there is no security on this earth, there is only opportunity general douglas macarthur
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THERE IS NO SECURITY ON THIS EARTH, THERE IS ONLY OPPORTUNITY General Douglas Macarthur. Somi. BUDAPESTI GAZDASÁGI FŐISKOLA INTERNATIONAL MARKETING LECTURE- 3 In English 2nd March 2012 – FRIDAY 0940hr –1110hr (E.F. 13-15) Miklós (Nicholas) SOÓS 0630 265 9638 [email protected]. - PowerPoint PPT PresentationTRANSCRIPT
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THERE IS NO SECURITY ON THIS EARTH,
THERE IS ONLY OPPORTUNITY
General Douglas Macarthur
Somi
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BUDAPESTI GAZDASÁGI FŐISKOLA
INTERNATIONAL MARKETING
LECTURE- 3In English
2nd March 2012 – FRIDAY
0940hr –1110hr (E.F. 13-15)
Miklós (Nicholas) SOÓS0630 265 9638
somi
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LECTURE DATES - TIMES - LOCATION RE: Miklós (Nicholas) SOÓS
1. FEB. 17. 0940-1110 [E.F.13-15]
2. FEB. 24. 0940-1110 [E.F.13-15]
3. MARCH 2. 0940-1110 [E.F.13-15]
4. MARCH 9. 0940-1110 [E.F.13-15]
5. MARCH 16. VACATION
6. MARCH 23. VACATION
7. MARCH 30. 0940-1110 [E.F.13-15] – re. feb.10
8. APR. 6. 0940-1110 [E.F.13-15]
9. APR. 13. 0940-1110 [E.F.13-15]
10.APR. 20. 0940-1110 [E.F.13-15]
11.APR. 27. 0940-1110 [E.F.13-15]
12.MAY 4. 0940-1110 [E.F.13-15]
13.MAY 11. 0940-1110 [E.F.13-15]
somi
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Lectures No. %
Lect. 1 16 24
Lect. 2 22 33
Lect. 3
Lect. 4
Lect. 5
Lect. 6
Lect. 7
Lect. 8
Lect. 9
Lect. 10
CLASS ATTENDANCE
somi
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Please ensure that you personally sign the
attendance sheet every time you attend a
lecture.
somi
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The visual contents of lectures will be available internally on
the following site:
K:\Hallgatok\ANGOL\Soós tanár úr
somi
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SOURCES, REFERENCES – SUGGESTED READINGS
The course is NOT based on any specific textbook. The following are recommended.
International Marketing, Cateora, P. & Graham, J. (2005) 12th edition, McGraw-HillGlobal Marketing, Hollensen, S. (2004) 3rd edition, Prentice Hall
International Marketing Strategy, Doole, I. & Lowe, R (2004) 4th edition Thomson
International Marketing and Export Management, Albaum G, Prentice Hall London
Principles of Marketing, Kotler P et. Al, 2nd European edition, Prentice Hall E. 2003
Principles of Marketing, Jobber D, McGraw-Hill
Principles of Marketing, Brassington F, Financial Times Prentice Hall, 2000
Marketing on the Internet: Principles of online marketing, Strauss J & Raymond F, Prentice Hall,1999
Internet sites:
www.pmcinc.org/
www.tradeport.org
www.FAS.USDA.gov
somi
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ASSESSMENT METHOD
End of year written examination 60%
Two (2) ‘mini’ exams of 20 min. duration
during unannounced lectures 40%
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Where we finished last week.
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SUBSETS OF INTERNATIONAL BUSINESS
International business
Global marketing
Internationalmarketing
Internationalmanagement
International finance
International trade
Source: Omar (2009) somi
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11
WHAT IS INTERNATIONAL MARKETING?THE PROCESS BY WHICH INDIVIDUALS AND COMPANIES
IDENTIFY
PROVIDE COMMUNICATE DELIVER
needs and wants
of customers in different
international markets
products, services and
ideas competitively
to satisfy needs and wants of different customer groups
information about the products
and services
products and services
internationally using one or a combination
of foreign entry modes
somi
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WHY INTERNATIONAL MARKETS?
