Volledige Samenvatting International
Marketing 2023-2024 Bedrijfsmanagement-
Marketing
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Chapter I: Global Marketing .................................................................................................................................... 5
1.1 international business .................................................................................................................................. 7
1.2 Globalization versus Localization ............................................................................................................... 12
1.3 The global marketing concept .................................................................................................................... 15
Chapter II: Decision to internationalize (internal analysis) ................................................................................... 17
2.1 Global Marketing & Management Style (LSE versus SME) ......................................................................... 17
Step 1: Decision to internationalize .............................................................................................................. 17
Economy of scale........................................................................................................................................... 19
Economy of scope (synergie) ........................................................................................................................ 20
2.2 Decision to Internationalize ....................................................................................................................... 21
A Internal factors........................................................................................................................................... 21
B external factors INFLUENCING THE DECISION ........................................................................................... 24
C competitiveness ......................................................................................................................................... 28
2.3 Internationalization theories ...................................................................................................................... 29
Uppsala Model (Stage Model):...................................................................................................................... 29
Network Model: ............................................................................................................................................ 29
Born Globals: ................................................................................................................................................. 29
Chapter III: External Analysis Market Selection .................................................................................................... 30
3.1 Global market research .............................................................................................................................. 30
A) International Market Research ................................................................................................................. 30
B) Link between global market research and the decision-making process ................................................. 30
C) Secondary & primary research ................................................................................................................. 31
D) Setting up an International Marketing Information system (MIS) ........................................................... 32
3.2 The International Market Selection process (IMS) ..................................................................................... 33
SME’s versus LSE’s ......................................................................................................................................... 34
Building a model for International Selection ................................................................................................ 35
Part IV: external analysis DESTEP .......................................................................................................................... 56
4.1 Demographic factors .................................................................................................................................. 56
4.2 Economic factors ........................................................................................................................................ 56
A Economic Development ............................................................................................................................. 57
B Exchange rates ........................................................................................................................................... 60
C Trade policy ................................................................................................................................................ 62
D Regional economic integration .................................................................................................................. 65
4.3 Socio-cultural factors .................................................................................................................................. 67
What is culture? – culture & marketing? ...................................................................................................... 67
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Classification of culture ................................................................................................................................. 71
Element of culture to be researched ............................................................................................................ 80
4.4 Technological factors .................................................................................................................................. 86
Infrastructure & transport ............................................................................................................................ 86
Financial services........................................................................................................................................... 86
Telecom & internet ....................................................................................................................................... 86
4.5 Ecological factors ........................................................................................................................................ 87
Geography ..................................................................................................................................................... 87
Climate .......................................................................................................................................................... 87
Geographic location ...................................................................................................................................... 87
Important cities ............................................................................................................................................. 87
4.6 Political / legal factors ................................................................................................................................ 87
Types of government .................................................................................................................................... 87
Pressure groups............................................................................................................................................. 87
Boycotts ........................................................................................................................................................ 88
Legislation ..................................................................................................................................................... 88
Chapter V Market attractiveness .......................................................................................................................... 89
5.1 Macro level: national competitiveness ...................................................................................................... 89
Industry Cluster: Silicon Valley – the Antwerp Diamond District .................................................................. 90
Porter’s Diamond .......................................................................................................................................... 90
5.2 Meso level: competitiveness in an industry ............................................................................................... 97
Porter’s 5 forces model ................................................................................................................................. 97
5.3 Micro level: competitiveness on customer level ...................................................................................... 100
Porter’s Customer’s perceived value (Value Chain Analysis) ...................................................................... 100
Blue ocean strategy versus red ocean strategy .......................................................................................... 100
Chapter VI Market Approach .............................................................................................................................. 102
6.1 Segmenting – targeting – positioning....................................................................................................... 102
Micro-segmentation.................................................................................................................................... 102
Target market strategies ............................................................................................................................. 102
Product positioning ..................................................................................................................................... 104
6.2 Market Entry Strategies ............................................................................................................................ 107
A) Introduction Market Entry Modes .......................................................................................................... 107
B) Export modes .......................................................................................................................................... 108
C) Contractual entry modes ........................................................................................................................ 109
Contractual manufacturing: different subtypes .......................................................................................... 110
Investment modes ...................................................................................................................................... 112
6.3 Adapting the Marketing mix: distribution - Product - Price - Promotion ................................................. 115
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Marketing 2023-2024 Bedrijfsmanagement-
Marketing
geschreven door
brittvandekerkhove
De website voor het Kopen en Verkopen van je Samenvattingen
Op Stuvia vind je de beste samenvattingen, notities en ander studiemateriaal. Voor alle toetsen,
examens en cursussen. Bekijk het aanbod op Stuvia.
www.stuvia.com
Gedownload door: matsmignon1 | Wil jij €76 per
Dit document is auteursrechtelijk beschermd, het verspreiden van dit document is strafbaar. maand verdienen?
