留学(英国考文垂大学)营销课件-Week-5-Mid-Term-revision

M01SMMInternationalDimensionsofMarketingWeek5:MidTermrevisionRevisionModulecontent–weeks1-5GlobalizationMarketingandInternationalMarketingMacro-environment(cultural,social,economic,political,legal,technological,environmentaletc)PESTELanalysisMicro-environment(market,consumers,suppliers,competitors,distributors,mediaetc)Porter’sfiveforcesMarketingResearchGlobalizationGlobalisationistheprocessbywhichmarketsandproductionindifferentcountriesarebecomingincreasinglyinterdependentduetothedynamicsoftradeingoodsandservicesandtheflowsofcapitalandtechnology.Why?declineinbarriers,globalcustomers,costdrivers,standardizedtechnologyImpactIncreasinganddeepeninginteractions;exchangeofknowledge,tradeandcapital;interdependence;2types:Market&ProductionGlobalmarket:tastesandpreferencesofconsumersindifferentnationsarebeginningtoconvergeonsomeglobalnormbutnoglobalvillage9Glocal”approachesinbusiness=thinkglobally,actlocally)!Globalproduction:breakdownthemanufacturingprocessintoseparatestages,eachinthemostadvantageouslocationInternationalMarketing“Marketingistheactivity,setofinstitutions,andprocessesforcreating,communicating,delivering,andexchangingofferingsthathavevalueforcustomers,clients,partners,andsocietyatlarge.”

(AmericanMarketingAssociation,2013Internationalmarketingmaybedefinedastheutilizationandadaptationofthebestmarketingpracticesforthepurposesofconductingcommerceinothercountries.AnalysetheMacroandMicroEnvironmentSegmentation–Targeting–PositioningMarketingMix(Product,Price,Place,Promotion)Forservices:People,Processes,PhysicalevidenceDriversandChallengesofIMDriversofinternationalmarketingDomesticmarkets:saturating,slowedgrowthinmatureandemergingeconomiesRaisingstandardsoflivingGlobalsourcing/alliances–economiesofscaleInternationalexpansion:necessityformostcompaniesRe-emergenceoftradetariffsGlobalisation(Levitt,1983)=globalvillage?ChallengesofinternationalmarketingGlobalvillageisnotjustglobalculture&consumptionGlobaltrade,media,travel/migrationleadingtoglobalflow/reach/exchangeofinformation,ideas,lifestylesandelementsofconsumptionculture;Globalexposureofcompaniesandtheirproducts/serviceswhethertheyoperateinternationallyornot;Convergingconsumptionpractices;Heterogeneousnationalmarketsandcross-nationalcommunities.AnalysingMacro&MicroEnvironment

