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Mündliche Prüfung

Mündliche Prüfung. BWL I Marketing 12 SWS. Inhalt. Leben und Studieren in Salisbury International Marketing Business Marketing Management of Multinational Business Ausblick. Salisbury University. Classroom. Karsten Business Marketing Int. Management Strategic Mgmt. Entrepreneurship

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Mündliche Prüfung

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  1. Mündliche Prüfung BWL I Marketing 12 SWS

  2. Inhalt Leben und Studieren in Salisbury International Marketing Business Marketing Management of Multinational Business Ausblick

  3. Salisbury University

  4. Classroom Karsten Business Marketing Int. Management Strategic Mgmt. Entrepreneurship Small Bus. Consulting Business & Society Int. Finance Corporate Finance Golf Scuba Diving Robert Int. Marketing Int. Management Entrepreneurship Int. Finance Corporate Finance Spanish I Spanish II Fund of CommunicationI Interpers. Communication Health&Fitness: Swimming Timo Int. Marketing Business Marketing Int. Management Strategic Mgmt. Entrepreneurship Business & Society Int. Finance Corporate Finance Scuba Diving

  5. Undergraduate vs. Graduate Study and der SU Durchschnittsalter:   Anspruch:  Aufwand: 

  6. Das Pinehurst-Haus

  7. International Marketing

  8. The International Marketing Task 7 Foreign environment (uncontrollable) 1 Economic forces Political/legal forces Domestic environment (uncontrollable) 2 7 Competitive structure Political/ legal forces Competitive Forces (controllable) Cultural forces Environmental uncontrollables country market A Price Product 3 Channels of distribution Promotion Environmental uncontrollables country market B 6 Level of Technology Geography and Infrastructure Economic climate Environmental uncontrollables country market C 4 5 Structure of distribution

  9. Multinational Cooperation • Free Trade Area: NAFTA • Customs Union: GATT • Economic Union: EU • . • Political Union ??? (expl: US) International Marketing

  10. Economic Development The Age of High Mass Consumption BEM – Big Emerging Markets (China, India) Efforts of WTO (Mexico, Poland) International Marketing

  11. Bribery FCPA – Foreign Corrupt Practices Act US – Germany – Japan International Marketing

  12. Pricing Obstacles: Price Escalation (Costs of Exporting) • Inflation, Exchange Rates • Middle Man, Transportation International Marketing

  13. Japanese Distribution Structure • High Density Middlemen • Channel Control • Business Philosophy • Large-Scale Retail Store Law and Its Successor • Changes Effected by SII International Marketing

  14. Example: Pricing • Skimming vs. Penetration • Obstacles: • Parallel Imports • Price Escalation (Costs of Exporting) • Inflation, Exchange Rates • Middle Man, Transportation International Marketing

  15. Business Marketing

  16. Business Marketing Why study Business Marketing? • Business market is larger than the consumer market • Most graduates begin their careers with b2b firms • Need for innovative business marketing strategies • Business market differs from the consumer market Business Marketing

  17. Business Market vs. Consumer Market • Fewer and larger buyers purchase in large volume • Professional buying • Multiple buying influences • Complex negotiations • Close supplier-customer relationship • More direct channels of distribution Business Marketing

  18. The Organizational Buying Process Business Marketing

  19. Marketing Research • Differences in Marketing Research • More firsthand information • Potential customers can be identified easily • Focus is less on product attributes, but on market potential and buying processes Business Marketing

  20. Price Planning and Strategy • Competitive bidding • Leasing • Discounts • Trade discounts • Quantity discounts • Cash discounts Business Marketing

  21. Distribution • Most manufactured business goods are sold directly to users • Indirect channels can be reasonable when • The market is widely scattered • Small orders • Goods made for inventory • Channel Conflicts • Second Product Lines Carried • Inventory Levels Business Marketing

  22. Promotion Professional Selling • Salespeople act as a link between manufacturer and customer • Long-term and relationship orientated • Other elements of the promotional mix just support personal selling Business Marketing

  23. Term Project: Marketing Plan Karsten: Radio Frequency Identification Systems Timo: Electronic Fingerprint Access Control Business Marketing

  24. Management of Multinational Business

  25. Management of Multinational Business Management-Praktiken sind nicht überall gleich! In Mexiko sank die Leistung eines Fabrikarbeiters nach der Einführung von Leistungslohn drastisch...

  26. Ansatz Werte (values) Prämissen (assumptions) Management Concept Organization Labor Relations HR Motivation Negotiation Leadership Ethics Communication Management of Multinational Business

  27. Example: Singapore Values Assumptions Management of Multinational Business

  28. Consequences for Organization High Power Distance  Centralization Low Uncertainty Avoidance  Less formalization Collectivism  Loyalty to organization & ongoing business relationships Management of Multinational Business

  29. Consequences for Leadership High Power Distance Autocratic leadership style Low Uncertainty Avoidance +  Achievement motivation: Masculine Culture More autonomy Challenges Pay by individual performance Management of Multinational Business

  30. On the way to Germany... The first student Prof. Hoffman, Prof. Adams + class

  31. Alumni-Webpage Für Erinnerungen, zum Kennenlernen und Einleben in Salisbury

  32. Danke! Ein herzliches Dankeschön an Prof. Trommsdorff, Justin Becker und Jutta Gbur

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