Global Marketing .............................................................................................................. 5
Introduction .............................................................................................................. 5
International marketing ....................................................................................... 5
International market environment ................................................................. 5
Buying behaviour in an international context .................................................. 8
Theoretical Foundations ............................................................................................ 9
International market research .................................................................................. 12
Primary research .............................................................................................. 12
Secondary research .......................................................................................... 13
International marketing strategies............................................................................. 13
Determination of the degree of internationalization ............................................. 13
Selection/prioritization of country markets ......................................................... 13
Process of foreign market selection:............................................................ 14
Design and structure of the market development ................................................ 15
Selection of the form of international market entry ....................................... 15
Decision about the timing of international market entry ................................ 16
Decision regarding cross-national standardization of marketing activities............. 17
Decision on relationship between HQ and local entities ...................................... 17
International marketing mix elements ....................................................................... 18
Conceptual framework for major shifts shaping MM decisions over past decade ... 18
Insights regarding the impact of marketing-mix instruments on a global scale ....... 19
Product decisions: ............................................................................................ 19
Pricing decisions .............................................................................................. 21
Communication (promotion) decisions: ............................................................. 24
Sales (Place) decisions ..................................................................................... 25
B2B Marketing ................................................................................................................ 26
Introduction ............................................................................................................ 26
Selected characteristics of B2B marketing** ...................................................... 28
B2B Characteristics of organizational buying ............................................................. 29
Actors in organizational buying: ......................................................................... 29
The buying center concept ......................................................................... 29
The promotors-opponent model ................................................................. 30
Process of organizational buying ....................................................................... 31
1
, Criteria of organizational buying decisions ......................................................... 31
1.Quality ................................................................................................... 31
2.Cost ....................................................................................................... 32
3.Relationship ........................................................................................... 33
4.Terms of delivery ..................................................................................... 33
Theoretical models: the structural model .......................................................... 33
Theoretical models: the interaction model ........................................................ 34
Theoretical model: business relationship model ............................................... 34
Performance impact of business relationships ............................................ 35
Influencing factors: the buygrid model ............................................................... 35
B2B Marketing strategy............................................................................................. 36
B2B Marketing mix elements .................................................................................... 37
Product decisions ............................................................................................. 37
Innovation management ............................................................................ 37
Management of established products ......................................................... 38
Brand management ................................................................................... 39
Price decisions ................................................................................................. 40
Pricing of new products ............................................................................. 40
Pricing of established products.................................................................. 41
Price enforcement ..................................................................................... 43
Communication (promotion) decisions .............................................................. 43
More personalized and technical communication ........................................ 43
Communication instruments ...................................................................... 44
Sales (place) decisions ..................................................................................... 45
Distribution decisions ................................................................................ 45
Sales logistics decisions ............................................................................ 46
Customer relationship management .................................................................. 47
How to create loyalty among business customers ........................................ 47
Service Marketing ........................................................................................................... 48
Introduction ............................................................................................................ 48
Fundamental and distinctive characteristics of services ...................................... 48
Intangibility ............................................................................................... 48
Inseparability............................................................................................. 48
2
, Perishability .............................................................................................. 48
Variability .................................................................................................. 49
Perceived purchase risk ............................................................................. 49
Service dominant logic...................................................................................... 50
Service typology ............................................................................................... 50
Market share as a strategic goal (revisited) in service industries ........................... 51
Two-sided digital platforms: a special type of service business model .................. 52
Empirical insights ...................................................................................... 52
A special type op TSDP ............................................................................... 53
Creatrepreneurs ............................................................................................... 54
Designing and managing service quality .................................................................... 55
Systematization of the marketing objectives of a company .................................. 55
Customer satisfaction ...................................................................................... 56
Theories to explain the creation of customer satisfaction ............................. 56
Customer satisfaction effects in relation to various performance factors ....... 56
How to affect customer satisfaction ............................................................ 57
Relations ship between customer satisfaction and stock market performance57
Customer loyalty .............................................................................................. 57
Theories explain customer loyalty ............................................................... 57
Relationship between customers satisfaction and loyalty ............................. 57
Dimensions of service quality: The SERVQUAL approach! .................................... 58
Operationalization of service quality based on SERVQUAL ............................ 58
Evaluation of the SERVQUAL approach ........................................................ 59
Managing service quality ................................................................................... 59
Measuring service quality ........................................................................... 60
Analysing service quality ............................................................................ 62
Influencing/improving service quality .......................................................... 63
Online firestorms in brand communities ............................................................. 65
Detection .................................................................................................. 65
Prevention ................................................................................................. 65
Mitigation .................................................................................................. 65
Marketing mix elements ........................................................................................... 66
Intangibility ...................................................................................................... 66
3
, Perceived purchase risk .................................................................................... 67
Inseparability ................................................................................................... 68
Perishability ..................................................................................................... 68
Variability ......................................................................................................... 70
Expanded marketing mix: 7Ps ................................................................................... 71
Personnel decisions.......................................................................................... 71
Basic objectives ........................................................................................ 71
Service employee empowerment ................................................................ 71
How (not) to create work motivation ............................................................ 72
High burdens of service employees (and how to reduce them) ...................... 72
Physical evidence decisions .............................................................................. 73
Basic objectives ........................................................................................ 73
1)Conveying an image of knowhow and efficiency ........................................ 73
2)Customer-friendly design of the service infrastructure ............................... 73
3) Located within a reasonable vicinity of the customer ................................ 74
4) Creation of an atmosphere that is consistent with the services being provided
................................................................................................................. 74
Ambient scents in the marketplace ............................................................. 75
Process decisions............................................................................................. 75
Basic objectives ........................................................................................ 75
1)Error-free and 2) cost-effective processes................................................. 76
3)Flexible and 4) transparent processes ...................................................... 77
5)Reasonable processing time and waiting times ......................................... 77
4
, Global, B2B, & Service Marketing
Global Marketing
Introduction
Door covid is de e-commerce heel veel gestegen in aandeel van de totale sales. Hierdoor is de market
capitalization van digitale bedrijven zoals shopify, paypal, amazaon serieus gestegen.
