Summary - International Marketing & Sales II

SUMMARY -
INTERNATIONAL
MARKETING & SALES II
EXAM PREPARATIONS FOR Y1Q4




By Jeffrey Engels

,TABLE OF CONTENT



Study guide……………………………………………………………………………………………………………………………………..p.2

Lectures & Training Sessions……………………………………………………………………………………………………p.3-p.29

Week 1………………………………………………………………………………………………………………….……p.3-p.11

Week 2…………………………………………………………………………………………………………….……….p.12-p.15

Week 3……………………………………………………………………………………………………………………..p.16-p.18

Week 4……………………………………………………………………………………………………………………..p.19-p.21

Week 5…………………………………………………………………………………………………………………..…………p.22

Week 6……………………………………………………………………………………………………………………..p.23-p.25

Week 7………………………………………………………………………………………………………………………p.26-p.29

Book Summaries……………………………………………………………………………………………………………………p.30-p.47

Chapter 5 - Consumer markets and buyer behaviour (p.140-p.155)……..……………………p.30-p.37

Chapter 6 - Business markets and business buyer behaviour (p.170-p.180)……………….p.38-p.43

Chapter 18 - Creating competitive advantage..………………………………………………………...p.44-p.48

Chapter 19 - The global marketplace….………………………………………..…………………………..p.49-p.55

Practice test (based on the lectures)……………………………………………………………………………………………..p.56

Answers to the test……………………………………………………………………………………………………………….p.57+p.58




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,Study guide
This part of the summary serves as a guide and a clear overview of what exactly has to learned for
the upcoming exam. Underneath are the learning objectives& assessment goals and a personal
opinion on what would the best approach in studying for the course of ‘International Marketing &
Sales II’.



Learning objectives & Assessment goals

IMS II recognizes several learning goals, some of which assess information that has only been revised
and therefore are not found in the book summaries. Underneath is a screenshot of what the module
manual says.




Exam layout




Personal opinion

Both learning goals 2 & 3 together take up for 60% of the exam and are about a customer journey.
This means that this is crucial to prioritize. There is a high chance that one of the open questions will
be about mapping out a customer journey so it is advised to practice that before taking the exam.
Furthermore, the book summaries explain the information from the slight in much more detail so in
this case it is recommended to focus more on those than on the slides.

Finally, the exam will be taken on a computer rather than in paper. Just a heads-up. Good luck
everyone!

2

, Lectures & Training Sessions
Week 1

Customers can be separated in 2 groups:

- Consumers - Individuals and households who buy goods and services for personal
consumption
- Businesses - Organisations that buy goods and services to use in the production of other
goods and services or for the purpose of reselling or renting them to others at a profit



Customer journey

The sum of experiences that customers go through when interacting with a company or a brand. This
can be visualized through a customer journey map.

➔ Customer journey map: Illustration that details all of the touchpoints at the company or
brand that customers come into contact with as they attempt to achieve a goal, and the
emotions they experience during that journey.
It is helpful to understand how customers are interacting with your company or brand and
helps to identify areas of improvement of your customers’ experience.



The following steps are taken in creating a customer journey map:

1. Make sure you have done your research;
2. Define behavioural stages from the customer’s perspective;
3. Capture your customer’s considerations;
4. Detail every touchpoint;
5. Detail customer pain points;
6. Chart changing customer emotions;
7. Consider what other detail can be added to the map;
8. Outline opportunities for improvements.

Consumer behaviour is affected by several types of characteristics. This could alter the behavior of
each individual:




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