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DON’T TRUST YOUR MEMORY; WRITE IT DOWN. Somi DON’T TRUST YOUR MEMORY; WRITE IT DOWN. Somi

BUDAPESTI GAZDASÁGI FŐISKOLA INTERNATIONAL MARKETING LECTURE- 2 In English 24 th February 2012 – BUDAPESTI GAZDASÁGI FŐISKOLA INTERNATIONAL MARKETING LECTURE- 2 In English 24 th February 2012 – FRIDAY 0940 hr – 1110 hr (E. F. 13 -15) Miklós (Nicholas) SOÓS 0630 265 9638 [email protected] com somi

LECTURE DATES - TIMES - LOCATION RE: Miklós (Nicholas) SOÓS 1. FEB. 17. 0940 LECTURE DATES - TIMES - LOCATION RE: Miklós (Nicholas) SOÓS 1. FEB. 17. 0940 -1110 [E. F. 13 -15] 2. FEB. 24. 0940 -1110 [E. F. 13 -15] 3. MARCH 2. 0940 -1110 [E. F. 13 -15] 4. MARCH 9. 0940 -1110 [E. F. 13 -15] 5. MARCH 16. VACATION 6. MARCH 23. VACATION 7. MARCH 30. 0940 -1110 [E. F. 13 -15] – re. feb. 10 8. APR. 6. 0940 -1110 [E. F. 13 -15] 9. APR. 13. 0940 -1110 [E. F. 13 -15] 10. APR. 20. 0940 -1110 [E. F. 13 -15] 11. APR. 27. 0940 -1110 [E. F. 13 -15] 12. MAY 4. 0940 -1110 [E. F. 13 -15] 13. MAY 11. 0940 -1110 [E. F. 13 -15] somi

SOURCES, REFERENCES – SUGGESTED READINGS The course is NOT based on any specific textbook. SOURCES, REFERENCES – SUGGESTED READINGS The course is NOT based on any specific textbook. The following are recommended. International Marketing, Cateora, P. & Graham, J. (2005) 12 th edition, Mc. Graw-Hill Global Marketing, Hollensen, S. (2004) 3 rd edition, Prentice Hall International Marketing Strategy, Doole, I. & Lowe, R (2004) 4 th edition Thomson International Marketing and Export Management, Albaum G, Prentice Hall London Principles of Marketing, Kotler P et. Al, 2 nd European edition, Prentice Hall E. 2003 Principles of Marketing, Jobber D, Mc. Graw-Hill Principles of Marketing, Brassington F, Financial Times Prentice Hall, 2000 Marketing on the Internet: Principles of online marketing, Strauss J & Raymond F, Prentice Hall, 1999 Internet sites: www. pmcinc. org www. tradeport. org www. fas. usda. gov somi

ASSESSMENT METHOD End of year written examination 60% Two (2) ‘mini’ exams of 20 ASSESSMENT METHOD End of year written examination 60% Two (2) ‘mini’ exams of 20 min. duration during unannounced lectures 40%

public relations advertising promotion. packaging price sales information system MARKETING transaction PRACTICE distribution sponsorship public relations advertising promotion. packaging price sales information system MARKETING transaction PRACTICE distribution sponsorship demand assessment 23/38 product relationship nurturing somi

TYPES OF MARKETING examples You see a gorgeous girl at a party. You approach TYPES OF MARKETING examples You see a gorgeous girl at a party. You approach her and say, “I kiss fantastically. “ That's Direct Marketing. You're at a party with friends and see a gorgeous girl. Your good friend working for an advertising agency goes to her, points at you and says "He kisses fantastically. " That's Advertising. You see a gorgeous girl at a party. You approach her and get her telephone number. The next day you call and say, "Hi, I'm a fantastic kisser" That's Telemarketing. You're at a party and see a gorgeous girl. You get up and straighten your tie, you walk up to her and pour her a drink. You open the door for her, pick up her bag after she drops it, offer her a ride, and then say, "By the way, I kiss fantastically. " That's Public Relations. You're at a party and see a gorgeous girl. She walks up to you and says, "I hear you kiss fantastically. " That's Brand Recognition. somi

SO … MARKETING IS A MANAGEMENT PROCESS RESPONSIBLE FOR IDENTIFYING, ANTICIPATING AND SATISFYING CONSUMER SO … MARKETING IS A MANAGEMENT PROCESS RESPONSIBLE FOR IDENTIFYING, ANTICIPATING AND SATISFYING CONSUMER NEEDS-WANTS-REQUIREMENTS … involves meeting focusing on organisation objectives needs and wants identifying orienting co. best methods of satisfying needs and wants towards ability to provide needs and wants manipulate the controllable functions within the largely uncontrollable marketing environment of SLEPT factors … social, legal, economic, political and technical MULTIPLICITY OF MARKETS INCREASES COMPLEXITY OF MANAGEMENT somi