Dan zorgde de oorlog in oekraine voor een enorme stijging in de energieprijzen. Nu is die eigenlijk al
terug serieus gedaald maar nog steeds hoger dan voor de oorlog.
→Due to the war many companies kept producing goods but 24% stopped their sales
Opkomst van GenAI: will have a large impact on various corporate functions, especially
marketing/sales
➔ Despite everything that is going on, exports of goods will continue to grow in future years
Current threats to global trade are: pandemics, politics & wars, and singular events (like the blockage
of the suez canal).
Also trump’s tariffs had economic impact: consumers and whole economy lose, domestic producers
and US governments wins.
- Trade flow disprutions: incentives to near-shore or move sourcing to low-tariff regions
- Cost pressures and inflation: higher input costs for us firms importing goods
- Retaliation: IMF warnings, possible retaliatory tariffs
- Marketing and strategic implications: revisit regional segmentation, adjust pricing, stregthen
supplychain riskmanagement
International marketing
International marketing refers to the marketing activities a company undertakes when it conducts
business operations in more than one country
- Design and realization of market-related activities directed at a company’s current and
potential customers located in more than one country
- Establish favorable conditions within the company that these market-related activities can be
implemented effectively across countries
International market environment: you can look at internatinal affaires from a: technological,
political-legal or sociocultural pov.
- Technological market conditions
o Big increases in worldwide investements into Information technology (IT) since ‘23
o % of internetusers increased heavily last few years
5
Introduction .............................................................................................................. 5
International marketing ....................................................................................... 5
International market environment ................................................................. 5
Buying behaviour in an international context .................................................. 8
Theoretical Foundations ............................................................................................ 9
International market research .................................................................................. 12
Primary research .............................................................................................. 12
Secondary research .......................................................................................... 13
International marketing strategies............................................................................. 13
Determination of the degree of internationalization ............................................. 13
Selection/prioritization of country markets ......................................................... 13
Process of foreign market selection:............................................................ 14
Design and structure of the market development ................................................ 15
Selection of the form of international market entry ....................................... 15
Decision about the timing of international market entry ................................ 16
Decision regarding cross-national standardization of marketing activities............. 17
Decision on relationship between HQ and local entities ...................................... 17
International marketing mix elements ....................................................................... 18
Conceptual framework for major shifts shaping MM decisions over past decade ... 18
Insights regarding the impact of marketing-mix instruments on a global scale ....... 19
Product decisions: ............................................................................................ 19
Pricing decisions .............................................................................................. 21
Communication (promotion) decisions: ............................................................. 24
Sales (Place) decisions ..................................................................................... 25
B2B Marketing ................................................................................................................ 26
Introduction ............................................................................................................ 26
Selected characteristics of B2B marketing** ...................................................... 28
B2B Characteristics of organizational buying ............................................................. 29
Actors in organizational buying: ......................................................................... 29
The buying center concept ......................................................................... 29
The promotors-opponent model ................................................................. 30
Process of organizational buying ....................................................................... 31
1
, Criteria of organizational buying decisions ......................................................... 31
1.Quality ................................................................................................... 31
2.Cost ....................................................................................................... 32
3.Relationship ........................................................................................... 33
4.Terms of delivery ..................................................................................... 33
Theoretical models: the structural model .......................................................... 33
Theoretical models: the interaction model ........................................................ 34
Theoretical model: business relationship model ............................................... 34
Performance impact of business relationships ............................................ 35
Influencing factors: the buygrid model ............................................................... 35
B2B Marketing strategy............................................................................................. 36
B2B Marketing mix elements .................................................................................... 37
Product decisions ............................................................................................. 37
Innovation management ............................................................................ 37
Management of established products ......................................................... 38
Brand management ................................................................................... 39
Price decisions ................................................................................................. 40
Pricing of new products ............................................................................. 40
Pricing of established products.................................................................. 41
Price enforcement ..................................................................................... 43
Communication (promotion) decisions .............................................................. 43
More personalized and technical communication ........................................ 43
Communication instruments ...................................................................... 44
Sales (place) decisions ..................................................................................... 45
Distribution decisions ................................................................................ 45
Sales logistics decisions ............................................................................ 46
Customer relationship management .................................................................. 47
How to create loyalty among business customers ........................................ 47
Service Marketing ........................................................................................................... 48
