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CE8 international marketing volledige samenvatting
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Volledige samenvatting CE8 international marketing. Tentamen behaald met een 7
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Marketing: The management process responsible for identifying, anticipating and satisfyingcustomer requirements profitably. Thus marketing involves:
- Focusing on the needs and wants of customers
- Identifying the best method of satisfying those needs and wants
International marketing: Where the marketing activities of an organization include
activities, interests or operations in more than one country.
- Domestic marketing: The company manipulating a serie of controllable variables such as
price, advertising and distribution in a largely uncontrollable external environment
- International marketing: Operating across a number of foreign country markets in which
not only the uncontrollable variables differ significantly between markets but also the
controllable variables differ significantly.
- Global marketing management: A larger and more complex international operation. Here
companies coordinate and control a whole serie of marketing programmes into a substantial
global effort.The primary objective of the company is to achieve a degree of synergy in the
overall operation.
SLEPTS factors: a framework to assess an organization’s external (macro) environmental
influence on it
- Social/cultural Factors: Includes social classes, cultural differences, language and
religion, population growth.
- Legal Factors: Includes laws such as discrimination & customer protection law,
intellectual property laws, employment laws, regulatory mechanism etc.
- Economic Factors: I ncludes growth rates, credit availability and exchange rates.
The developed economies: Top 10 export en import traders, China, US, Germany, Japan,
Netherlands etc. These developing countries export their products/services to other developing
countries.
The emerging economies: Countries such as the BRIC countries, where there is a growing demand
for everything. These economies are rapidly developing with big opportunities for the international
marketing.
Least developed countries: This group includes underdeveloped countries. There is a low GDP per
capital, limited amount of manufacturing and a poor infrastructure. think of bad transport, education
and healthcare.
- Political Factors: includes government policies and intervention in the economy such
as corruption level, government stability, trade control, competition regulation,
involvement in Trade Unions, consumer protection laws, employment laws etc.
,The types of action that governments may take which constitute potential political risks
to firms fall into three main areas:
Operational restrictions: These could be exchange controls and employment policies
Discriminatory restrictions: Think of special taxes for import/export or loss of financial
freedom.
Physical actions: These actions are direct government interventions such as a forced
takeover by the government or damage to property or personnel through riots and wars.
ODP
- Technological Factors: i ncludes technological aspects such as R&D activity,
technology incentives, rate of technological change, infrastructure level, access to
technology etc.
- Sustainability factors: Involves ensuring the social, cultural, environmental aspects of a
global marketing strategy. It’s about considering the environmental impact of everything we
do.
, Export marketing: The firm markets its products/services across boundaries without any
adoptions to the products/services. Generally, exporting begins with neighbouring countries
that have similar laws.
International marketing: Where the marketing activities of an organization include,
interests or operations in more than one country.
Global marketing: In which the whole organization focuses on the selection and exploitation
of global marketing opportunities with the objective to achieve a global competitive
advantage. producten en goederen verkopen in verschillende internationale markten
Cultural paradoxes: there is a turbulent mosaic of cultural differences when buying, sharing
experiences and giving product advise.
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