Summary: Engels Mondeling

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• 1 Engels Mondeling

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• What is meant by international marketing?

  International marketing is the performance of business activities that direct the flow of a company’s goods and services to consumers or users in more than one nation for a profit.

• What is the international marketing task?

  The international marketing task is more complicated than of the domestic market because the international marketer must deal with at least two levels of uncontrollable uncertainty instead of one. Uncertainty is created by the uncontrollable elements of all business environments, but each foreign country in which a company operates adds its own unique set of uncontrollable.

• What are the three different marketing orientations?

  Although not articulated as such in current literature, it appears that the difference in the international orientation and approach to international markets that guide the international business activities of companies can be described by one of three orientations to international marketing management:
  1. domestic market extension orientation
  2. multi-domestic market orientation
  3. global marketing orientation
  (afbeeldingen van bedrijven die dienen als voorbeeld bij de behoorende orientation)

• What is the domestic market extension orientation?

  Domestic business is its priority and foreign sales are seen as a profitable extension of domestic operations.

• What is the multi-domestic market orientation?

  A company guided by this concept has a strong sense that country markets are vastly different (and they may be, depending on the product) and that market success requires an almost independent programme for each country. Firms with this orientation market on a country-by-country basis, with separate marketing strategies for each country.

• What is the global marketing orientation?

  A company guided by this orientation is generally referred to as a global company – its marketing activity is global and its market coverage is the world.

• What is meant by global awareness?

  The successful business person in the twenty-first century will be globally aware and have a frame of reference that goes beyond a region, or a county, and encompasses the world.

• What can you tell about the twentieth century?

  The first half of the century was marred by a major worldwide economic depression that occurred between the two world wars and that all but destroyed most of the industrialised world. The last half of the century, while free of a world war, was marred by struggles between countries espousing the Marxist-socialist approach and those following a capitalist approach to economic development. As a result of this ideological split, traditional trade patterns were disrupted.

• Hofstede derived four main conceptual dimensions on which national cultures exhibit significant differences. The dimensions are named:

  1.Individualism/collectivism
  2.Power distance
  3.Masculinity/femininity
  4.Uncertainty avoidance

• What is meant by the four different dimensions of Hofstede?

  In collective countries there is a close-knit social structure , while in individualistic countries people are basically supposed to care for themselves.
  Power distance refers to the extent to which a society and its individuals tolerate an unequal distribution of power.
  A society is masculine when it favours assertiveness, earning money, showing off possessions and caring little for others, while feminine societies are the opposite.
  Uncertainty avoidance refers tot the degree to which a society feels threatened by uncertain, ambiguous or undefined situations. In a high uncertainty avoidance society people look for stable careers and follow rules and procedures.