INTERNATIONALE
MARKETING DEEL 1(H1-
H5)
SAMENVATTING
,Inhoudsopgave
Inleiding..............................................................................................................................................5
Actualiteit.......................................................................................................................................5
Economische omgeving......................................................................................................................6
Het economisch ontwikkelingsniveau............................................................................................6
Groeivooruitzichten........................................................................................................................7
De succesfactoren van groei...........................................................................................................7
De inkomsten..................................................................................................................................8
Classificatiesysteem........................................................................................................................8
De besteding van de consumenten................................................................................................8
Het afnemersgedrag.......................................................................................................................9
Transportinfastructuur en communicatiemogelijkheden.............................................................10
Energie en transport.....................................................................................................................10
Communicatie...............................................................................................................................10
Demografische omgeving.................................................................................................................11
De Bevolkingsaantallen.................................................................................................................11
Het opleidingsniveau....................................................................................................................11
De gezinssamenstelling.................................................................................................................11
De gezondheid..............................................................................................................................12
De multiculturele samenstelling de bevolking..............................................................................12
Politieke omgeving...........................................................................................................................12
De bevorderende rol.....................................................................................................................13
Samenwerkingsvormen................................................................................................................13
Financiële tussenkomsten.............................................................................................................14
Informatiediensten.......................................................................................................................14
Exportfaciliterende activiteiten.....................................................................................................14
De belemmerende rol...................................................................................................................15
Geldelijke (zichtbare) handelsbeperkingen...................................................................................15
Niet-geldelijke handelsbeperkingen..............................................................................................15
De plaatsvervangende rol.............................................................................................................16
Concurrentiële omgeving.................................................................................................................16
Cultuur op basis van naties...............................................................................................................17
De verschillende cultuurniveau’s (het ui-model)..........................................................................17
Geert Hofstede (6D-model)..........................................................................................................17
Frons Trompenaars.......................................................................................................................18
, De relatie met mensen..................................................................................................................18
De houding t.o.v. tijd....................................................................................................................19
De houding t.o.v. de natuurlijke omgeving...................................................................................20
De piramide van Pinto..................................................................................................................20
Cultuur op basis van religie...............................................................................................................20
Technologische omgeving................................................................................................................21
De blauwe economie....................................................................................................................21
De groene economie ( = Oud businessmodel)..............................................................................21
Impact van technologie op de marketing.....................................................................................22
Ecologische omgeving.......................................................................................................................22
Motieven om te exporteren of internationaliseren..........................................................................22
Interne motieven..........................................................................................................................23
Externe motieven of opportuniteiten vanuit de omgeving...........................................................23
Hindernissen.....................................................................................................................................23
Interne hindernissen.....................................................................................................................23
Externe hindernissen of bedreigingen vanuit de omgeving..........................................................24
Marktbepaling en marktafbakening.................................................................................................25
Analysetechnieken in het kader van de marktselectie.....................................................................25
De passieve benadering................................................................................................................25
De actieve benadering..................................................................................................................25
Evaluatie.......................................................................................................................................26
Marktconcentratie en marktspreiding..............................................................................................26
Verschillende planningsmodellen.....................................................................................................27
Portfolio analyse: BCG – Matrix....................................................................................................27
The General Electric McKinsey – Matrix.......................................................................................28
Evaluatie.......................................................................................................................................29
Uitgangspunt....................................................................................................................................29
Secundaire informatie......................................................................................................................29
Interne secundaire data................................................................................................................30
Externe secundaire data...............................................................................................................30
Primaire informatie..........................................................................................................................31
Trends en top 25 researchfirma’s.....................................................................................................31
Trend 1: onlinemarktonderzoek en mobiele bevragingen............................................................32
Trend 2: Online luisteren netnography.........................................................................................32
Andere trends...............................................................................................................................32
Customer innovation: 3 vragen....................................................................................................32
, Marktonderzoekbureaus of researchfirma’s................................................................................32
Verschillende manieren van internationaliseren..............................................................................33
Export...............................................................................................................................................33
Directe export...............................................................................................................................34
Indirecte export............................................................................................................................34
Distributie kanalen........................................................................................................................34
Strategische allianties.......................................................................................................................34
Exportcombinaties / internationale samenwerkingsverbanden...................................................34
Licenties / Royalty’s......................................................................................................................35
Directe buitenlandse investeringen..................................................................................................35
Joint venture.................................................................................................................................35
Internationale start-up.................................................................................................................36
Internationale acquisities en fusies..............................................................................................36
Internationale acquisities..............................................................................................................36
Internationale fusie.......................................................................................................................36
Hoe wordt het internationaliseringsproces aangepakt....................................................................36
