Summary Cross Cultural Marketing IBA Year 1

Summary Lecture 1
Marketing is the action of adding value to the 4 P’s:

I. Price
II. Product
III. Place
IV. Promotions

Environmental factors:

- Political
- Regulatory
- Economic
- Societal
- Technological
- Competition
- Organization
- Market

Three basic marketing premisses:

I. Consumer orientation
II. Organisational integration
III. Mutually bene cial exchange

Paradoxes due to globalisation, rich vs poor etc. Due to globalisation the local identity becomes
of higher importance. This means that having faith in or respect for local traditions and customs.

Pestle analysis:




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, Porter’s 5 Forces Model




Porter’s Value adding chain