Summary: Engels Mondeling 2014

Read the summary and the most important questions on Engels mondeling 2014

• 1 Hoofdstuk 1

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• Multi domestic market extension

  in more countries adopt your marketingmix in every individual country

• Global marketing orientation

  Company sees the world as one country. Marketingmix is the same. A minimum of adaptation.

• 1.1 Chapter learning objectives

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• What is the meaning and the importance of the self-reference-criterion (SRC) in international marketing?

  The primary obstacle to success in international marketing is a person´s self-refence criterion (SRC) in making decisions; that is, an unconscious reference to one's own cultural values, experiences and knowledge as a basis for decisions. The SRC impedes the ability to assess a foreign marketin in its true light.
  
  SRC: considering our own conditions, values and norms while evaluating others.

• The increasing importance of global awareness and marketing opportunities?

  To be globally aware is to have:
  1. Objectivity, important in assessing opportunities, evaluating potential and responding to problems.
  2. Tolerance towards cultural differences, understanding cultural differences, and accepting and working with others whose behaviour may be different from yours.
  3. Knowledge of: cultures, history, world market potential, global econmic and political trends.

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• 2.1 Chapter learning objectives

• How important is the culture to an international marketer and how one can handle cultural differences?

  Culture is everything that people have, think and do as members of their society.
  According to Hofestede, culture is always a collective phenomenon, because least partially shared with people who live or lived within the same environment, which is where it was learned. 
  It is the collective progamming of the mind.

• How can you identify the elements of culture and understand how these are related to international marketing?

  1. Material culture: technology, economics.
  2. Social institutions: social organisation, political structures.
  3. Education: literacy rate, role and levels.
  4. Belief systems: religion, superstitions, power structure.
  5. Aesthetics: graphic and arts, folklore, music, drama and dance.
  6. Language: usage of foreign languages, spoken versus written language.

• What are the effects of high-context, low-context cultures on people's behaviour and on business practices.

  In a low-context culture, one gets down to business quickly. In a high-context culture it takes considerably longer to conduct business because of the need to know more about a business person before a relationship develops.

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• What is the framework for international promotion?

  Study the target.
  Determine the extent of standardisation
  Determine the promotional mix
  Develop the message
  Select effective media
  Establish control mechanism

• Give some samples of sales promotion:

  In-store demonstrations
  Samples
  Coupons
  Gifts
  Product tie-ins
  Contests
  Sweepstakes
  Sponsorship of special events
  Point-of-purchase displays

• What is an especially effective promotional tool when the product concept is new or has a very small market share?

  Product sampling