Cross Cultural Marketing, Summary Marketing Models, VU, International Business Administration, Year 1

Overview of Marketing models




Porter’s Value Chain (1985): Porter’s 5 Forces Model (1979):




Used for the identification of competitive advantages To determine the potential profit
or possibilities to create value.

, Differentiates between two types
of influencing: central and
peripheral. Central: rational, well-
thought decisions. Peripheral:
more impulsive, no good look at
arguments.
- Central Route: Deliberate cognitive
thinking about arguments
- Peripheral Route: Thinking about
anything but these arguments




Maslow’s pyramid
(1954)




FCB (Foote, Cone, Belding) Grid:
About the decision-making process. Four
different types of decision-making:
1. Learning
2. Affective
3. Routine
4. Hedonism (pleasure-seeking)