Introduction ............................................................................................................ 48
Fundamental and distinctive characteristics of services ...................................... 48
Intangibility ............................................................................................... 48
Inseparability............................................................................................. 48
2
, Perishability .............................................................................................. 48
Variability .................................................................................................. 49
Perceived purchase risk ............................................................................. 49
Service dominant logic...................................................................................... 50
Service typology ............................................................................................... 50
Market share as a strategic goal (revisited) in service industries ........................... 51
Two-sided digital platforms: a special type of service business model .................. 52
Empirical insights ...................................................................................... 52
A special type op TSDP ............................................................................... 53
Creatrepreneurs ............................................................................................... 54
Designing and managing service quality .................................................................... 55
Systematization of the marketing objectives of a company .................................. 55
Customer satisfaction ...................................................................................... 56
Theories to explain the creation of customer satisfaction ............................. 56
Customer satisfaction effects in relation to various performance factors ....... 56
How to affect customer satisfaction ............................................................ 57
Relations ship between customer satisfaction and stock market performance57
Customer loyalty .............................................................................................. 57
Theories explain customer loyalty ............................................................... 57
Relationship between customers satisfaction and loyalty ............................. 57
Dimensions of service quality: The SERVQUAL approach! .................................... 58
Operationalization of service quality based on SERVQUAL ............................ 58
Evaluation of the SERVQUAL approach ........................................................ 59
Managing service quality ................................................................................... 59
Measuring service quality ........................................................................... 60
Analysing service quality ............................................................................ 62
Influencing/improving service quality .......................................................... 63
Online firestorms in brand communities ............................................................. 65
Detection .................................................................................................. 65
Prevention ................................................................................................. 65
Mitigation .................................................................................................. 65
Marketing mix elements ........................................................................................... 66
Intangibility ...................................................................................................... 66
3
, Perceived purchase risk .................................................................................... 67
Inseparability ................................................................................................... 68
Perishability ..................................................................................................... 68
Variability ......................................................................................................... 70
Expanded marketing mix: 7Ps ................................................................................... 71
Personnel decisions.......................................................................................... 71
Basic objectives ........................................................................................ 71
Service employee empowerment ................................................................ 71
How (not) to create work motivation ............................................................ 72
High burdens of service employees (and how to reduce them) ...................... 72
Physical evidence decisions .............................................................................. 73
Basic objectives ........................................................................................ 73
1)Conveying an image of knowhow and efficiency ........................................ 73
2)Customer-friendly design of the service infrastructure ............................... 73
3) Located within a reasonable vicinity of the customer ................................ 74
4) Creation of an atmosphere that is consistent with the services being provided
................................................................................................................. 74
Ambient scents in the marketplace ............................................................. 75
Process decisions............................................................................................. 75
Basic objectives ........................................................................................ 75
1)Error-free and 2) cost-effective processes................................................. 76
3)Flexible and 4) transparent processes ...................................................... 77
5)Reasonable processing time and waiting times ......................................... 77
4
, Global, B2B, & Service Marketing
Global Marketing
Introduction
Door covid is de e-commerce heel veel gestegen in aandeel van de totale sales. Hierdoor is de market
capitalization van digitale bedrijven zoals shopify, paypal, amazaon serieus gestegen.
Dan zorgde de oorlog in oekraine voor een enorme stijging in de energieprijzen. Nu is die eigenlijk al
terug serieus gedaald maar nog steeds hoger dan voor de oorlog.
→Due to the war many companies kept producing goods but 24% stopped their sales
Opkomst van GenAI: will have a large impact on various corporate functions, especially
marketing/sales
➔ Despite everything that is going on, exports of goods will continue to grow in future years
Current threats to global trade are: pandemics, politics & wars, and singular events (like the blockage
of the suez canal).
Also trump’s tariffs had economic impact: consumers and whole economy lose, domestic producers
and US governments wins.
- Trade flow disprutions: incentives to near-shore or move sourcing to low-tariff regions
- Cost pressures and inflation: higher input costs for us firms importing goods
- Retaliation: IMF warnings, possible retaliatory tariffs
- Marketing and strategic implications: revisit regional segmentation, adjust pricing, stregthen
supplychain riskmanagement
International marketing
International marketing refers to the marketing activities a company undertakes when it conducts
business operations in more than one country
- Design and realization of market-related activities directed at a company’s current and
potential customers located in more than one country
- Establish favorable conditions within the company that these market-related activities can be
implemented effectively across countries
International market environment: you can look at internatinal affaires from a: technological,
political-legal or sociocultural pov.
- Technological market conditions
o Big increases in worldwide investements into Information technology (IT) since ‘23
o % of internetusers increased heavily last few years
5
