CE8: Internationale Marketingstrategie
Table of contents
Chapter 1. introduction................................................................................................... 1
Chapter 2. the world trading environment......................................................................2
Chapter 3. social and cultural considerations..................................................................3
Chapter 4. international marketing research and opportunity........................................6
Chapter 5. niche marketing strategies for SME...............................................................7
Chapter 6. global stratgies.............................................................................................. 9
Chapter 7. market entry strategies...............................................................................10
Chapter 8. international product and service management..........................................11
Chapter 9. international communications.....................................................................14
Chapter 10. the management of international distribution and logistics.......................15
Chapter 11. pricing for international markets...............................................................17
Chapter 12. strategic planning in technology-driven international markets..................19
Chapter 1. introduction
Export marketing -> door het hele land zonder boundaries, zonder
aanpassingen van goederen of dienst. (Auping)
International marketing -> in meer dan 1 land. Control of marketing activities
from outside the country where the product will be sold. (KLM, Coolblue)
Global marketing -> focuses on selection and exploitation (apple, booking.com)
Factors influencing international marketing
DESTEP = PESTEL
Political: taxes, law
Economics: income, inflation, does the country has money?
Social/cultural: language, religion, values
Technologic: communication, wifi
Legal: 3 dimensions
- Local domestic laws -> all different in every country
- International law -> WTO, IMF, United Nations for Human rights that belongs
to all people worldwide.
- Domestic law in the home country -> export controls which limits the free
export of certain goods.
Environment -> holistic way of living
When going international firms must:
1. Have a clear international competitive focus
2. Develop effective relationship strategies
3. Be committed to providing quality products/services
4. Have a well-managed organization with culture for learning
1
International marketing strategy
Table of contents
Chapter 1. introduction................................................................................................... 1
Chapter 2. the world trading environment......................................................................2
Chapter 3. social and cultural considerations..................................................................3
Chapter 4. international marketing research and opportunity........................................6
Chapter 5. niche marketing strategies for SME...............................................................7
Chapter 6. global stratgies.............................................................................................. 9
Chapter 7. market entry strategies...............................................................................10
Chapter 8. international product and service management..........................................11
Chapter 9. international communications.....................................................................14
Chapter 10. the management of international distribution and logistics.......................15
Chapter 11. pricing for international markets...............................................................17
Chapter 12. strategic planning in technology-driven international markets..................19
Chapter 1. introduction
Export marketing -> door het hele land zonder boundaries, zonder
aanpassingen van goederen of dienst. (Auping)
International marketing -> in meer dan 1 land. Control of marketing activities
from outside the country where the product will be sold. (KLM, Coolblue)
Global marketing -> focuses on selection and exploitation (apple, booking.com)
Factors influencing international marketing
DESTEP = PESTEL
Political: taxes, law
Economics: income, inflation, does the country has money?
Social/cultural: language, religion, values
Technologic: communication, wifi
Legal: 3 dimensions
- Local domestic laws -> all different in every country
- International law -> WTO, IMF, United Nations for Human rights that belongs
to all people worldwide.
- Domestic law in the home country -> export controls which limits the free
export of certain goods.
Environment -> holistic way of living
When going international firms must:
1. Have a clear international competitive focus
2. Develop effective relationship strategies
3. Be committed to providing quality products/services
4. Have a well-managed organization with culture for learning
1
International marketing strategy
