CE8: Internationale Marketingstrategie (2000CE8E22)
Institution
Hogeschool Van Amsterdam (HvA)
Book
International Marketing Strategy: Analysis, Development and Implementation
International Marketing Strategy Summary 9th edition chapters 1 through 12 in just 37 pages!
The summary is written in English.
The document is clearly structured with chapter numbering and bold terms.
Includes tables, figures, graphs, and images from the book.
Kernstof CE8 Internationale Marketingstrategie (uit de samenvattingsles)
CE8 Internationale Marketingstrategie Samenvatting (in het Engels) - Alle tentamenstof - ISBN: 9781473778696
CE8 | International Marketing Strategy: Analysis, Development and Implementation |Chapter 1 | ISBN: 9781473778696 |9e editie
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Commerci‰le Economie
CE8: Internationale Marketingstrategie (2000CE8E22)
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INTERNATIONALE
MARKETINGSTRATEGIE
Samenvatting
Hoofdstuk 1 t/m 5 en 7 t/m 12
Commerciële Economie
CE8
,INHOUDSOPGAVE
1 AN INTRODUCTION TO INTERNATIONAL MARKETING .......................................... 3
2 THE WORLD TRADING ENVIRONMENT .................................................................. 6
3 SOCIAL AND CULTURAL CONSIDERATIONS IN INTERNATIONAL MARKETING ...... 9
4 INTERNATIONAL MARKETING RESEARCH AND OPPORTUNITY ANALYSIS .......... 12
5 INTERNATIONAL NICHE MARKETING STRATEGIES FOR SMALL- AND MEDIUM-
SIZED ENTERPRISES .......................................................................................... 15
6 GLOBAL STRATEGIES.......................................................................................... 19
8 INTERNATIONAL PRODUCT AND SERVICE MANAGEMENT ................................... 24
9 INTERNATIONAL COMMUNICATIONS ................................................................. 27
10 THE MANAGEMENT OF INTERNATIONAL DISTRIBUTION AND LOGISTICS .......... 29
11 PRICING FOR INTERNATIONAL MARKETS .......................................................... 32
12 STRATEGIC PLANNING IN TECHNOLOGY-DRIVEN INTERNATIONAL MARKETS ... 36
2
, 1 AN INTRODUCTION TO INTERNATIONAL
PART I
MARKETING
International trade: is the exchange of capital, goods and services
across international borders or territories. It refers to export of goods and
services by a firm to a foreign based buyer (importer). In most countries,
ANALYSIS
it represents a significant share of gross domestic product.
World Trade Organization (WTO): deals with the rules of trade
between nations at a global or near-global level
Global youth culture: contemporary 15-24-years-old combining local
and international culture and identities through technology and social
media
What is marketing? à management process responsible for identifying,
anticipating and satisfying customer requirements profitably, marketing
involves:
- Focusing on needs and wants of customers
- Identifying the best method of satisfying those needs and wants
- Orienting the company towards the process to providing that
satisfaction
- Meeting organizational objectives
PESTLE analysis: studies the key external
factors that influence an organization
- Political
§ Operational restrictions: exchange
controls, employment policies,
insistence on locally shared ownership
and particular product requirements
§ Discriminatory restrictions: tend
to impose on purely foreign firms and
sometimes only firms form a
particular country
§ Physical actions: actions are direct
government interventions such as
confiscations without any payment of
indemnity, nationalization or even
damage to property and war
- Economic
§ Gross national income (GNI): national income plus capital
consumption allowance
§ Gross national income per capita (GNIpc): GNI divided by the
country’s population
§ Least developed economies: name given to countries which,
according to the United Nations, exhibit the lowest indicators of
socio-economic development, with the lowest human development
index ratings of all countries in the world
- Social/cultural
§ Cultural paradoxes: describes the cultural sensitivities in a
market where there is evidence both of the westernization of tastes
and the assertion of ethnic, religious and cultural differences
3
, § European Union (EU): international organization of European
countries formed after WWll to reduce trade barriers and increase
cooperating among its members
§ Piracy: contemporary issue covering a range of concerns including
security for shipping, brand and product piracy in form of forgery
and fakes, copyright infringements and intellectual property rights
and pirated software and online streaming
- Technological
§ Emerging economies: nations with social or business activity in
the process or rapid growth and industrialization
- Legal
§ Local domestic law: different in every country
§ International law: issues include piracy, treaties, patents, etc.
§ Domestic laws in the home country: export controls, plus duty
to abide by national laws in all activities
- Environment/Sustainability
Different levels of international marketing (increasing complexity and level
of involvement in international marketplace):
1. Domestic/Export marketing: marketing of goods/services across
national boundaries, without adaptations to goods/services (Auping)
2. International marketing: marketing activities in more than one
country, control of marketing activities from outside the country where
the product will be sold (KLM)
3. Global marketing: process of conceptualizing and them conveying a
final product/service worldwide with the hopes of reaching the
international marketing community (Booking.com)
Internationalization: method of adapting an organization’s operations
to foreign environments, theories:
- Economic model: motivated by transaction costs (Volvo)
- Behavioral model (Uppsala): motivated by culture, religions and
geography (Doppelmayer Ski-lift)
- Network or relationship model: motivated by long term
relationships (ASML)
- Born global model: motivated by global customers (AIRBNB)
Differences between international and domestic marketing:
1. Culture: often diverse and multicultural markets
2. Markets: widespread and sometimes fragmented
3. Data: difficult to obtain and often expensive
4. Politics: regimes vary in stability, political risk becomes an important
variable
5. Governments: can be a strong influence in regulation importers and
foreign business ventures
6. Economies: varying levels of development and varying and
sometimes unstable currencies
7. Finance: many differing finance systems and regulatory bodies
8. Stakeholders: commercial, home country and host country
9. Business: diverse rules, culturally influenced
10.Control: difficult to control and coordinate across markets
4
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