&CompanyCompany–InternalAnalysis(resources,relationships,performance,strategy,marketingmix)Micro-Environment(e.g.Porter’s5CompetitiveForces)Macro-Environment(e.g.PESTEL)Market(s)&Customers(Size&Growth,Submarkets,profitability,trends,coststructure,behaviouralpatterns)Suppliers(howmany?quality,cost,bargainingpower)Competitors(Likethecompany’sinternalanalysis)Distributors(types,size,growth,abilities,resources,characteristics,performance,bargainingpower)Media(Availability,size,cost,coverage)Demographics(Marketsizeandpopulation;births,deaths,genderdistribution,maritalstatus,income,ortheincidenceofdiseasePolitical&Legal(barriers,regulations,politicalsituation,regionaltradeagreementsCultural(Verbal/Non-verballanguage,Aesthetics,SocialInstitutions,Education,Religion/Beliefs/Superstitions,Mannersandcustoms,Rituals,Valuesandattitudes)Technological(adoptionoftechnologies;levelofinnovation,infrastructure)Environmental(Naturalresourcesendowments;Weatherandclimaticconditions;Topographicalfactors;LocationalaspectsEconomic(Levelofeconomicdevelopment,Income&income,distribution(Inequality),Interestrates,Inflation,Unemployment,Governmentspendingandtaxation,ForeignexchangeratefluctuationsMarketingResearchMalhotraetal.(2012):MarketingResearchisthesystematicandobjectiveidentification,collection,analysis,anddisseminationanduseofinformationthatisundertakentoimprovedecisionmakingrelatedtoidentifyingandsolvingproblems(alsoknownasopportunities)inmarketing.Researchcanbedividedinto3types:generalinformationaboutthecountry,area,and/ormarketthestudyofspecificinformationusedtosolvesuchproblemsasadvertising,pricing,distribution,andproductdevelopmentinamarketingofspecificproducts,andforecastingfuturemarketingrequirementsbyanticipatingsocial,economicandconsumertrendsinspecificmarketsorcountries.Broaderscopeneededforforeignresearch.Lackoffamiliaritywithconsumers,competitorsandmarketenvironmentinothercountriesGrowingcomplexityofinternationalmarketsRapidpaceofchangeoccurringworldwidePrimaryvs.SecondarydataGatheringsecondarydataAvailabilityofdataReliabilityofdata(thedegreetowhichtheitemsusedtomeasureaconceptareinternallyconsistentwitheachother/findingsarerepeatableovertime)ComparabilityofdataValidatingsecondarydata(theoverallaccuracyofthemeasureitself)GatheringprimarydataAbilitytocommunicateopinionsWillingnesstorespondSamplinginthefieldsurveysLanguageandcomprehensionMulticulturalresearchQualitativevs.QuantitativeQuantitativeresearch:structuredquestioning,producinganswersthatcaneasilyconvertedtonumericaldataMaintechniques:AdhocsurveysOmnibussurveysPanelsexperimentsQualitativeresearch:open-endedandin-depth,seekingunstructuredresponses;expressestherespondent’sthoughtsandfeelingsMaintechniques:In-depthinterviewsFocusGrouptechniquesObservationtechniquesEthnographicresearchCreativetechniquesProjectivetechniquesAnsweringexamquestionsInstructionstocandidatesTimeallowed:2hours

StudentsmustanswerTHREEquestions.