MANAGING AT DIFFERENT LEVELS OF MARKETING DOMESTIC manipulating controllable variables (4 P) within uncontrollable MANAGING AT DIFFERENT LEVELS OF MARKETING DOMESTIC manipulating controllable variables (4 P) within uncontrollable environment within specific boundaries INTERNATIONAL operating across borders where the controllables and uncontrollables vary from nation to nation GLOBAL even more complex – aim is to achieve synergy in overall operation; take advantage of exch. rates, labour rates, skills Level of international marketing depends on degree of involvement Export International Global marketing goods and/or services across national, political boundaries activities, interests, operations in +1 countries; some control over marketing activities focus on global opportunities; objective is to achieve global competitive advantage The world is market segmented by SOCIAL, LEGAL, ECONOMIC, POLITICAL and TECHNOLOGICAL groupings. (SLEPT) somi

LETS LOOK AT THEORETICAL STRUCTURE OF INTERNATIONAL TRADE Trade between nations occurs due to LETS LOOK AT THEORETICAL STRUCTURE OF INTERNATIONAL TRADE Trade between nations occurs due to ECONOMIC, POLITICAL, CULTURAL reasons Nations buy from each other when Primarily interested in ECONOMIC reasons which usually connected to PRICE DIFFERENCES COST IS CHEAPER than it would be to produce locally somi

Adam Smith - the law of absolute advantage and the conceptual basis for specialisation. Adam Smith - the law of absolute advantage and the conceptual basis for specialisation. The principle of ABSOLUTE ADVANTAGE refers to the ability of an individual, or firm, or country to produce more of a good or service than competitors, using the same amount of resources 1723 -1790 David Ricado - the law of comparative advantage and the conceptual basis for factor costs. The law of COMPARATIVE ADVANTAGE refers to the ability of a person or a country to produce a particular good or service at a lower marginal and opportunity cost 1772 -1823 A producer has an ABSOLUTE ADVANTAGE if production of the good absorbs fewer resources (or less time, in the case of an individual) than are required in other countries or by other individuals or firms. A producer has a COMPARATIVE ADVANTAGE in producing or selling a good if they experience the lowest opportunity cost in producing the good. somi

John Nash - concept of equilibrium points in multiple player games, creating a scientific John Nash - concept of equilibrium points in multiple player games, creating a scientific basis for WTO, EU, etc. Assists in predicting what will happen if several people or institutions are making decisions at the same time, and if the outcome depends on the decisions of the others. Simply put, we must ask what each player would do, taking into account the decision-making of the others. 1928 - Michael Porter - model provides a simple perspective for assessing and analysing the competitive strength and position of a corporation or business organization. The FIVE FORCES ANALYSIS that affect a company’s ability to serve its customers and make a profit. 1947 somi

THE INTERNATIONAL MARKETING CONCEPT The organisation crosses its home boundaries and focuses its activities THE INTERNATIONAL MARKETING CONCEPT The organisation crosses its home boundaries and focuses its activities and resources on foreign market opportunities and threats Stages: » Domestic Marketing » Export Marketing » International Marketing » Multinational » Global Marketing somi

Internationalization takes place between: individual nations, individual companies operating in different countries, individual citizens Internationalization takes place between: individual nations, individual companies operating in different countries, individual citizens of different countries. Globalization, however, ignores national boundaries. somi

Globalization ignores national boundaries. The process of globalization transforms individual national economies into one Globalization ignores national boundaries. The process of globalization transforms individual national economies into one global, interdependent economy. Activities which were previously carried out within a national or a regulated international framework will from now on be carried out globally, according to the needs of the global market place. 21/28 somi

Globalization ignores national boundaries. It is a complex process taking place between societies, companies, Globalization ignores national boundaries. It is a complex process taking place between societies, companies, and also increasingly between individual people and it covers the whole world. It mostly occurs as a result of new technology, and is linked by that technology. 22/28 somi

SUBSETS OF INTERNATIONAL BUSINESS International business International finance International trade International marketing 23/28 Source: SUBSETS OF INTERNATIONAL BUSINESS International business International finance International trade International marketing 23/28 Source: Omar (2009) International management Global marketing somi

BE BETTER PREPARED THAN YOU THINK YOU WILL NEED TO BE. somi BE BETTER PREPARED THAN YOU THINK YOU WILL NEED TO BE. somi