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BUDAPESTI GAZDASÁGI FŐISKOLA
INTERNATIONAL MARKETING
LECTURE- 2
In English
24th February 2012 – FRIDAY
0940hr –1110hr (E.F. 13-15)
Miklós
(Nicholas)
SOÓS
0630 265 9638
[email protected]
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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-Hill
Global 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%
public
relations
advertising
promotion. packaging
price
sales
information
system
MARKETING
transaction
PRACTICE
distribution
sponsorship
demand
assessment
23/38
product
relationship
nurturing
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TYPES OF MARKETING
examples
You see a gorgeous girl at a party. You approach her and say, “I kiss
fantastically.“
That's Direct Marketing.
You're at a party with friends and see a gorgeous girl. Your good friend
working for an advertising agency goes to her, points at you and says
"He kisses fantastically."
That's Advertising.
You see a gorgeous girl at a party. You approach her and get her
telephone number. The next day you call and say, "Hi, I'm a fantastic
kisser"
That's Telemarketing.
You're at a party and see a gorgeous girl. You get up and straighten your
tie, you walk up to her and pour her a drink. You open the door for her,
pick up her bag after she drops it, offer her a ride, and then say, "By the
way, I kiss fantastically."
That's Public Relations.
You're at a party and see a gorgeous girl. She walks up to you and says,
"I hear you kiss fantastically."
That's Brand Recognition.
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SO … MARKETING IS A MANAGEMENT PROCESS
RESPONSIBLE FOR IDENTIFYING, ANTICIPATING AND SATISFYING
CONSUMER NEEDS-WANTS-REQUIREMENTS … involves
meeting
focusing on
organisation
objectives
needs and wants
identifying
orienting co.
best methods of
satisfying needs
and wants
towards ability to
provide needs
and wants
manipulate the controllable functions within the largely uncontrollable
marketing environment of SLEPT factors
… social, legal, economic, political and technical
MULTIPLICITY OF MARKETS INCREASES COMPLEXITY OF MANAGEMENT
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MANAGING AT DIFFERENT LEVELS OF MARKETING
DOMESTIC
manipulating controllable
variables (4P) within
uncontrollable environment
within specific boundaries
INTERNATIONAL
operating across borders
where the controllables and
uncontrollables vary from
nation to nation
GLOBAL
even more complex – aim
is to achieve synergy in
overall operation; take
advantage of exch.rates,
labour rates, skills
Level of international marketing depends on degree of involvement
Export
International
Global
marketing goods
and/or services
across national,
political
boundaries
activities, interests,
operations in +1
countries; some
control over
marketing activities
focus on global
opportunities;
objective is to achieve
global competitive
advantage
The world is market segmented by SOCIAL, LEGAL, ECONOMIC,
POLITICAL and TECHNOLOGICAL groupings. (SLEPT)
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LETS LOOK AT THE THEORETICAL STRUCTURE
OF INTERNATIONAL TRADE
Trade between
nations occurs
due to
ECONOMIC,
POLITICAL,
CULTURAL
reasons
Nations buy
from each other
when
Primarily
interested in
ECONOMIC
reasons which
usually connected
COST IS
CHEAPER
than it would be
to produce
locally
to PRICE
DIFFERENCES
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Adam Smith - the law of absolute advantage and the
conceptual basis for specialisation.
The principle of ABSOLUTE ADVANTAGE refers to the ability
of an individual, or firm, or country to produce more of a
good or service than competitors, using the same amount of
resources
1723-1790
David Ricado - the law of comparative advantage and the
conceptual basis for factor costs.
The law of COMPARATIVE ADVANTAGE refers to the ability
of a person or a country to produce a particular good or
service at a lower marginal and opportunity cost
1772-1823
A producer has an ABSOLUTE ADVANTAGE if production of the good absorbs fewer
resources (or less time, in the case of an individual) than are required in other countries or
by other individuals or firms.
A producer has a COMPARATIVE ADVANTAGE in producing or selling a good if they
experience the lowest opportunity cost in producing the good.
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John Nash - concept of equilibrium points in multiple
player games, creating a scientific basis for WTO, EU, etc.
Assists in predicting what will happen if several people or
institutions are making decisions at the same time, and if the
outcome depends on the decisions of the others. Simply put,
we must ask what each player would do, taking into account
the decision-making of the others.
1928 -
Michael Porter - model provides a simple perspective
for assessing and analysing the competitive strength and
position of a corporation or business organization.
The FIVE FORCES ANALYSIS that affect a company’s ability
to serve its customers and make a profit.
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THE INTERNATIONAL MARKETING CONCEPT
The organisation crosses its home
boundaries and focuses its activities
and resources on foreign market
opportunities and threats
Stages:
» Domestic Marketing
» Export Marketing
» International Marketing
» Multinational
» Global Marketing
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Internationalization takes place between:
individual nations,
individual companies operating in different countries,
individual citizens of different countries.
Globalization, however, ignores
national boundaries.
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Globalization ignores national boundaries.
The process of globalization transforms
individual national economies into one
global, interdependent economy.
Activities which were previously carried
out within a national or a regulated
international framework will from now on
be carried out globally, according to the
needs of the global market place.
21/28
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Globalization ignores national boundaries.
It is a complex process taking place
between societies, companies, and also
increasingly between individual people
and it covers the whole world.
It mostly occurs as a result of new
technology, and is linked by that
technology.
22/28
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SUBSETS OF INTERNATIONAL BUSINESS
International
business
International
finance
International
trade
International
marketing
23/28
Source: Omar (2009)
International
management
Global
marketing
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BE BETTER
PREPARED THAN
YOU THINK YOU
WILL NEED TO
BE.
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