SectionAconsistsoftwocompulsoryquestions.BothquestionsinSectionAcarryequalmarks.SectionBconsistsofmultiplequestions,outofwhichstudentsmayattemptanyONEquestion.AllquestionsinSectionBcarryequalmarks.Thisisaclosedbookexam.ExamstructureandassessmentobjectivesTheintendedlearningoutcomesarethatoncompletionofthismodulethestudentshouldbeableto:LO1.Criticallyevaluatetheimpactofcultural,demographic,ecological,economic,legal,political,social,andtechnologicalenvironmentsoninternationalmarketingactivities;LO2.Demonstratecriticalunderstandingofsegmentationandpositioningininternationalmarkets;LO3.Criticallyanalyseandjustifytheimportanceofunderstandingcross-culturalissueswhenmakinginternationalmarketingdecisions;LO4.Developmarketingstrategiesacrosscountryborders,basedonresearchreportsandempiricaldata.ExamstructureandassessmentobjectivesWhatwillbeassessed:Content(learningoutcomes)Knowledgeandunderstanding/applicationoftheoryEvidenceofreading,useofresourcesandresearchStructure,presentation,grammarandspellingAccuratecitationsandreferencingExamstructureandassessmentobjectivesQuestionsIsglobalisationanopportunityorathreat?Supportyourpositionwithreal-worldexamples.Whatismeantbyglobalmarkets?Discusstheconditionsthathaveledtothedevelopmentofglobalmarkets.Provideexamplestoillustrateyourideas.WhatarethedriversofInternationalMarketing?Whyareculturaldifferencesimportantforinternationalcompanies?Supportyourargumentswithreal-worldexamples.Globalcompaniesandbrandscanclaimconsiderablesuccessindiversemarkets.Isnationalculturebecomingmore,orless,importantintheinternationalenvironment,intermsofmarketsforconsumerproducts?Giveexamplestosupportyourargument.Thereareoftendifferencesintermsofconsumerbehaviourbetweenconsumersofthesamegoodsindifferentcountries.Identifyandpresentatleastthreegeographicandthreedemographicfactorsortrendsthatmayinfluencetheirconsumerbehaviour.Useexamplestoillustratethesedifferences.Identifyatleast3politicalorlegalrisksthatcompaniesenteringforeignmarketsmightface.Provideexamplestosupportyourarguments.DescribePorter’sfiveforcesmodel.Useexamplestoillustratetheframework.Assumethatyouarethemanagerofapublishinghouse.Chooseadevelopingcountryandassessitsattractivenessasapotentialmarketforyourproducts.UsePorter’sfiveforcesmodelforyouranalysis.ChooseaninternationalcompanyoperatingintheUK.Analyseitsmicro-environment.Provideexamplestosupportyourargument.Discussthebreadthandscopeofinternationalmarketingresearch.Whyisinternationalmarketingresearchgenerallybroaderinscopethandomesticmarketingresearch?Provideexamplesofthetypeofinformationthatareessentialforconductingresearchabroad.Whyisresearchproblematicinforeignmarkets?Discussthiswithafocusontheproblemsrelatedtogatheringsecondarydatainforeignmarkets.Whyisresearchproblematicinforeignmarkets?Discussthiswithafocusontheproblemsrelatedtogatheringprimarydatainforeignmarkets.1.Isglobalisationanopportunityorathreat?Supportyourpositionwithreal-worldexamples.Isuggesttostartyouranswerbyprovidingthefollowingquote:“Globalisationhasenrichedtheworldscientificallyandculturally,andbenefitedmanypeopleeconomicallyaswell”(AmartyaSen)Thenprovidethedefinitionofglobalization:Globalisationistheprocessbywhichmarketsandproductionindifferentcountriesarebecomingincreasinglyinterdependentduetothedynamicsoftradeingoodsandservicesandtheflowsofcapitalandtechnology.YoucananalysetheopportunityorathreatfromthefollowingimpactsofglobalizationIncreasinganddeepeninginteractionsbetweenindividualsandorganisationsacrosstheglobe(isanopportunitybutathreat)E.g.Positiveistheunderstanding,likeoratleastbeingtoleranttodifferentcultures;negativeistheincreasingethnocentrismbecauseofWesternisationandculturalhegemonyofsomedevelopedcountriesinterdependenceofmarketsandproductionindifferentcountries(isanopportunitybutathreat)Opportunitiesoffindinginvestors,consumersandemployeesallovertheworldbutincasesofcrisis,itiseasiertobetransfereverywhere!exchangeofknowledge,tradeandcapital(isanopportunitybutathreat)2.Whatismeantbyglobalmarkets?Discusstheconditionsthathaveledtothedevelopmentofglobalmarkets.Provideexamplestoillustrateyourideas.Youshoulddiscussthephenomenaofglobalisationandthepremiseofthehomogeneityofmarkets.DefineglobalizationandglobalmarketsAmongsttheconditionsthathadledtotheformationofaglobalmarketforgoods,youmightmention:newcommunicationstechnology(Internetetc)geographicalmobility(highways,tunnels,cheaperandquickerflights)tradeagreements(recentlyCETA,EUetc)Youshouldexplainhowglobalmarketsegmentswithcommonneedsandsimilardemandsforthesameproductarecreated.InteractionandexchangeleadstoCulturalConvergencewithmoretolerance,knowledgeofdifferentculturesBUTthereistheriskCulturalDivergencewhenyoufeelthatyouarelosingyourownculture!Basedontheseideas,thebestanswerswillalsoelaborateonthedebatebetweenadaptationandstandardisationinmarketing.Exampleswillvaryandmayincludegoods,brands,organisations3.WhatarethedriversofInternationalMarketing?YoushouldbrieflydefinetheinternationalmarketingSomeofthemaindriversarethefollowing:Domesticmarkets:saturating,slowedgrowthinmatureandemergingeconomiesRaisingstandardsoflivingGlobalsourcing/alliances–economiesofscaleInternationalexpansion:necessityformostcompaniesRe-emergenceoftradetariffs(possibleforinstanceafterBrexit,EUsanctionsvs.RussianEmbargo)Globalisation(Levitt,1983)=globalvillage?Brieflyhighlightsomeconstraints:Globalvillageisnotjustglobalculture&consumption4.Whyareculturaldifferencesimportantforinternationalcompanies?Supportyourargumentswithreal-worldexamples.Definecultureandculture’sdimensions“Cultureisacomplexwholewhichincludesknowledge,belief,art,morals,law,customandanyothercapabilitiesandhabitsacquiredbymanasamemberofthesociety”(Tylor,1881).Dimensions:Verbal/Non-verballanguage;Aesthetics;SocialInstitutions;Education;Religion/Beliefs/Superstitions;Mannersandcustoms;Rituals;ValuesandattitudesYoucanrefertoHofstede’sframeworkorHall(1960)HighandLowcontextcultures.Cultureisimportantbecause:Culturecanbeunderstoodasagroupphenomenathatdistinguishpeopleofonegroupfromanother;Culturalvaluesdeterminewhatisconsideredanacceptableorattractivebehaviour.Behaviour,consumptionspatterns,thinkingprocesses&communicationUsereal-worldexamplesbyanalysingtheculturaldimensions:e.g.Importanceoffamily:compareAIALIFE-TheBestHomemade–Koreatowesterncultures!e.g.Aesthetics:whatdoweconsiderbeautifulindifferentculturesvariesalot5.Globalcompaniesandbrandscanclaimconsiderablesuccessindiversemarkets.Isnationalculturebecomingmore,orless,importantintheinternationalenvironment,intermsofmarketsforconsumerproducts?Giveexamplestosupportyourargument.

