International Marketing Project an der Hochschule Weihenstephan-Triesdorf | Karteikarten & Zusammenfassungen

Lernmaterialien für International Marketing Project an der Hochschule Weihenstephan-Triesdorf

Greife auf kostenlose Karteikarten, Zusammenfassungen, Übungsaufgaben und Altklausuren für deinen International Marketing Project Kurs an der Hochschule Weihenstephan-Triesdorf zu.

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Hofstede Model of Culture: 4 dimensions 

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  1. power distance
  2. uncertainty avoidance
  3. individualism vs. collectivism
  4. masculinity vs. femininity
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country-of-origin (COO) effect

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  • Describes how the country of origin influences a product's sales
  • country-of-origin as an indicator for the product’s quality (e.g. "Made in Germany")
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COO-effect: Main findings

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  • COO effects change over time
  • Both the country of design and the country of manufacturing/assembly play a role in consumer attraction
  • COO influences are greater among elderly, less educated and politically conservative
  • COO varies with product category
  • Consumers are likely to use the origin of a product as a cue when they are unfamiliar with the brand name carried by the product.
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COO-effect: Marketing implications

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Strategies to cope with COO Stereotypes:

  • Product Policy
  • Pricing
  • Use highly respected distribution channels
  • Communication: Improve the country image; Bolster the brand image
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Main challenges of international marketing activities

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Market-related problems caused by cross-border trade:

  1. Informational needs
  2. Complexity and managerial challenges
  3. Coordination needs
  4. Increased risk
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Criteria for market attractiveness

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  • size of the market
  • market depth
  • number of potential costumers 
  • political stability
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market depth

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market's ability to absorb relatively large market orders without significantly impacting the price of the security

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crtiteria for market entry barriers 

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  • competition
  • political framework
  • demographic
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(Pre-)Selection of Potential Markets: Filter Procedure 

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  • certain "filter criteria"
  • countries which do not meet these criteria are gradually eliminated
  • Number of steps varies according to the complexity
  • process starts off with environmental factors
  • includes more market related factors as it advances
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Filter Procedure: Advantages and disadvantages 

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+ Stepwise reduction of complexity

+ Rough and simple to obtain data sufficient through first steps


- Subjective judgement concerning qualitative variables

- No compensation between variables possible

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(Pre-)Selection of Potential Markets: Scoring Model

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Scoring models represent differentiated evaluation procedures

  1. definition of objective 
  2. operationalization of evaluation criteria
  3. attribution of scores for each criterion
  4. attribution of weights for each criterion 
  5. overall score for each alternative
  6. threshold levels for the selection of relevant alternative(s)
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4 Reasons for internationalization


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  1. sales expansion
  2. resource acquisition
  3. diversification
  4. minimization of competitive risks
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  • 48280 Karteikarten
  • 1014 Studierende
  • 87 Lernmaterialien

Beispielhafte Karteikarten für deinen International Marketing Project Kurs an der Hochschule Weihenstephan-Triesdorf - von Kommilitonen auf StudySmarter erstellt!

Q:

Hofstede Model of Culture: 4 dimensions 

A:
  1. power distance
  2. uncertainty avoidance
  3. individualism vs. collectivism
  4. masculinity vs. femininity
Q:

country-of-origin (COO) effect

A:
  • Describes how the country of origin influences a product's sales
  • country-of-origin as an indicator for the product’s quality (e.g. "Made in Germany")
Q:

COO-effect: Main findings

A:
  • COO effects change over time
  • Both the country of design and the country of manufacturing/assembly play a role in consumer attraction
  • COO influences are greater among elderly, less educated and politically conservative
  • COO varies with product category
  • Consumers are likely to use the origin of a product as a cue when they are unfamiliar with the brand name carried by the product.
Q:

COO-effect: Marketing implications

A:

Strategies to cope with COO Stereotypes:

  • Product Policy
  • Pricing
  • Use highly respected distribution channels
  • Communication: Improve the country image; Bolster the brand image
Q:

Main challenges of international marketing activities

A:

Market-related problems caused by cross-border trade:

  1. Informational needs
  2. Complexity and managerial challenges
  3. Coordination needs
  4. Increased risk
Mehr Karteikarten anzeigen
Q:

Criteria for market attractiveness

A:
  • size of the market
  • market depth
  • number of potential costumers 
  • political stability
Q:

market depth

A:

market's ability to absorb relatively large market orders without significantly impacting the price of the security

Q:

crtiteria for market entry barriers 

A:
  • competition
  • political framework
  • demographic
Q:

(Pre-)Selection of Potential Markets: Filter Procedure 

A:
  • certain "filter criteria"
  • countries which do not meet these criteria are gradually eliminated
  • Number of steps varies according to the complexity
  • process starts off with environmental factors
  • includes more market related factors as it advances
Q:

Filter Procedure: Advantages and disadvantages 

A:

+ Stepwise reduction of complexity

+ Rough and simple to obtain data sufficient through first steps


- Subjective judgement concerning qualitative variables

- No compensation between variables possible

Q:

(Pre-)Selection of Potential Markets: Scoring Model

A:

Scoring models represent differentiated evaluation procedures

  1. definition of objective 
  2. operationalization of evaluation criteria
  3. attribution of scores for each criterion
  4. attribution of weights for each criterion 
  5. overall score for each alternative
  6. threshold levels for the selection of relevant alternative(s)
Q:

4 Reasons for internationalization


A:
  1. sales expansion
  2. resource acquisition
  3. diversification
  4. minimization of competitive risks
International Marketing Project

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