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UNIVERSITATEA BABE-BOLYAI CLUJ-NAPOCAFACULTATEA DE TIINE ECONOMICE I GESTIUNEA AFACERILORDEPARTAMENTUL DE MARKETING

DISCIPLINA: Inten!t"#n!$ M!%et"n& ' M!(te!t ACIA (" IBM

PROGRAMA ANALITIC)!n*$ *n"+e("t! ,.,-,./

Chpt. 1 Introduction to exporting1.1. Globalization and the case for international marketing1.2. Exporting and domestic selling: similarities and differencies1.3. Exporting: a rational choice

1.2.1 isks of exporting1.2.2. !enefits of exporting1.2.3. "ctual reasons for exporting

Chpt. 2 #rafting an Export $arketing %lan

2.1. %rere&uisites2.2. 'elf(assessment of export readiness and potential2.3. "ssessment of one)s *alue deli*er+ net,ork export readiness and potential2.-. he Export $arketing %lan outline

Chpt. 3 /oreign market selection3.1. eacti*e *s. %roacti*e $arket 'election3.2. Expansi*e *s. contractible methods3.3. he t,o(step process of selection: the screening stage and the in(depth research

Chpt. - he macro(en*ironment-.1. he political and legal en*ironment

-.2. he economic en*ironment-.3. he socio(cultural en*ironment-.-. he technological en*ironment

Chpt. 0 he micro(en*ironment and the s+nthesis0.1. %orter)s fi*e forces model0.2. "ustin)s model0.3. he ' anal+sis

Chpt. . he marketing strateg+.1. 'etting ob4ecti*es.2. he product strateg+

.2.1. %roduct definition5 product choice for exporting.2.2. 'tandardization *s. adaptation *s. customization.2.3. !randing choices.2.-. 6ualit+ assurance and exporting

.3. he distribution strateg+.3.1. 'uppl+ alternati*es: produce in the foreign market *s. export goods from the home market.3.2. #istribution channels

.-. he price strateg+.-.1. 'pecific concepts in international marketing:

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