Goal:Criticallyanalysethecomplexitiesofnationalcultureasaconcept.Definecultureandculture’sdimensionsExplainthisthroughthelensesoftheoreticalframeworks.Asaminimum,youshoulddiscussaboutHofstede’sframeworkandthecriticismsurroundingit.DiscusstheCulturaluniversalsandtheprocessesofCultural

Convergence&CulturalDivergence.e.g.Theidealbeautycanbebothuniversalanddivergent.AvoidtheSelfReferenceCriterionandbeabletoadaptDiscussaspectsrelatedtostandardisationanddifferentiationandhomogeneity/heterogeneityofconsumerpreferences.e.g.Skypecommerciale.g.McDonald’saroundtheworlde.g.Fulladolle.g.Luxurybrandsaroundtheworld(similarstrategyandmarketingmixforLouisVuittonallovertheworldbutinChinaisbecomingtopopular.Anexplanationcanbethecultureandthelong-termorientationofChinese(savingtobuyaluxurygood).6.Thereareoftendifferencesintermsofconsumerbehaviourbetweenconsumersofthesamegoodsindifferentcountries.Identifyandpresentatleastthreegeographicandthreedemographicfactorsortrendsthatmayinfluencetheirconsumerbehaviour.Useexamplestoillustratethesedifferences.Youshouldexplaintherelevanceofstudyingorunderstandingconsumerbehaviouracrosscountries.Definethemacro-environmentandhowitinfluenceconsumerbehaviour(somegeneralexamples)Answersshoulddiscussarangeofgeographicanddemographicfactorsand/ortrends(e.g.ageofapopulationoragingofpopulations,genderdifferencesandgendergaps,topographicconstraintsandclimatechangeetc.)thatinfluenceconsumerbehaviourandprovideappropriateexamples.e.g.Chinaandonechildpolicye.g.Theimpactofmedianageonmarketinge.g.Rolls-RoyceinCanadaanddamagedcars!e.g.Climatechangeagreementse.g.WeatherinGreeceandtourismindustryetc7.Identifyatleast3politicalorlegalrisksthatcompaniesenteringforeignmarketsmightface.ProvideexamplestosupportyourargumentsYoushouldexplaintherelevanceofstudyingorunderstandingconsumerbehaviouracrosscountries.Definethemacro-environmentandhowitinfluenceconsumerbehaviour(somegeneralexamples)Answersshoulddiscussthethreemainpoliticalrisks:PoliticalRiskistheriskofachangeinthepoliticalenvironmentorgovernmentpolicythatwouldadverselyaffectacompany’sabilitytooperateeffectivelyandprofitably.Threemajortypesofpoliticalriskscanbeencountered:OwnershipriskOperatingriskTransferriskExamplesofGovernmentactionscanbe:Importrestrictions;Local-contentlaws;Exchangecontrols;Marketcontrol;Pricecontrol;Taxcontrol;Labourrestrictions;Changeofgovernmentparty;Nationalization;DomesticationRivalryamongpresentcompetitors

