This is a summary of all the powerpoint for the course CE8 International Marketing Strategy. The summary is mainly in English and sometimes there are Dutch notes. The summary contains thick prints/phrases that are most important for the exam, page numbers and the summary is divided by lesson.
ce8 international marketing strategy english hva commercial economy ce partial test 1 exam
Written for
Hogeschool van Amsterdam (HvA)
Commerciële Economie
International Marketing Management
All documents for this subject (11)
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Aantekeningen CE8
11 strategische marketingmodellen
24 mei tentamen 40 MC 40%
20 juni tentamen 25 MC 15 open 50%
Les 6.2 tussentijdse casus —> AANWEZIG 10%
Literatuur: International marketing strategy
Feedbackfruits: Studentenhandeling bekijken en video’s (in de sheet staat driehoekje voor video)
Leerdoelen allemaal kunnen dat komt in de toets, ook samenvatten.
Les 1.
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.
Stakeholder: belanghebbende
What is international marketing?
Differences in:
- Culture
- Markets
- Data
- Politics
- Goverments
- Economies
- Finance
- Stakeholders
- Business
- Control
Domestic marketing - in
eigen land een bedrijf.
Global marketing/global
player maakt geen
onderscheid.
The strategic marketing
planning process
Deze goed kennen,
komen er meerdere in
voor alle modellen
kennen.
1
,Starting points in
marketing planning
Stakeholders
expectations..
Who are these
stakeholders..?
Some typical stakeholders
of multinational
enterprises ->
De missie is de stapjes er
naar toe en de visie is de
droom
But everything starts with:
The mission and vision
statement..
Vision statement: the
apparently impossible
dream
Mission statement: the
(more concrete) path
towards this dream.
Ashridge mission model
om de missie te
formuleren en controleren
de vier onderdelen zijn
belangrijk: purpose,
values, standards &
behaviors en strategy &
scope.
Schrijf de missie op en kijk of de vier elementen er in zitten (kijk de video).
2
, Vision: ’The apparently impossible dream’
For instance: I want to become a multi millionaire at the age of 35
Mission: ‘The path to this dream’
-> - I am going to work hard
- Finish my (business) study.
- Speculate once in a while on the stock exchange.
- Switch career every three years so I can discuss mu wages easier.
International market planning process (zie fbf).
Differences between international and domestic marketing
- Culture: often diverse and multicultural markets
- Markets: widespread and sometimes fragmented
- Data: difficult to obtain and often expensive
- Politicus: regimes vary in stability
- Governments: can be strong influence in regulating importers and foreign business ventures
- Economics: varying levels of development and varying and sometimes unstable currencies
- Finance: many differing finance systems and regulatory bodies
- Stakeholders: commercial, home country and host country
- Business: diverse rules and culturally influenced
- Control: difficult to control and coordinate across markets
Zodra er over de grens zaken wordt gedaan is het al international.
Different levels
Domestic marketing: company manipulating a series of controllable variables in 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 programs into a substantial global effort. Reach and achieve
a degree of syngery.
What is the reason why companies would like to export their products?
- Uitbreiden van de markt ->
- Productontwikkeling ->
- Risicospreiding ->
- Concurrentie
- Verzadiging als je volledig in de volwassenheidsfase zit en je gaat dan kijken om naar het
buitenland te gaan,
- Schaalvoordelen
The international marketing environment (slept) (vraag 1 deeltoets 3, welke environment factoren
kan een bedrijf last van hebben noem slept en voorbeelden noemen die vermeld staan in de
case).
3 types of economics (goed onthouden en kennen)
- Developed economies (80% of World Trade)
NAFTA (north american free trade area)
EU
Japan
- The emerging economics
BRIC (Brazil, Russia, India en China)
Next 11 (N11) Bangladesh, Egypt, Indonesia, Iran, Mexico, Nigeria, Pakistan, The
Philippines, Turkey, South Korea and Vietnam.
- Less developed countries
Low GDP per capita
i.e. Afganisatan, Angola, Cambodja, Ethiopië
3
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