International Marketing 2
2. The international Marketing environment
2. The international Marketing environment
Kartei Details
| Karten | 16 |
|---|---|
| Sprache | English |
| Kategorie | Marketing |
| Stufe | Universität |
| Erstellt / Aktualisiert | 22.11.2014 / 19.01.2019 |
| Lizenzierung | Keine Angabe |
| Weblink |
https://card2brain.ch/box/international_marketing_2
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| Einbinden |
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Stages in the international marketing process
1. Analysis
2. Planning
3. Implementation
4. Control
Analysis of the Environment
Global Environment
- Economic & Financial Environment
- Socio Cultural environment (Buying Behavior)
- Political & Legal environment
Industry Environment
- Distributors
- Customers
- Suppliers
- Competitors
Socio Cultural environment (Buying Behavior)
Elements of culture
- Social interaction (among people, reference groups)
- Language (silent & spoken)
- Aesthetics (beauty and good taste)
- Value system (norms and standards)
- Education
- Material Life
Socio Cultural environment (Buying Behavior)
Attitudes
A person's consistently evaluations, feelings and tendencies towards an object or idea.
Socio Cultural environment (Buying Behavior)
Belief
A pattern of knowledge that an individual holds to be true about the world.
Socio Cultural environment (Buying Behavior)
Value
Enduring belief that a specific mode of conduct is preferable to another mode of conduct
Hofstede´s cultural classification scheme
- Power Distance The degree to which the less powerful members of a society accept and expect that power is distributed unequally.Socio Cultural environment (Buying Behavior)
- Individualism versus collectivism
Individualism: individuals are expected to take care of themselves and their immediate families only.
Collectivism: individuals can expect members of a particular in-group to look after them in exchange for loyalty.
- Masculinity versus femininity
Masculinity: a preference for achievement, heroism, assertiveness and material reward for success.
Femininity: a preference for cooperation, modesty, caring for the weak and quality of life.
- Uncertainty avoidance
The degree to which the members of a society feel uncomfortable with uncertainty and ambiguity.
- Long-term versus short-term orientation
Long-term orientation: can be interpreted as society’s search for virtue.
Short-term orientation: generally have a strong concern with establishing the absolute Truth.
- Indulgence versus restraint
Indulgence: enjoying life and having fun.
Restraint: strict social norms
Economic & Financial Environment
2 Market characteristics
Economic freedom: Trade policy, taxation policy, wage and price controls, property rights (Ranges from “free” to “repressed”)
Stages of market development: Based upon Gross National Product (GNP) Ranges from high-income to low-income countries
