Stressing Culture And International Marketing Essay

2561 words - 11 pages

marketing
chapter 1- introduction to global marketing

principles of marketing a review
The essence of marketing is to surpass the competition at the task of creating perceived value. Value equation = Benefits/Price (time, money, effort). Benefits are a combination of the product, promotion and distribution. A market = people or organization that are both able and willing to buy.
When a company is able to create more value than the rest, he has a competitive advantage. A global industry – one in which competitive advantage van be achieved by operations on a worldwide scale.
Global marketing: what it is and what it isnt
Global marketing strategy, has 5 dimensions:
1. Global ...view middle of the document...

Geocentric orientation
The entire world as a potential market, global or transnational company. It is a mixture of the standardized and the adaption approach. Integrated on a global scale.
forces affecting global integration and global marketing
1. Multilateral trade agreements: made trade easier
2. Converging markets need and wants and the information revolution: most global markets don’t exist in nature, marketing must create them.
3. Transportation and communication improvements: time and cost barriers associated with distance and with physical distribution have fallen tremendously over the past 100 years.
4. Product development costs: the pressure for globalization is intense when new products require major investments and long periods of development time.
5. Quality: global strategies can create greater revenue and greater margins, which support design and quality.
6. Leverage: some type of advantage that a company enjoys by virtue of the fact that is has experience in more than one country
a. Experience transfers
b. Scale economies
c. Resource utilization
d. Global strategy
e. Restraining forces
f. Etc.
chapter 2 – inititation of internationalization
internationalization motives
Proactive motives – stimuli to attempt strategy changes
1. Profit and growth goals
2. Managerial urge – motivation that reflects the desire, drive and enthusiasm of management towards global marketing activities.
3. Technological competence/unique product
4. Foreign market opportunities/market information
5. Economies of scale – learning curve
6. Tax benefits
Reactive motives – firm reacts to pressures or threats in its home market or in foreign markets and adjusts passively to them by changing its activities over time
1. Competitive pressure – losing share aan iemand die economies of scale heeft door global market strategy.
2. Domestic market: small and saturated – small home potential
3. Overproduction/ excess capacity
4. Unsolicited foreign orders
5. Extend sales of seasonal products
6. Proximity to international customers/psychological distance – shock effects (managers experience a shock when they realize that they do not know enough about a local market, especially when they perceive it as having a close physic distance). Geographic closeness betekent niet meteen psychological closeness.
The bigger the firm the more likely it had proactive stimuli.
triggers of export initiation (change agents)
Also known as internationalization triggers.
Internal triggers:
1. Perceptive management/personal networks – perceptive (sharp) managements gain early awareness of developing opportunities in overseas markets.
2. Specific internal event – managements interest, new employee
3. Inward/outward internationalization – inward internationalization (import) may influence outward internationalization (international market...

Other Papers Like Stressing Culture and International Marketing

It’s Easier to Stick Together: International Students in Us Colleges and Their Lack of Adaptation to the American Culture

3141 words - 13 pages It’s easier to stick together: International students in US colleges and their lack of adaptation to the American culture. INTRODUCTION The number of international students enrolling in Americans colleges is greatly increasing every year. According to the IIE (Institute of International Education), 819,644 students were enrolled in the USA in 2012/2013 and their number increases by about seven percent every year. Chinese, Indians and South

International Managment Essay

352 words - 2 pages International marketing is the application of marketing principles in more than one country, by companies overseas or across national borders. International marketing is based on an extension of a company’s local marketing strategy, with special attention paid to marketing identification, targeting, and decisions internationally.Rapid technological advances mean that geographical and cultural communication barriers are disappearing, and even

China And The Us

795 words - 4 pages individualist culture, stressing individual achievement, while China is a collectivist culture, stressing the importance of membership in a cohesive group. Becton, J. B, and Field, H. S. International Journal of Human Resource Management Aug 2009, Vol. 20 Issue 8, p 1651-1669. 19p. 4 charts another example of the US and China’s cultural differences would be in the area of long term orientation (LTO). China scored an 87, and the US scored a 26 (The

