never swap your integrity for money, power, or fame. somi
TRANSCRIPT
NEVER SWAP YOUR INTEGRITY
FOR MONEY, POWER, OR FAME.
Somi
BUDAPESTI GAZDASÁGI FŐISKOLA
INTERNATIONAL MARKETING
LECTURE- 4In English
9th March 2012 – FRIDAY
0940hr –1110hr (E.F. 13-15)
Miklós (Nicholas) SOÓS0630 265 9638
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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]
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SOURCES, REFERENCES – SUGGESTED READINGS
The course is NOT based on any specific textbook. The following are recommended.
International Marketing, Cateora, P. & Graham, J. (2005) 12th edition, McGraw-HillGlobal Marketing, Hollensen, S. (2004) 3rd edition, Prentice Hall
International Marketing Strategy, Doole, I. & Lowe, R (2004) 4th edition Thomson
International Marketing and Export Management, Albaum G, Prentice Hall London
Principles of Marketing, Kotler P et. Al, 2nd European edition, Prentice Hall E. 2003
Principles of Marketing, Jobber D, McGraw-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
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ASSESSMENT METHOD
End of year written examination 60%
Two (2) ‘mini’ exams of 20 min. duration
during unannounced lectures 40%
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Where we finished last week.
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INTERNATIONAL MARKETING CONCEPT?
So what are the differences between domestic and
international marketing?
The concepts, the methods are the same
the culture the enviroment are the differences.
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“Ways of living, built up by a group of human beings”
A set of standards and beliefs shared by a group of people, which helps an individual decide what is ‘right’, what can be ok, how to feel, what to do and how to go about it…..
“The way we do things around here”
The sum of conscious and unconscious values, ideas, attitudes and symbols that shape human behaviour and that are
transmitted from one generation to the next….
“The collective programming of the mind that distinguishes the members of one category of people from those of another”
INTERNATIONAL MARKETINGWhy are we concerned with culture?
The marketing significance of culture is that it affects buyer behaviour
So…. What is culture ????
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A CULTURAL FRAMEWORK
CULTURECULTURE
Religion Values & Attitudes
Education
Technology
&
Material culture
Social organisations Law
&Politics
Language&
Symbols
Aesthetics
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The basic concept (principles) of marketing remains constant whether one is selling goods or services in the home market or foreign countries.
However a consumer-oriented marketing policy examines the various country-specific factors (examples):
social behaviour
religious outlook
class structure
attitude towards women
standard of hygiene
leisure habits
climatic conditions
currency differences
tariff structures
political stability
quota restrictions
taxation system
labour conditions
transportation system
literacysomi
•Zürich hotel. „Because of the impropriety of entertaining guests of the opposite sex in the bedroom, it is suggested that the lobby be used for this purpose.”
•Black Forest camping site: „It is strictly forbidden on our Black Forst camping site that people of different sex, for instance, men and women, to live together in one tent unless they are married with each other for that purpose.”
•Copenhagen airline office: ”We take your bags and send them in all directions.”
LANGUAGE IS AN INTEGRAL PART OF CULTURE
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Environmental influences
on international
marketing
Social/culturalLanguage, religion,
values, social organisation, material
culture
ECONOMICDeveloped economy Emerging economy
Less developed econ Currency movements
LegalLocal domestic laws
International law Home domestic laws
PoliticalOperational restrictions
Discriminatory restrictions Physical
actions
TechnologicalSatelite communctn
Internet WWW
The electronic superhighway
S L E
P T
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Ecologyrainfall,
temperature, seasons
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SOCIAL/CULTURALSocial/cultural
Language, religion, beliefs, values, social organization, bribery,
material culture, negotiation
COMPONENTS OF CULTURE
beliefs values customs
LAYERS OF CULTURE
national level
regional/religious/
linguistic level
gender level
generation level
social class level
Material: technology-
understanding, skills,
economics
Institutions: man/woman, education,
social groups, family values
Humans and the
universe: religions,
beliefs
Aesthetics- beauty, colors,
music, symbolic meanings
language- communica-
tion, advertising,
brand names
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CULTURE & CONSUMER BEHAVIOURSocial/cultural
Language, religion, beliefs, values, social organization, bribery,
material culture, negotiation
CULTURAL INFLUENCES
cultural forces
religion, history, family, language, education, arts
cultural message
symbols, morals, knowledge, rules of
behaviour
consumer decision process
selecting, prioritising wants, decision making
CULTURAL DIFFERENCES
Maslow’s hierarchy of
needs (high self-esteem China,
KFC)
buying process
individual- family
influence of social
institutions- charities
consumer buying process
(involvement, perceived risk, cognitive style)
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CONSIDERATION (examples) OF SOME SOCIAL/CULTURAL ASPECTS
Population: 2010 – 6.9 billion 2015 – 7.9 billion
Regulation – autocratic tendencies!
Problems associated with growth
raw materials energy environmental
quality of life
76% of world underdeveloped - +2% annual increase
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Education – e.g in USA whilst 36% with higher degree about 15% illiterate
Demography: - e.g. in USA currently 50% households = couples --- this is rapidly declining …. Ramifications?????
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DON’T LET WHAT YOU CANNOT DO INTERFERE WITH WHAT YOU CAN
DO.JOHN WOODEN
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