100% tevredenheidsgarantie Direct beschikbaar na betaling Zowel online als in PDF Je zit nergens aan vast
logo-home
Eerder door jou gezocht
Eerder door jou gezocht
logo
International Marketing Strategy, Summary H1-H12 €3,48   In winkelwagen
Snel navigeren naar
Voorbeeld
  2.  
  3. Hogeschool Van Amsterdam (HvA)
  4.  
  5. International marketing strategy

Samenvatting

International Marketing Strategy, Summary H1-H12

22 beoordelingen
 1020 keer bekeken  67 keer verkocht

HOGE CIJFERS GESCOORD met deze overzichtelijke en uitgebreide samenvatting van het gehele boek! Je hoeft het boek niet aan te schaffen, alle belangrijke stof staat in deze samenvatting! Inclusief alle handige AFBEELDINGEN (modellen) uit het boek & LEERDOELEN per hoofdstuk & handige korte samenvatti...

[Meer zien]
Laatste update van het document: 8 jaar geleden

Voorbeeld 8 van de 62  pagina's

Document informatie

  • Ja
  • 18 september 2016
  • 13 oktober 2016
  • 62
  • 2015/2016
  • Samenvatting

Onderwerpen

Gekoppeld boek

book image

Titel boek:

Auteur(s):

  • Uitgave:
  • ISBN:
  • Druk:

Meer samenvattingen voor studieboek

Alles voor dit studieboek (5)

Geschreven voor

Alle documenten voor dit vak (3)

22  beoordelingen

review-writer-avatar

Door: donnyhehl • 2 jaar geleden

review-writer-avatar

Door: robynvandesteenoven37 • 2 jaar geleden

review-writer-avatar

Door: mrtje1 • 2 jaar geleden

review-writer-avatar

Door: kevinc1 • 1 jaar geleden

review-writer-avatar

Door: mohamedabgar • 2 jaar geleden

review-writer-avatar

Door: heikeschnebel • 4 jaar geleden

review-writer-avatar

Door: syennavanheese • 5 jaar geleden

Bekijk meer beoordelingen  

Verkoper

avatar-seller
LizBeukeboom

Ontvangen beoordelingen

Beschikbare oefenvragen

International marketing strategy

Oefenvragen 36 Oefenvragen
€2,99 7 verkocht
Oefenvragen 36 Oefenvragen
€2,99 7 verkocht

Enkele voorbeelden uit deze set oefenvragen

1.

What is the definition of International Marketing?

Antwoord: Involves the firm in establishing manufacturing/processing facilities around the world and coordinating marketing strategies across the globe.

2.

What is the key difference between domestic marketing and marketing on a international scale?

Antwoord: The multidimensionality and complexity of the many foreign country markets a company may operate in. An international manager needs a knowledge and awareness of these complexities and the implications they have for international marketing management.

3.

Where does SLEPTS stand for?

Antwoord: S = Social L = Legal E = Economic P = Political T = Technological S = Sustainable

4.

The international planning process must allow the company to answer three questions:

Antwoord: 1. Where is the company now? 2. Where does it want to go? 3. How might it get there?

5.

Companies go through the major evolutionary stages of planning:

Antwoord: ‐ The unplanned stage: In its early stages, the company is preoccupied with finding new export customers and money to finance its activities. Business is often very unpredictable. ‐ The budgeting stage: as a business develops, a system for annual budgeting of sales, costs and cashflow is devised, because of pressure from external stakeholders (banks). ‐ Annual business planning: companies begin to adopt a more formalized annual approach to planning. One of three approaches to the process of planning, emerge at this stage: • Top-down planning • Bottom-up planning • Goals down, plans up

6.

Aspects of international marketing planning:

Antwoord: ‐ Shareholders expections ‐ Situation analysis ‐ Resources and capabilities ‐ Corporate aims and objectives ‐ Marketing strategies ‐ Implentation of the plan ‐ Control and feedback

7.

Where does WTO stand for?

Antwoord: World Trade Organization

8.

Where does IMF stand for?

Antwoord: International Monetary Fund.

9.

Where does IBRD stand for?

Antwoord: International Bank for Reconstruction and Development (IBRD) = World Bank. IBRD: a vital source of financial and technical assistance to developing countries around the world.

10.

Where does IDA stands for?

Antwoord: IDA = International Development Association: part of World Bank -> helps world’s poorest countries.

Voorbeeld van de inhoud

Chapter 1: An introduction to international marketing
Learning objectives:
 Explain and use the SLEPTS factors to asses international markets
 Discuss the differences between export marketing, international and global marketing
 Understand the criteria required to evaluate a company’s international marketing strategy
 Appreciate the key steps in the international marketing planning process

The strategic importance of international marketing

The world trade in merchandise exports continues to grow to US$18.8 trillion and world trade in
commercial services in exports rose to US$4.6 trillion.

The percentage share of world’s total wealth isn’t equally distributed, with North America & Europe
combined accounting for 67,1% share, whilst Africa and India combined account for 2,5% share.

Population growth and increased affluence together have helped create a global youth culture which
account for circa 30% of the population globally. In many countries, more than half the population is
pre-adult -> youth market.

What is International Marketing?

