Master's Thesis) ON THE INTERNATIONAL MARKETING DYNAMICS: A CHANGING MARKETING PERSPECTIVE [영어, 영문 논문]

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Master's Thesis) ON THE INTERNATIONAL MARKETING DYNAMICS: A CHANGING MARKETING PERSPECTIVE [영어, 영문 논문]에 대한 보고서 자료입니다.

목차

TABLE OF CONTENTS
PREFACE

CHAPTER 1: INTRODUCTION
1.1 What Markets and Where to Enter
1.2 Marketing Overview

CHAPTER 2: REVIEW OF LITERATURE

CHAPTER 3: METHODOLOGY
3.1 Marketing and Management
3.2 Designing initial Market strategy
3.3 Marketing Segmentation
3.4 Marketing Analysis
3.5 Standardize or Adapt

CHAPTER 4: DISCUSSION
4.1 Product (Brand)
4.2 Product Development
4.3 International Pricing
4.4 Market Pricing
4.5 International Advertising
4.6 International Promotion
4.7 Personal Selling
4.8 International Distribution

CHAPTER 5: RESEARCH FINDINGS
5.1 Managerial Implications

CHAPTER 6: CONCLUSIONS

CHAPTER 7: SUPPLEMENTAL DATA

WEB RESOURCES

REFERENCES

본문내용

CHAPTER 1
INTRODUCTION

The world is amuck with many products and services that although of high quality and excellent viability they do not get into consumers hands. What makes this phenomenon important is that that the core catalyst to making these products and services successful offerings is marketing! Whether a strategy or technique is first intended for global use and then adapted for local market variations or the idea comes from the home country and then is used in a host country, marketers must know where to look for possible differences between marketing domestically and marketing internationally. Sometimes the differences are great; at other times, there may be few or even no differences. Marketers must know their markets; develop products or services to satisfy their customers’ needs; price the products or services so that they are readily acceptable in the market; make them available to buyers; and inform would-be customers, persuading them to buy.
To forward these objectives marketing managers must muster more courage to be willing to innovate and design programs to lure prospects from afar.The best marketing leaders have a view which have people centered approach that frames and enhances that perspective. Among the most common mistakes marketers make when they ascend is ignoring the importance of their responsibilities with the chief executive officer (CEO) and also building alignment with peers within the C-suite. Chief marketing officers (CMOs) and global brand leaders embrace new quantitative results and transparency on the effectiveness of their programs.(Peng 2013)




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CHAPTER 2
REVIEW OF LITERATURE

Despite the strong interest in international marketing there is no consensus in the literature about what constitutes a global marketing strategy and whether it affects a firm's global market performance. The authors develop a broad conceptualization of global marketing strategy, the GMS that integrates three major perspectives namely, the standardization, configuration-coordination, and integration perspectives of international marketing strategy. Many researchers have developed a conceptual model that links the international marketing strategy to a firm's global market performance. On the basis of a survey of business units competing in global industries, the authors find support for the broad Global Marketing Strategy (GMS) perspective and the fundamental relationship between the GMS and firms' global market performance.




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CHAPTER 3
METHODOLOGY

3.1 Marketing and Management
Marketing is “the method of planning and executing the conception, pricing, promotion,and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.” International marketing is the extension of these activities acrossnational boundaries. Firms expanding into new markets in foreign countries must deal with different political, cultural, and legal systems, as well as unfamiliar economic conditions, advertising media, and distribution channels. An international firm accustomed to promoting its productson television will have to alter its approach when entering a less developed market in which relatively few people have televisions. Advertising regulations also vary by country. French law, forinstance, discourages advertisements that disparage competing products; comparative advertisements must contain at least two significant, objective, and verifiable differences between products. New Zealand regulators may ban ads for a variety of reasons. A Nike ad was banned forbeing too violent, and a Coca-Cola ad featuring aboriginal dancers was banned for being “culturally insensitive.”

키워드

경영,   마케팅,   marketing,   dynamics,   경영마케팅,   영어,   영문,   제품,   시장,   유통