Summary

International Marketing Complete Summary

Course
International Marketing (328253M6)

Institution
Tilburg University (UVT)

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 ...

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Uploaded on October 13, 2023
Number of pages 54
Written in 2023/2024
Type Summary

international marketing
marketing management
marketing
marketing summary
international management
international marketing summary
international marketing tilburg
international marketing international

Institution
Tilburg University (UVT)
Education
Marketing Management
Course
International Marketing (328253M6)

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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.

4. Economic: Economic growth, money supply, inflation, interest rates

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.

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