, Stuvia - Koop en Verkoop de Beste Samenvattingen
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britt
Gedownload door: matsmignon1 | Wil jij €76 per
Dit document is auteursrechtelijk beschermd, het verspreiden van dit document is strafbaar. maand verdienen?
, Stuvia - Koop en Verkoop de Beste Samenvattingen
Inhoud
Chapter I: Global Marketing .................................................................................................................................... 5
1.1 international business .................................................................................................................................. 7
1.2 Globalization versus Localization ............................................................................................................... 12
1.3 The global marketing concept .................................................................................................................... 15
Chapter II: Decision to internationalize (internal analysis) ................................................................................... 17
2.1 Global Marketing & Management Style (LSE versus SME) ......................................................................... 17
Step 1: Decision to internationalize .............................................................................................................. 17
Economy of scale........................................................................................................................................... 19
Economy of scope (synergie) ........................................................................................................................ 20
2.2 Decision to Internationalize ....................................................................................................................... 21
A Internal factors........................................................................................................................................... 21
B external factors INFLUENCING THE DECISION ........................................................................................... 24
C competitiveness ......................................................................................................................................... 28
2.3 Internationalization theories ...................................................................................................................... 29
Uppsala Model (Stage Model):...................................................................................................................... 29
Network Model: ............................................................................................................................................ 29
Born Globals: ................................................................................................................................................. 29
Chapter III: External Analysis Market Selection .................................................................................................... 30
3.1 Global market research .............................................................................................................................. 30
A) International Market Research ................................................................................................................. 30
B) Link between global market research and the decision-making process ................................................. 30
C) Secondary & primary research ................................................................................................................. 31
D) Setting up an International Marketing Information system (MIS) ........................................................... 32
3.2 The International Market Selection process (IMS) ..................................................................................... 33
SME’s versus LSE’s ......................................................................................................................................... 34
Building a model for International Selection ................................................................................................ 35
Part IV: external analysis DESTEP .......................................................................................................................... 56
4.1 Demographic factors .................................................................................................................................. 56
4.2 Economic factors ........................................................................................................................................ 56
A Economic Development ............................................................................................................................. 57
B Exchange rates ........................................................................................................................................... 60
C Trade policy ................................................................................................................................................ 62
D Regional economic integration .................................................................................................................. 65
4.3 Socio-cultural factors .................................................................................................................................. 67
What is culture? – culture & marketing? ...................................................................................................... 67
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Classification of culture ................................................................................................................................. 71
Element of culture to be researched ............................................................................................................ 80
4.4 Technological factors .................................................................................................................................. 86
Infrastructure & transport ............................................................................................................................ 86
Financial services........................................................................................................................................... 86
Telecom & internet ....................................................................................................................................... 86
4.5 Ecological factors ........................................................................................................................................ 87
Geography ..................................................................................................................................................... 87
Climate .......................................................................................................................................................... 87
Geographic location ...................................................................................................................................... 87
Important cities ............................................................................................................................................. 87
4.6 Political / legal factors ................................................................................................................................ 87
Types of government .................................................................................................................................... 87
Pressure groups............................................................................................................................................. 87
Boycotts ........................................................................................................................................................ 88
Legislation ..................................................................................................................................................... 88
Chapter V Market attractiveness .......................................................................................................................... 89
5.1 Macro level: national competitiveness ...................................................................................................... 89
Industry Cluster: Silicon Valley – the Antwerp Diamond District .................................................................. 90
Porter’s Diamond .......................................................................................................................................... 90
5.2 Meso level: competitiveness in an industry ............................................................................................... 97
Porter’s 5 forces model ................................................................................................................................. 97
5.3 Micro level: competitiveness on customer level ...................................................................................... 100
Porter’s Customer’s perceived value (Value Chain Analysis) ...................................................................... 100
Blue ocean strategy versus red ocean strategy .......................................................................................... 100
Chapter VI Market Approach .............................................................................................................................. 102
6.1 Segmenting – targeting – positioning....................................................................................................... 102
Micro-segmentation.................................................................................................................................... 102
Target market strategies ............................................................................................................................. 102
Product positioning ..................................................................................................................................... 104
6.2 Market Entry Strategies ............................................................................................................................ 107
A) Introduction Market Entry Modes .......................................................................................................... 107
B) Export modes .......................................................................................................................................... 108
C) Contractual entry modes ........................................................................................................................ 109
Contractual manufacturing: different subtypes .......................................................................................... 110
Investment modes ...................................................................................................................................... 112
6.3 Adapting the Marketing mix: distribution - Product - Price - Promotion ................................................. 115
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