MARKETING DEEL 1(H1-
H5)
SAMENVATTING
,Inhoudsopgave
Inleiding..............................................................................................................................................5
Actualiteit.......................................................................................................................................5
Economische omgeving......................................................................................................................6
Het economisch ontwikkelingsniveau............................................................................................6
Groeivooruitzichten........................................................................................................................7
De succesfactoren van groei...........................................................................................................7
De inkomsten..................................................................................................................................8
Classificatiesysteem........................................................................................................................8
De besteding van de consumenten................................................................................................8
Het afnemersgedrag.......................................................................................................................9
Transportinfastructuur en communicatiemogelijkheden.............................................................10
Energie en transport.....................................................................................................................10
Communicatie...............................................................................................................................10
Demografische omgeving.................................................................................................................11
De Bevolkingsaantallen.................................................................................................................11
Het opleidingsniveau....................................................................................................................11
De gezinssamenstelling.................................................................................................................11
De gezondheid..............................................................................................................................12
De multiculturele samenstelling de bevolking..............................................................................12
Politieke omgeving...........................................................................................................................12
De bevorderende rol.....................................................................................................................13
Samenwerkingsvormen................................................................................................................13
Financiële tussenkomsten.............................................................................................................14
Informatiediensten.......................................................................................................................14
Exportfaciliterende activiteiten.....................................................................................................14
De belemmerende rol...................................................................................................................15
Geldelijke (zichtbare) handelsbeperkingen...................................................................................15
Niet-geldelijke handelsbeperkingen..............................................................................................15
De plaatsvervangende rol.............................................................................................................16
Concurrentiële omgeving.................................................................................................................16
Cultuur op basis van naties...............................................................................................................17
De verschillende cultuurniveau’s (het ui-model)..........................................................................17
Geert Hofstede (6D-model)..........................................................................................................17
Frons Trompenaars.......................................................................................................................18
, De relatie met mensen..................................................................................................................18
De houding t.o.v. tijd....................................................................................................................19
De houding t.o.v. de natuurlijke omgeving...................................................................................20
De piramide van Pinto..................................................................................................................20
Cultuur op basis van religie...............................................................................................................20
Technologische omgeving................................................................................................................21
De blauwe economie....................................................................................................................21
De groene economie ( = Oud businessmodel)..............................................................................21
Impact van technologie op de marketing.....................................................................................22
Ecologische omgeving.......................................................................................................................22
Motieven om te exporteren of internationaliseren..........................................................................22
Interne motieven..........................................................................................................................23
Externe motieven of opportuniteiten vanuit de omgeving...........................................................23
Hindernissen.....................................................................................................................................23
Interne hindernissen.....................................................................................................................23
Externe hindernissen of bedreigingen vanuit de omgeving..........................................................24
Marktbepaling en marktafbakening.................................................................................................25
Analysetechnieken in het kader van de marktselectie.....................................................................25
De passieve benadering................................................................................................................25
De actieve benadering..................................................................................................................25
Evaluatie.......................................................................................................................................26
Marktconcentratie en marktspreiding..............................................................................................26
Verschillende planningsmodellen.....................................................................................................27
Portfolio analyse: BCG – Matrix....................................................................................................27
The General Electric McKinsey – Matrix.......................................................................................28
Evaluatie.......................................................................................................................................29
Uitgangspunt....................................................................................................................................29
Secundaire informatie......................................................................................................................29
Interne secundaire data................................................................................................................30
Externe secundaire data...............................................................................................................30
Primaire informatie..........................................................................................................................31
Trends en top 25 researchfirma’s.....................................................................................................31
Trend 1: onlinemarktonderzoek en mobiele bevragingen............................................................32
Trend 2: Online luisteren netnography.........................................................................................32
Andere trends...............................................................................................................................32
Customer innovation: 3 vragen....................................................................................................32
, Marktonderzoekbureaus of researchfirma’s................................................................................32
Verschillende manieren van internationaliseren..............................................................................33
Export...............................................................................................................................................33
Directe export...............................................................................................................................34
Indirecte export............................................................................................................................34
Distributie kanalen........................................................................................................................34
Strategische allianties.......................................................................................................................34
Exportcombinaties / internationale samenwerkingsverbanden...................................................34
Licenties / Royalty’s......................................................................................................................35
Directe buitenlandse investeringen..................................................................................................35
Joint venture.................................................................................................................................35
Internationale start-up.................................................................................................................36
Internationale acquisities en fusies..............................................................................................36
Internationale acquisities..............................................................................................................36
Internationale fusie.......................................................................................................................36
Hoe wordt het internationaliseringsproces aangepakt....................................................................36
