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Summary The Marketing Book, ISBN: 9781134506125 OUB200699 (CHA200699)
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MNM1503 ASSIGNMENT 4 SE
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Summary The Marketing Book, ISBN: 9781134506125 OUB200699 (CHA200699)
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Spree Marketing Plan
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Marketing internationalMASTER MCI - ENCGK
, 2
Processus
d’internationalisation
Points qui vont être
discutés dans le Processus de veille
séminaire
Marketing stratégique à
l’international
Marketing Mix à l’international
, 3
Rappel de la mission du
marketing international
La fonction marketing international
a pour mission d’identifier et de
satisfaire mieux que la concurrence
les besoins de la clientèle de
l’entreprise hors du marché
d’origine, et de coordonner les
activités marketing dans le cadre
des contraintes de l’environnement
global et des ressources de
l’entreprise.
, 4
Principales fonction du Mkt international
Fonction Explications
Etude et choix d’un marché Repérer les marchés
adapté à l’entreprise Connaitre le comportement d’achat des consommate
étrangers
Analyser la position du concurrent
Adapter ou non le produit
Mise en œuvre d’actions de Adaptation du plan de marchéage
soutien commerciaux
Mise en place des ressources et Fixer les objectifs commerciaux
prévision des contrôles financiers Mettre en place les instruments de performance
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