IMK-exam preparation PDF

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IMK-exam preparation ...

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Chapter 1: Why is international marketing so complex?  Diversity, different between countries culture  Political system, regulations, legal system, safety, security  Economy, purchasing power, income, disposable income.  Geography  Uncontrollable elements of the environment  The world is dynamic,  Adaptation is costly, it is complex

Chapter 4: Culture  霍夫斯泰德文化维度  Self-reference criterion  Diffusion Theory

Chapter 5: political environment  Common law: based on tradition, English law, ownership is based on first use  Civil law: code law, prescribed, catch all system, roman law. Ownership is based on registration.

Chapter 7: Segmentation, why is segmentation important for global marketing?  Decided whether to adapt or standardize your marketing mix elements.

Chapter 8: Indirect and direct exporting  Distributor: takes ownership of the product being exported, less risk for the

manufacturer, but not for the distributor, less profit for the manufacturer, less control over the product for the manufacturer.  Agent: does not take ownership of the product being exported, more risk for the manufacturer, more profit for the manufacturer, more control over the product for the manufacturer.

Chapter 9: When is it the best to use licensing?  Strong brand name  Minimize risks Licensing: all the marketing processes are handled by the license Contract manufacturing: only the manufacturing is handled by the license. The rest of the marketing elements (distribution, pricing, and promotion) is done by the manufacturer (licensor)

Strategic alliances Equity (joint ventures). FDI Non-equity: distribution, R&D, and manufacturing

Wholly owned

Chapter10: Brand concepts, Brand equity. Branding tree, global brand development, country of origin Product strategy

Standardization: ADV: cost effective, mass markets using the same marketing mis elements, rapid entry, time efficient, consistency.

DISADV: not meeting local requirements, incentive to differences.

Adaptation: ADV: meeting local reequipments, competitive DISADV: expensive, time consuming, costly.

Chapter11: Pricing Pricing regulations, differences between domestic marker and international Why are domestic prices different to foreign marker prices? Economic conditions:  Purchasing power  GDP per capita  Disposable income  Cost of living  Taxes, tariffs  Cost of production  Administration costs, insurance, middlemen, the nature of the distribution

Poisoning strategy...