Marketing = management process responsible for identifying, anticipating and satisfying customer
requirements profitability. Thus marketing 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

Differences International marketing (in stead of Domestic marketing):
1. There are different levels at which international marketing can be approached
2. The uncontrollable elements of the marketing environment are more complex

International Marketing defined

Definition of international marketing:
Involves the firm in establishing manufacturing/processing facilities around the world and
coordinating marketing strategies across the globe.

Different levels of marketing:
 Domestic marketing
The company has a few controllable variables (price, advertising) and large uncontrollable
variables (external environment, competitors etc.)
 International marketing
The controllable variabels and uncontrollable variables differ at each market, which makes
international marketing complex.
 Global marketing management
A company coordinates, integrates and controls a whole series of marketing programmes
into a susbstantial global effort.

,International marketing could be:
 Export marketing
The firm markets its goods and/or services across national/political boundaries.
 International marketing
The marketing activities include activities, interests or operations in more than one country
and where there is some kind of influence or control of marketing activities from outside the
country in which the goods or services will actually be sold.
 Global marketing
The whole organization focuses on the selection and exploitation of global marketing
opportunities and marshals recources around the globe with the objective of achieving a
global competitive advantage.

The key difference between domestic marketing and marketing on a international scale =
the multidimensionality and complexity of the many foreign country markets a company may
operate in. An international manager needs a knowledge and awareness of these complexities and
the implications they have for international marketing management.

International marketing environment

The SLEPTS factors describe the external marketing environment.

SLEPTS:
S = Social
L = Legal
E = Economic
P = Political
T = Technological
S = Sustainable

Social/cultural factors
‐ Social/cultural difference between countries are immense
‐ Companies will have to adjust to succeed
‐ Cultural differences involve language, religions and habits (India – McDonalds)

Cultural paradoxes: for example in Asia, the Middle East, Africa and Latin America, there is evidence
both for the westernization of tastes and the assertion of ethnic, religious and cultural differences.

Legal environment
‐ A company is not only bound by laws of its home country but also of Europe and its host
country.
‐ The laws involved in international marketing can be divided in three dimensions.
1. Local domestic laws: These are all different per country!, use experts on separate
legal systems.
2. International law: Cover laws for multiple regions, like IMP, patents, trademarks,
European Union is example of regional economic grouping.
3. Domestic laws in the home country: Could limit the free export, country must act
and abide its national laws in all activities.

, Economic environment
‐ Important to have understanding of economic developments
‐ Economics are divided in:
o Developed countries: (EU, North America, Japan)
o Emerging economies: (Brazil, Russia, India, China. (Demand in technology like
cars an phones is growing, rapidly developing) Usually wealth is divided with
a poor and a rich part of society.
o Less developed/underdeveloped countries: Low GDP, limited amount
manufacturing activity, poor infrastructure.
‐ Currency movements and exchange rates should be tracked carefully

Political environment
‐ Government’s attitude and the freedom in which firms can operate. Unstable political
regimes expose foreign business to a variety of risks.
‐ Three main areas in which governments may take:
o Operational restrictions: Exchange controls, employment policies,
insistence on locally shared ownership and product requirements.
o Discriminatory restrictions: Tend to apply only on foreign usually
export/import restrictions from specific countries.
o Physical actions: Direct government interventions like confiscation
when not paying debts, forces takeovers and takeovers when
damage to country property is done.

Technological
‐ Major driving force in both international marketing and in the move towards a global
marketplace.
‐ Emerging economies are skipping parts in technological evolution.
‐ Internet playing huge role in international marketing (ordering online).
‐ Some countries have a technological/cultural paradox; don’t know their way around with
computers or the internet. There are also huge differences in costs of internet.

The demands of the world population are becoming bigger than the Earth and its resources can take.
Global economic wealth increases, but natural wealth and diversity decline. Companies start to
prioritize the way in which they express how environment friendly they are.

Differences between international and domestic marketing

There are many factors whitin the international environment which substantially increase the
challenge of international marketing. These can be summarized as follows:
‐ Culture: often diverse and multicultural markets
‐ Markets: widespread and sometimes fragmented
‐ Data: difficult to obtain and often expensive
‐ Politics: regimes vary in stability – political risk becomes an important variable
‐ Government: can be strong influence in regulating importers and foreign business ventures
‐ Economies: 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, culturally influenced
‐ Control: difficult to control and coordinate across markets

Voordelen van het kopen van samenvattingen bij Stuvia op een rij:

Verzekerd van kwaliteit door reviews

Verzekerd van kwaliteit door reviews

Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!

Snel en makkelijk kopen

Snel en makkelijk kopen

Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.

Focus op de essentie

Focus op de essentie

Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!

Veelgestelde vragen

Wat krijg ik als ik dit document koop?

Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.

Tevredenheidsgarantie: hoe werkt dat?

Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.

Van wie koop ik deze samenvatting?

Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper LizBeukeboom. Stuvia faciliteert de betaling aan de verkoper.

Zit ik meteen vast aan een abonnement?

Nee, je koopt alleen deze samenvatting voor €3,48. Je zit daarna nergens aan vast.

Is Stuvia te vertrouwen?

4,6 sterren op Google & Trustpilot (+1000 reviews)

Afgelopen 30 dagen zijn er 67866 samenvattingen verkocht

Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen

Start met verkopen
€3,48  67x  verkocht
  • (22)
  Kopen