1321551540_667__Week%252B11%252BSlides

1321551540_667__Week%252B11%252BSlides - Week 11:...

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Week 11: International marketing 12/05/11 1 330G
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12/05/11 330G 2 Opening case group discussion: Tommy
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12/05/11 330G 3 Opening case discussion: Tommy P Promotion and branding
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12/05/11 330G 4 Opening case discussion: Tommy P Promotion and branding Product and price
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12/05/11 330G 5 Opening case discussion: Tommy P Promotion and branding Product and price Distribution (place)
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International marketing orientations: -- product orientation -- sales -- customer -- strategic marketing -- social marketing 12/05/11 330G 6
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International marketing orientations -- product orientation > commodity sales : no differentiation, e.g., industrial products > passive exports : inventory liquidation > foreign niches : small foreign sales don’t justify costs for alteration, e.g., Corona from Mexico, products for immigrant communities 12/05/11 330G 7
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International marketing orientations -- sales orientation > trying to sell what it can sell domestically in the international market. A global approach, more active comparing to product orientation. 12/05/11 330G 8
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International marketing orientations -- customer orientation > trying to sell whatever it can sell in the international market, taking geographic areas as given. 12/05/11 330G 9
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International marketing orientations -- strategic marketing orientation > combines product, sales, and customer orientations, making marketing variations based on local needs. 12/05/11 330G 10
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International marketing orientations -- social marketing orientation > considering the effects on all stakeholders when making or selling products. 12/05/11 330G 11
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Market segmentation: bases of segmentation -- age -- gender -- ethnicity -- religion -- income -- attitudes, values, and lifestyles -- or a combination of some or all of those bases 12/05/11 330G 12
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Approaches to segmentation: -- by country -- by global segment -- by multiple criteria: cross bases and countries to find a market niche 12/05/11 330G 13
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Mass market vs. niche market: 12/05/11 330G 14
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International product policies: product alteration -- legal considerations: safety, testing, packaging, warning labels, environmental protection issues -- indirect legal considerations: e.g., gas efficiency or engine power for automobiles -- cultural considerations: -- economic considerations: income, infrastructure, inequality (e.g., affect labor saving products) 12/05/11 330G 15
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This note was uploaded on 12/05/2011 for the course MGMT 330G taught by Professor Francissun during the Fall '11 term at Utah Valley University.

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1321551540_667__Week%252B11%252BSlides - Week 11:...

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