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Study Guide for Marketing in a Global Environment

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.

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.

Announcement: English class on Essentials of Marketing will start on February 25th, 2015

Hi All,

While hoping that you are still enjoying your Tet holidays, may I remind you that the new English class on Essentials of Marketing will start on February 25th, 2015. Skype meeting on Feb 28 at 20h00 Vietnam Time.

Link to announcement can be viewed hereunder:

Course Code: ENG for MARCOM.CAS.001

http://www.sbi-training.com/sbi/mod/forum/discuss.php?d=96

Assignment questions and References details, PDF can be found under the same link.

Looking forward to meet up again on Skype.

Prof. Anh Tho Andres

Dissertation Assignment #6

Marketing, What’s it all about? What does a Marketing Manager do? Why is Marketing Strategy Planning so important? What is the Marketing Mix? How to get the right customer? What is the use of Market Research?

Assignment question:  (3-5 pages – 1500 words).

Deadline for submission: View here.

1. Test your knowledge: Self-test quizzes on the topic of marketing.

2. Essentials of Marketing. Useful audio text on Introduction to Marketing: Essentials such as Marketing Mix: Product, Price, Promotion and Place. Segment Position. Marketing Research. Final Consumers and their Buying Behavior. Click here to listen to audio text.

3. Essentials of Marketing, a Marketing Strategy Planning Approach. Join the upcoming course on Essential of Marketing and get the Advanced Certificate in Marketing, to prepare for module 4:  Marketing in a Global Environment for of HEG EMBA Program, Click here for Student guide book. Useful links to study material.

A glass of milk—a wonderful story

A glass of milk—a wonderful story

(Source from a Friend of a Friend)

One day, a poor boy who was selling goods from door to door to pay his way through school, found he had only one thin dime left, and he was hungry. He decided he would ask for a meal at the next house. However, he lost his nerve when a lovely young woman opened the door. Instead of a meal he asked for a drink of water. She thought he looked hungry so brought him a large glass of milk. He drank it so slowly, and then asked, “How much do I owe you?” “You don’t owe me anything,” she replied. “Mother has taught us never to accept pay for a kindness.” He said, “Then I thank you from my heart.”
As Howard Kelly left that house, he not only felt stronger physically, but his faith in God and man was strong also. He had been ready to give up and quit. Many year’s later that same young woman became critically ill. The local doctors were baffled. They finally sent her to the big city, where they called in specialists to study her rare disease. Dr. Howard Kelly was called in for the consultation. When he heard the name of the town she came from, a strange light filled his eyes.Immediately he rose and went down the hall of the hospital to her room.
Dressed in his doctor’s gown he went in to see her. He recognized her at once. He went back to the consultation room determined to do his best to save her life. From that day he gave special attention to her case. After a long struggle, the battle was won. Dr. Kelly requested the business office to pass the final bill to him for approval. He looked at it, then wrote something on the edge, and the bill was sent to her room. She feared to open it, for she was sure it would take the rest of her life to pay for it all. Finally she looked, and something caught her attention on the side of the bill. She read these words … “Paid in full with one glass of milk.” (Signed) Dr. Howard Kelly. Tears of joy flooded her eyes as her happy heart prayed: “Thank You, God, that your love has spread broad through human hearts and hands.”
There’s a saying which goes something like this: Bread cast on the water comes back to you. The good deed you do today may benefit you or someone you love at the least expected time. If you never see the deed again at least you will have made the world a better place—And, after all, isn’t that what life is all about?
Now you have two choices.
1. You can send this page on and spread a positive message.
2. Or ignore it and pretend it never touched your heart.
Both Lord Krishna and the Buddha said: “the greatest effort is not concerned with results.We just do our best and release from success or failure.” The hardest thing to learn in life is which bridge to cross and which to burn. You may wish to watch a YouTube Video of another who casts bread on the water by seeing this: (https://www.youtube.com/watch?v=6UCuWxWiMaQ&spfreload=10)
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A good friend, like an old quilt, is both a treasure and a comfort
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Learning with You Tube: The Neuroscience of Memory

Hi All,

The last few months, I am struggling with my short term memory. A short research and self-analysis  led me to share with you the on findings on this topic. My objective is to use these interesting discoveries for your learning curve both for English, and general knowledge. Till next time. Anita H.

(Source: https://www.youtube.com/watch?v=gdzmNwTLakg)

Creativity upload 1.12.14

Memories are Made of This

Eric R. Kandel, Howard Hughes Medical Institute Investigator, examines whether the brain’s two major memory systems, implicit and explicit, have any common features. Implicit and explicit memory both have a short-term component lasting minutes, such as remembering the telephone number you just looked up, and a long-term component that lasts days, weeks, or a lifetime, such as remembering your mother’s birthday. Short-term memory is mediated by modifications of existing proteins, leading to temporary changes in the strength of communication between nerve cells. In contrast, long-term memory involves alterations of gene expression, synthesis of new proteins and growth of new synaptic connections.

History of Neuroscience

Learning and Memory: how it works and when it fails

The Neuroscience of Memory – Eleanor Maguire

Published on Mar 13, 2014
There are two demos in this talk that you can try at home exploring how we perceive and recollect visual scenes:

1. Image distance demo:
You are given a 3 second countdown before seeing a quick sequence of two pictures of the same object, divided briefly by a visual mask. The challenge is to identify whether the second picture is the same view as the first, or whether it’s moved closer or further away. Try it yourself http://www.youtube.com/watch?v=gdzmNw…

2. Drawing from memory demo:
You have 15 seconds to look at a picture, which you’ll then be asked to draw, as accurately as possible, from memory. Try it now http://www.youtube.com/watch?v=gdzmNw…

Our memories are our lives, and a fundamental basis of our culture. Collective memoirs of the past both bind society together and shape our potential future. With our brains we can travel through time and space, calling to mind places of significance, evoking images and emotions of past experiences. It’s no wonder, then, that we so desperately fear the prospect of memory loss.

Many regions of the brain are involved in memory, but one of the most critical components is the hippocampus, which plays a crucial role in the formation of long-term memories. Damage to the hippocampus can therefore result in significant memory loss.

In this Friday Evening Discourse, Eleanor Maguire draws on evidence from virtual reality, brain imaging and studies of amnesia to show that the consequences of hippocampal damage are even more far-reaching than suspected, robbing us of our past, our imagination and altering our perception of the world.

Maguire also explains how, despite our beliefs, our memories are not actually as accurate as you might think. In fact, they’re not really even about the past.

This event is part of our all-women line up for Friday Evening Discourses in 2014 as part of our year long celebration of women in science. Find out more here http://www.rigb.org/about/news/spring…

Watch more science videos on the Ri Channel http://richannel.org

The Ri is on Twitter: http://twitter.com/ri_science
and Facebook: http://www.facebook.com/royalinstitution
Subscribe for the latest science videos: http://richannel.org/newsletter

Thumbnail image credit: Gontzal García del Caño on Flickr
(http://www.flickr.com/photos/euskalan…)