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NEVER SWAP YOUR INTEGRITY FOR MONEY, POWER, OR FAME.

NEVER SWAP YOUR INTEGRITY FOR MONEY, POWER, OR FAME. Somi. BUDAPESTI GAZDASÁGI FŐISKOLA INTERNATIONAL MARKETING LECTURE- 4 In English 9th March 2012 – FRIDAY 0940hr –1110hr (E.F. 13-15) Miklós (Nicholas) SOÓS 0630 265 9638 miklosoos@hotmail.com. somi.

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NEVER SWAP YOUR INTEGRITY FOR MONEY, POWER, OR FAME.

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  1. NEVER SWAP YOUR INTEGRITY FOR MONEY, POWER, OR FAME. Somi

  2. BUDAPESTI GAZDASÁGI FŐISKOLA INTERNATIONAL MARKETING LECTURE- 4 In English 9th March 2012 – FRIDAY 0940hr –1110hr (E.F. 13-15) Miklós(Nicholas)SOÓS 0630 265 9638 miklosoos@hotmail.com somi

  3. LECTURE DATES - TIMES - LOCATION RE: Miklós (Nicholas) SOÓS • FEB. 17. 0940-1110 [E.F.13-15] • FEB. 24. 0940-1110 [E.F.13-15] • MARCH 2. 0940-1110 [E.F.13-15] • MARCH 9. 0940-1110 [E.F.13-15] • MARCH 16. VACATION • MARCH 23. VACATION • MARCH 30. 0940-1110 [E.F.13-15] – re. feb.10 • APR. 6. 0940-1110 [E.F.13-15] • APR. 13. 0940-1110 [E.F.13-15] • APR. 20. 0940-1110 [E.F.13-15] • APR. 27. 0940-1110 [E.F.13-15] • MAY 4. 0940-1110 [E.F.13-15] • MAY 11. 0940-1110 [E.F.13-15] somi

  4. 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 somi

  5. ASSESSMENT METHOD End of year written examination 60% Two (2) ‘mini’ exams of 20 min. duration during unannounced lectures40% somi somi

  6. Where we finished last week. somi

  7. INTERNATIONAL MARKETING CONCEPT? So what are the differences between domestic and international marketing? The concepts, the methods are the same the culture the enviroment are the differences. somi

  8. INTERNATIONAL MARKETING Why are we concerned with culture? The marketing significance of culture is that it affects buyer behaviour “Ways of living, built up by a group of human beings” A set of standards and beliefs shared by a group of people, which helps an individual decide what is ‘right’, what can be ok, how to feel, what to do and how to go about it….. “The way we do things around here” The sum of conscious and unconscious values, ideas, attitudes and symbols that shape human behaviour and that are transmitted from one generation to the next…. “The collective programming of the mind that distinguishes the members of one category of people from those of another” So…. What is culture ???? somi

  9. A CULTURAL FRAMEWORK Education Religion Values & Attitudes Social organisations Law & Politics CULTURE Language & Symbols Technology & Material culture Aesthetics somi

  10. The basic concept (principles) of marketing remains constant whether one is selling goods or services in the home market or foreign countries. However a consumer-oriented marketing policy examines the various country-specific factors (examples): • social behaviour • religious outlook • class structure • attitude towards women • standard of hygiene • leisure habits • climatic conditions • currency differences • tariff structures • political stability • quota restrictions • taxation system • labour conditions • transportation system • literacy somi

  11. LANGUAGE IS AN INTEGRAL PART OF CULTURE •Zürich hotel. „Because of the impropriety of entertaining guests of the opposite sex in the bedroom, it is suggested that the lobby be used for this purpose.” •Black Forest camping site:„It is strictly forbidden on our Black Forst camping site that people of different sex, for instance, men and women, to live together in one tent unless they are married with each other for that purpose.” •Copenhagen airline office:”We take your bags and send them in all directions.” somi

  12. Social/cultural Language, religion, values, social organisation, material culture Legal Local domestic laws International law Home domestic laws ECONOMIC Developed economy Emerging economy Less developed econ Currency movements S L E Ecology rainfall, temperature, seasons Environmentalinfluences on international marketing T P Technological Satelite communctn Internet WWW The electronic superhighway Political Operational restrictions Discriminatory restrictions Physical actions DOOLE & LOWE somi 17-27

  13. Social/cultural Language, religion, beliefs, values, social organization, bribery, material culture, negotiation SOCIAL/CULTURAL COMPONENTS OF CULTURE beliefs values customs Material: technology- understanding, skills, economics Institutions: man/woman, education, social groups, family values Humans and the universe: religions, beliefs Aesthetics- beauty, colors, music, symbolic meanings language- communica-tion, advertising, brand names LAYERS OF CULTURE regional/religious/linguistic level social class level gender level generation level national level 18-27 somi

  14. Social/cultural Language, religion, beliefs, values, social organization, bribery, material culture, negotiation CULTURE&CONSUMER BEHAVIOUR CULTURAL INFLUENCES cultural forces cultural message religion, history, family, language, education, arts symbols, morals, knowledge, rules of behaviour consumer decision process selecting, prioritising wants, decision making CULTURAL DIFFERENCES consumer buying process (involvement, perceived risk, cognitive style) Maslow’s hierarchy of needs (high self-esteem China, KFC) buying process individual- family influence of social institutions- charities somi

  15. CONSIDERATION (examples) OF SOME SOCIAL/CULTURAL ASPECTS Population: 2010 – 6.9 billion 2015 – 7.9 billion Problems associated with growth raw materials energy environmental quality of life 76% of world underdeveloped - +2% annual increase Regulation– autocratic tendencies! Education – e.g in USA whilst 36% with higher degree about 15% illiterate Demography: - e.g. in USA currently 50% households = couples --- this is rapidly declining …. Ramifications????? somi 20-27

  16. DON’T LET WHAT YOU CANNOT DO INTERFERE WITH WHAT YOU CAN DO. JOHN WOODEN Somi

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