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Study Guide for Marketing in a Global Environment

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In order to prepare for this course, you need to master the vocabulary of Marketing (in English). Join our English for MBA Management Basics – Next course starting on February 25, 2015. TO REGISTER, CLICK HERE.

Study Guide for Marketing in a Global Environment

CHAPTER 1

   INTERNATIONALISATION

1.1 INTERNATIONALISATION

1.2 IMPETUS

  •         1.2.1  FOREIGN CUSTOMERS
  •         1.2.2  IMPORTERS
  •         1.2.3 INTERMEDIARIES
  •         1.2.4  Other SOURCES

1.3  ATTITUDES

  •         1.3.1 OPERATING STYLE
  •         1.3.2 CULTURE

1.4  BEHAVIOR – THE INTERNATIONALISATION PROCESS

  •         1.4.1   A MODEL
  •         1.4.2  SUMMARY
  •         1.4.3 CHALLENGES TO THE MODEL

1.5 CONTEXT

1.6 THE INTERNATIONALISATION INFRASTRUCTURE

  •         1.6.1    THE EARLY STARTER
  •         1.6.2    THE LATE STARTER

1.7       REDUCING THE BARRIERS

1.8       GUIDING IDENTITY

1.9       CONCLUSION

 

CHAPTER 2

     DIFFICULTIES IN INTERNATIONAL BUSINESS 

2.1  PREAMBLE

  •         2.1.1  THE IMPORTANCE OF KNOWLEDGE
  •         2.1.2  THE PROBLEM
  •         2.1.3  OPERATING WITH LIMITED KNOWLEDGE
  •         2.1.4  ACQUIRING THE KNOWLEDGE

2.2  THE IMPORTANCE OF KNOWLEDGE

2.3 PROBLEMS IN INTERNATIONAL MARKET RESEARCH

  •        2.3.1 CAPITAL
  •        2.3.2 CURRENCY

2.4  CAPITAL – THE COST OF MARKET ENTRY

2.5  CAPITAL – THE COST OF MARKET DEVELOPMENT AND MAINTENANCE

  •          2.5.1 DIRECT INVESTMENT ABROAD
  •          2.5.2  TRANSLATION RISK
  •          2.5.3  ECONOMIC RISK
  •         2.5.4  GENERAL APPROACHES
  •         2.5.5  POLITICAL RISK – THE ACTIONS OF GOVERNMENTS
  •         2.5.6  EXTREME MEASURES BY HOST GOVERNMENTS
  •         2.5.7 INCENTIVES
  •         2.5.8  LIMITING EXPOSURE TO EXPROPRIATION
  •         2.5.9  INTER – MARKET RISK

2.6  SOURCES OF FUNDS FOR OVERSEAS SUBSIDIARIES

  •         2.6.1  THE SUBSIDIARY
  •         2.6.2  TRANSFER WITHIN GROUP
  •         2.6.3  OUTSIDE SOURCES

2.7  REDUCING THE COST OF CAPITAL

2.8  CURRENCY

  •         2.8.1  TRANSACTION RISK
  •         2.8.2  POLICY LEVEL
  •         2.8.3  INDIVIDUAL TRANSACTION

2.9  AS BUYER

2.10  ARBITRAGE

2.11  COVERING THE OPTIONS MARKET

2.12  CURRENCY BASKETS

  •          2.12.1  HOLD A BASKET OF CURRENCY
  •         2.13.2  PRICE USING A CURRENCY BASKET

CHAPTER 3

      CULTURE AND COMMUNICATION 

3.1  CULTURE AND COMMUNICATION

3.2  CULTURE

3.3  WHAT IS CULTURE

3.4  HOW DOES CULTURE AFFECT INTERNATIONAL BUSINESS

  •         3.4.1 THE INTERPRETATION OF NEEDS
  •         3.4.2 THE USES TO WHICH GIVEN PRODUCTS ARE PUT
  •         3.4.3  THE MATERIAL CULTURE OF THE SOCIETY
  •         3.4.4  ATTITUDES TO TIME
  •         3.4.5 ATTITUDES TO PERSONAL SPACE
  •         3.4.6  THE USE OF SYMBOLS
  •         3.4.7  THE INTERPRETATION OF SIGNS
  •          3.4.8  THE MEANINGS OF COLOURS
  •         3.4.9  ANA EXAMPLE – NEGOTIATING IN SAUDI ARABIA
  •         3.4.10  LEVELS OF CULTURE

3.5  EXPECTATIONS

3.6 COMMUNICATION

  •         3.6.1  REDUCING RISK
  •         3.6.2  A WIDER PERSPECTIVE

3.7  NEGOTIATING

  •          3.7.1  NEGOTIATING BEHAVIOURS

3.8  PROTECTIONISM

  •          3.8.1  DEFINITION OF TERMS

3.9  EFFECTS

3.10  MITIGATING PROTECTIONISM MEASURES

 

CHAPTER 4

           APPROACHING INTERNATIONAL MARKETING

4.1  APPROACHING INTERNATIONAL MARKETING

4.2  MARKET SCANNING AND EVALUATION

  •            4.2.1 WHICH NATIONAL MARKETS?