ThereishighinvestmentintensityTherearemanysmallfirmsinanindustryornodominantfirmsexistThereislittleproductdifferentiationItiseasyforcustomerstoswitchfromoneseller’sproductstothoseofothersBargainingpowerofsuppliers

IfthecostofswitchingsuppliersishighIfpricesofsubstitutesarehighIfsupplierscanrealisticallythreatenforwardintegrationWhenthesupplier’sproductisalargepartofthebuyer’svalueaddedBargainingpowerofbuyers

TheextentofbuyerconcentrationSwitchingcoststhatreducethebuyer’sbargainingpowerThethreatofbackwardintegrationTheproduct’simportancetotheperformanceofthebuyer’sproductBuyerprofitabilityThreatofnewentrantsWhenstrongeconomiesofscaleandlearningeffectsarepresentIftheindustryhasstrongcapitalrequirementsattheoutsetWhenstrongproductdifferentiationexistsamongcurrentplayersIfgainingdistributionisparticularlydifficultThreatofsubstituteproducts

Plasticbottlesversusaluminiumcans8.DescribePorter’sfiveforcesmodel.Useexamplestoillustratetheframework.9.Assumethatyouarethemanagerofapublishinghouse.Chooseadevelopingcountryandassessitsattractivenessasapotentialmarketforyourproducts.UsePorter’sfiveforcesmodelforyouranalysis.JUSTApplyPorter’sfiveforcesmodel10.ChooseaninternationalcompanyoperatingintheUK.Analyseitsmicro-environment.Provideexamplestosupportyourargument.Youshouldusethefollowingframeworkofthemicro-environment.marketconsumerssuppliersdistributorscompetitorsDefinethemarketMarketconsistsofproductsthatbothaddressacustomerneedandareconsideredbythecustomerasalternativesorsubstitutes(Mooradianetal.2014).EmphasizetheimportanceofdefiningcorrectlythemarketDefinetheproduct,need,competitors,substitutes,marketshare(s),notmissedopportunitiesObviouslyyoucanmakesomeassumption...Butinformme!11.Discussthebreadthandscopeofinternationalmarketingresearch.Whyisinternationalmarketingresearchgenerallybroaderinscopethandomesticmarketingresearch?Provideexamplesofthetypeofinformationthatareessentialforconductingresearchabroad.

Youshouldexplainwhatisthepurposeofmarketingresearchingeneralandexpandonthetopicofinternationalmarketingresearch.Youshouldexplainwhyaninternationalresearcher'sactivitiesarefrequentlymuchbroaderthanthoseofadomesticmarketer:Lackoffamiliaritywithconsumers,competitorsandmarketenvironmentinothercountriesGrowingcomplexityofinternationalmarketsRapidpaceofchangeoccurringworldwideDetailthetypesofinformationessentialtoconductingbusinessabroadgeneralinformationaboutthecountry,area,and/ormarketthestudyofspecificinformationusedtosolvesuchproblemsasadvertising,pricing,distribution,andproductdevelopmentinamarketingofspecificproducts,andforecastingfuturemarketingrequirementsbyanticipatingsocial,economicandconsumertrendsinspecificmarketsorcountriesThestrongestanswerswillincludeacriticalanalysisofthedifferentuncontrollableelementsofthebusinessenvironmentandhowgoodresearchcantrytocompensateforthem(e.g.consumertrends,newregulationandtradeagreements;productioncostchanges;newtechnologiesandpossibleaccentance)12.Whyisresearchproblematicinforeignmarkets?Discussthiswithafocusontheproblemsrelatedtogatheringsecondarydatainforeignmarkets.Youshouldexplainwhatisthepurposeofmarketingresearchingeneralandexpandonthetopicofinternationalmarketingresearch.MarketingResearchisthesystematicandobjectiveidentification,collection,analysis,an