Micro Marko

619 words - 3 pages international forces that might affect your business. The factors are largely outside the direct control of any company and can sometimes have a negative impact on their plans. Equally this can be very important as it will support the business and marketing strategy allowing the company to take advantage of potential opportunities whilst minimising the potential threats to the company. The Marketing Environment According to Philip

The Glocal Strategy Og Global Brands

3257 words - 14 pages development and trade • Takes into account mass demand • Globalism • Quantity • International brand awareness • Cost benefits from standardization • Falling costs of trade with greater globalization Definition: “the process of adapting a product or service to a particular culture, language, developing a local appeal and satisfying local needs” • Differentiation differences in customer preferences and income across target countries • Takes into

Marketing

1076 words - 5 pages which are often used by the companies and the managers: command, change, consensus and culture (Marketing strategy, Ferrell). Command method is that leaders or the superiors will assess the strategies of Marketing. The other method to research the Marketing named change approach is pretty like the command method. However, this method put more emphasis on implementation. The third method is consensus method which should be involved with the

Mm Aasignment

535 words - 3 pages and empirical foundations, range of relevance, applicability and limitations. Scenario Kotler describes marketing as ‘the process by which companies create value for customers and build strong relationships in order to capture value from customers in return.’ To do this successfully, firms need to embrace a culture of market orientation and put the customer at the forefront of everything they do. Communication of the marketing strategy and

International Marketing

670 words - 3 pages take of international relationships that involve the all important two way communications flow. Global marketing: When a company becomes a global marketer, it views the world as one market and creates products that will only require weeks to fit into any regional marketplace. Marketing decisions are made by consulting with marketers in all the countries that will be affected. The goal is to sell the same thing the same way everywhere

What Roles Does a Marketer Do

586 words - 3 pages challenges appear when stepping onto the international scale. The first is simply finding a market need for your product and service; would there even be a consumer base? Cultural difference would be a massive factor, they would you advertise is different, the colour you use would be different, Asian culture the colour red is the colour of good fortune hence why many companies use the colour scheme to help blend in culturally. The time zone

Mediaeffects on Culture

3457 words - 14 pages organizational promotion of multiple cultures. Multiple cultures mean giving respect to different types of culture at same time. All the aspects regarding the culture have to be considered when a concern is going to launch its products globally. So in the case of international business, understanding culture of different countries is important because then only a company can put forward its globalization strategies, marketing strategies as well

Personal Statement

1232 words - 5 pages students through an international organization called Junior Achievement, I imparted basic knowledge of marketing and economics, but I also learned from the students’ intense interest in the curriculum. I recalled that during my junior year, I took charge of the Campus Ambassador of Henkel by propagating their international commercial competitions and corporate culture to university students. For helping them organize that activity, I gained

Related Essays

Globalization And International Marketing Essay

746 words - 3 pages barriers, the domestic businesses got opportunities to spread their business throughout the world by entering to much larger international markets, in the form of international, multinational, transnational and as global corporations. And that’s where the concern of international marketing emerged. The efficiency and effectiveness in the international marketing strategies could enhanced through advanced communication such as social media and promotion

Culture And Its Impact On International Business

5020 words - 21 pages Culture and its Impact on International Business Introduction As businesses have grown and expanded to the international level; certain aspects of business have become abundantly clear. One thing that has become the norm when doing business on the international level is dealing with different cultures. Culture, as defined by Geert Hofstede is “the collective programming of the human mind that distinguishes the members of one human group

International Marketing Between Carlsberg And Heineken In Malaysia

2379 words - 10 pages International Marketing Assignment 1 1. Executive Summary We would like to apply Porter’s 5 forces of competitiveness to analyze in details the business environment faced by Carlsberg and Heineken in Malaysia. Detail of how Carlsberg and Heineken had done a good choice to take the risk of marketing in Malaysia is discussed below. The advantages and disadvantages of such decision are highlighted below as well. We then identify the

International And Domestic Marketing Comparison Paper: India And The United States

1415 words - 6 pages International and Domestic Marketing Comparison Paper: India and the United States Introduction Nations, like the people who inhabit them, are all different. Some, like the United States, are at the forefront of technology and development. Others exist as third world nations, where even the most basic necessities are hard to come by. And then there are those which are in the middle, such as India. In the past 20 years, India has grown in