: A
2.
The value chain of Porter determines internal and external linkages. What do these linkages mean?
A. Internal linkages should be fluent External linkages affect the company in a negative way
B. Fluent linkages affect costs and profits in a positive way
C. Both linkages affect external companies you work with. You should make them as short as possible
D. Linkages connect each companies value chain. Efficient linkages shorten the total chains
Answer: B
3.
Treacy and Wiersema developed strategies called ‘value disciplines’. Singapore Airlines tries to differentiate by adding value with service being the top priority. Which strategy is this company following according to the value disciplines?
A. Differentiation
B. Differentiation focus
C. Customer intimacy
D. Product leadership
Answer: C
4.
What strategy belongs to a new market and new product development according to Ansoff?
A. Differentiation
B. Diversification
C. Differentiation focus
D. Brand extension
Answer: B
Content preview
Samenvatting CE8 International Marketingstrategy
Samenvatting les 1.1- Introduction- Feedback
Fruits
What is marketing?
Management process responsible for identifying, anticipating and
satisfying customer requirements profitably. This 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 organizational objectives
What is international marketing?
Differences in:
- Culture→ Often diverse and multicultural markets
- Governments→ Can be very influential on import and export
- Markets→ Widespread and more fragmented
- Economies→ Varying levels of development and currencies
- Data→ More difficult to obtain and more expensive
- Finance→ different systems and regulations
- Politics→ Regimes vary in stability
- Stakeholders→ Home and host country
- Business→ diverse rules and culturally influenced
- Control
Setting up a business plan requires a strategic marketing planning.
The planning process consist of six steps:
1. Situation analysis
General and background information regarding the company. Mission, vision and goals.
Structure of the organization and current strategies and/or tactics.
Once you’ve completed the situation analysis you can use the Abell’s business definition
model to define in what business this company is in. Completing step 1 with the Abell model
is important, because this model forms the bridge to your external analysis.
2. External analysis
Macro→ DESTEP Meso→ Distribution-, branche-, Competitive- and customer- analysis. End
the meso analysis with the five forces model of Porter.
3. Internal analysis
Micro analysis→ You can use the 7S McKinsey, Value chain Porter and/or BCG-portfolio
1.1
,4. Strategical analysis
With those key issues you can state the main problems of your company that need to be
solved.
5. Stating the Marketingstrategy
You make up four different options 0,1,2,3 which all contain different strategies. You need a
sustainable strategy to solve your company’s problem, you chose by the SFA matrix.
6. Implementation plan
Use the STP (Segmentation, Targeting and Positioning) and the Marketing mix (4P’s)
Stakeholders, who are they? 1.2
Mission and vision statement
Vision statement: The apparently impossible dream
Mission statement: The (more specific) path towards this dream
The Ashridge mission model is used to make a deeper and clearer insight around the
mission of your company:
1. Purpose (Fundamenteel doel van de organisatie)
Why is this company on earth?
2. Strategy and Scope (De strategie)
Competitive positioning and differentiation strength of the company
3. Values (Waarden)
What does the organization belief in?
4. Standards and behaviour
The rules that guide the business operations.
1.3. 1.4
, The international marketing planning process
These are the essentials when it comes to making a succesful marketing plan:
1.5
The different levels of international marketing:
Domestic marketing:
- Company manipulating a series of controllable variables in a largely
uncontrollable external environment
International marketing:
- Operating across a number of foreign country markets where controllable factors are less or
not controllable
Global marketing:
- Complex international operation where company coordinates, integrates and controls a
whole series of marketing programmes into a substantial global effort. Reach and achieve a
degree of synergy
The environmental influences on international marketing (omgevings factoren)
1.6
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 ce2jim. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.65. You're not tied to anything after your purchase.