Saturation in domestic
marketsMarketing is growing in
certain internationa
l markets
Decline in
domestic
markets
Demand for product
/
service in
certain
markets
Extend products lifecycle
somi
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KEY DIFFERENCES BETWEEN DOMESTIC AND INTERNATIONAL MARKETING
• International Marketing is more complex – higher risk
• Usually involves a greater number of stakeholders
• International - Greater competition
• International Marketing involves the STANDARDISATION V ADAPTATION dilemma
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INTERNATIONAL MARKETING SUCCESS FACTORS
Conduct appropriate
market research
prior to entry
Understand the micro and macro
environment (particularly
cultural factors)
Employ
suitably
qualified
personnel
Display long-term commitment to the market
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PROCESS MODEL OF INTERNATIONAL MARKETING
International marketing strategy scopeand framework
Company resources and capabilities
EnvironmentAnalysing international competitors
Vision and strategyfor international markets
International marketing strategy
International market entry strategies
Strategic alignment and performancesomi
Vision and strategyfor international markets
Vision and strategyfor international markets
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INTERNATIONALIZATION PROCESS THEORY
A number of various theories / MODELS exist that set out to explain the process of internationalisation
BORN GLOBAL UPPSALADUNNING’S ECLECTIC
Aim at international markets from the beginning of existence. Usually small cutting-edge technological
companies
Swed.Uni. of Upp. (Johanson & Wiedersheim)
the internationalisation
of firms is a gradual process
involving various stages
combines the effects of ownership factors (i.e.,
rent-producing firm skills), location factors
(i.e., environmental differences), and
internalization factors (i.e., transaction-related concerns), to explain the
structural choice of export, license, or
investment to enter a foreign host market. somi
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UPPSALA Internationalization model
Companies begin their operation abroad in nearby markets and only gradually penetrate more far-flung markets.
Also, companies entered new markets through exports.
Wholly owned or majority-owned operations were established only after several years of export to the same market.
FOUR SUCCESSIVE STAGES OF ENTERING FOREIGN MARKETS
Stage 1. Stage 2. Stage 3. Stage 4.
Sporadic exports…. No regular export
activities
Export via independent
representatives (export modes)
Establish foreign sales
subsidiary
Foreign production /
manufacturing units
INTERNATIONALIZATION PROCESS THEORY
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DUNNING’S ECLECTIC Internationalization model
This eclectic Ownership-Location-Internalization (OLI) emphasizes the importance of location variables in foreign investment decisions. According to Dunning the existence of the following conditions increase the chance of international production:
OWNERSHIP ADVANTAGES
LOCATIONAL ADVANTAGES
INTERNALIZATIONAL ADVANTAGES
Firms which own foreign production facilities has bigger
ownership advantages
compared to firms of other
nationalities. ‘Advantages’ may
consist of intangibles.
It must be profitable for firms to
continue these assets with factor
endowments (labour, energy,
materials, transport, communication channels) in the foreign markets
It must be more profitable for the firms to use its advantages
rather than selling them, or the right to
use them, to a foreign firm.
INTERNATIONALIZATION PROCESS THEORY
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INTERNATIONAL MARKETING CONCEPT?
So what are the differences between domestic and
international marketing?
The concepts, the methods are the same
the culture the enviroment are the differences.
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“Ways of living, built up by a group of human beings”
A set of standards and beliefs shared by a group of people, which helps an individual decide what is ‘right’, what can be ok, how to feel, what to do and how to go about it…..
“The way we do things around here”
The sum of conscious and unconscious values, ideas, attitudes and symbols that shape human behaviour and that are
transmitted from one generation to the next….
“The collective programming of the mind that distinguishes the members of one category of people from those of another”
INTERNATIONAL MARKETINGWhy are we concerned with culture?
The marketing significance of culture is that it affects buyer behaviour
So…. What is culture ????
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DIFFICULTIES ARE STEPPING
STONES TO
SUCCESS.
DIFFICULTIES ARE STEPPING
STONES TO
SUCCESS.Somi