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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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