4.3  PRODUCT / MARKET SCREENING

  •            4.3.1 ELEMENTS OF ATTRACTIVENESS

4.4  MARKET ENTRY DECISIONS

  •            4.4.1 INFORMATION FOR MARKET ENTRY
  •            4.4.2 MARKET ENTRY MODE
  •            4.4.3 SELECTING THE INTERMEDIARY
  •            4.4.4 FLEXIBILITY IN ENTRY MODE
  •            4.4.5 BASIS OF ENTRY

4.5 MARKET DEVELOPMENT AND EXPANSION

4.6 COMPETITIVE STRATEGY

  •      4.6.1 TECHNICALLY STABLE MARKETS- THE LOW COST PRODUCER
  •      4.6.2 TECHNICALLY STABLE MARKETS- THE HIGH COST PRODUCER
  •      4.6.3 TECHNICALLY UNSTABLE MARKETS- THE INNOVATOR
  •      4.6.4 TECHNICALLY UNSTABLE MARKETS- THE LOW COST INNOVATOR
  •      4.6.5 TECHNICALLY UNSTABLE MARKETS – THE HIGH COST NON-INNOVATORS
  •      4.4.6 BATTLE PLANS

4.7  CREATING AND MANAGING THE MESS

4.8  PRODUCT DIVERSIFICATION-SCOPE

4.9 GEOGRAPHIC SCOPE

4.10 PUTTING IT ALL TOGETHER

  •         4.10.1 PROFIT GROWTH RATES
  •         4.10.2 PROFIT STABILITY

4.11 COUNTERTRADE

  •          4.11.1 DEFINITIONS
  •          4.11.2 FORMS OF COUNTERTRADE
  •          4.11.3 PROBLEMS WITH COUNTERTRADE

4.12 COPING WITH COMPLEXITY

4.13 REDUCING GEOGRAPHICAL SCOPE

4.14 REDUCING OPERATIONAL VARIETY

  •         4.14.1 COMPANY CHARACTERISTICS
  •         4.14.2 MARKET CHARACTERISTICS

4.15 GLOBAL MARKETING STRATEGY

4.16 DEVELOPING APROPRIATE ORGANISATIONAL FORMS

  •         4.16.1 HOME MARKET
  •         4.16.2 MULTI- DOMESTIC

4.17 SUMMARY

CHAPTER 5

INTERACTION AND NETWORKS-A CONTEXTUAL APPROACH TO INTERNATIONAL BUSINESS DEALINGS 

5.1 INTRODUCTION

5.2 MARKET POSITION

5.3 RELATIONSHIP QUALITY

5.4 RELATIONSHIPS IN INTERNATIONAL-MARKETING

5.5 INVESTING IN RELATIONSHIP

5.6 RECIPROCITY

5.7 LIFE CYCLES

  •                 5.7.1 PRE-RELATIONSHIP
  •                 5.7.2 EARLY RELATIONSHIP
  •                 5.7.3 DEVELOPMENT
  •                5.7.4 LONG TERM STAGE
  •                 5.7.5 THE FINAL STAGE

5.8 RELATIONSHIP STRENGTH

5.9 TIGHTLY AND LOOSELY  STRUCTURED NETWORKS

5.10 INDIRECT RELATIONS

5.11 NETWORK MAPPING

  •               5.11.1 DISTANCE
  •               5.11.2 QUALITY
  •               5.11.3 BREADTH
  •               5.11.4 THE BASIS OF CONNECTION

5.12 MULTIPLE RELATIONSHIPS

5.13 CONNECTION

  •              5.13.1 CONNECTED RELATIONSHIP BETWEEN SUPPLIERS
  •              5.13.2 CONNECTED RELATIONSHIP BETWEEN CUSTOMERS
  •              5.13.1 SUPPLIER- CUSTOMER-END USER CONNECTIONS

5.14 NETWORKING

  •               5.14.1 BYPASS
  •               5.14.2 COALESCE
  •               5.14.3 BRIDGE
  •               5.14.4 DISPLACE
  •               5.14.5 ELABORATE
  •               5.14.6 BLOCK

5.15  SUMMARY

CHAPTER 6

     APPLYING THE INTERACTION / NETWORK APPROACHES

6.1 STARTING OUT

6.2 A DIFFERENT START

6.3 STEP ONE-POSITIONAL AUDIT

6.4 STEP TWO- COMPETENCE ENHANCEMENT

6.5 STEP THREE-MARKET SCANNING AND EVALUATION

  •             6.5.1 NETWORK COMPOSITION AND SCOPE
  •             6.5.2 IMPLICATIONS
  •             6.5.3 MARKET RESEARCH

6.6 STEP FOUR-MARKET ENTRY

  •            6.6.1 DIRECT ENTRY
  •            6.6.2 UNCERTAINLY
  •            6.6.3 INFLUENCE TACTICS
  •            6.6.4 WHICH CUSTOMERS?
  •            6.6.5 PORTFOLIO THEORY
  •            6.6.6 SUMMARY HINTS ON DIRECT ENTRY
  •            6.6.7 THE ROLE OF SUBSIDIARIES

6.7 INDIRECT ENTRY

  •            6.7.1 IMPLICATIONS
  •            6.7.2 SUMMARY HINTS ON RELATIONSHIPS WITH INTERMEDIARIES

6.8 BLENDS

6.9 MARKET DEVELOPMENT AND MAINTENANCE

  •            6.9.1 BEING THE RIGHT PLACE AT THE RIGHT TIME

6.10 CONCLUSION

REFERENCES

  • 4.1 FACTORS ASSOCIATED WITH THE SELECTION OF INTEGRATED OR INDEPENDENT MARKETING/DISTRIBUTION CHANNELS
  • 4.2 FACTORS ASSOCIATED WITH THE CHOICE OF EXPANSION STRATEGY
  • 4.3 STRATEGIC OPTIONS OPEN TO LOW AND HIGH COST PRODUCERS IN MARKETS WITH DIFFERING RATES OF TECHNOLOGICAL CHANGE

Recommendations:

In order to prepare for this course, you need to master the vocabulary of Marketing (in English). Join our English for MBA Management Basics – Next course starting on February 25, 2015. TO REGISTER, CLICK HERE.

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