Global Marketing Management

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Styles Global Marketing Management Global Marketing Management System (Second Edition)

Styles Global Marketing Management Global Marketing Management System (Second Edition)

Global Marketing Management System (Second Edition) - Management a european perspective warren j. Keegan bodo b. Schlegelmilch creation to worldwide advertising and marketing keegan/schlegelmilch global advertising management: a european attitude bankruptcy 1/ 2 evaluate the advertising concept the three key elements of advertising and marketing scope and obstacles of global marketing significance of global marketing management orientation and international advertising elements supporting or inhibiting global integration summary keegan/schlegelmilch worldwide marketing control: a european angle bankruptcy 1/ three getting to know targets know-how how the world economy developed over the past decades understanding the effect of globalization at the marketing area mastering about the interdependencies among control orientation and marketing overall performance know-how the factors helping or inhibiting global advertising and marketing sports keegan/schlegelmilch international advertising and marketing management: a european perspective bankruptcy 1/ four advertising: a everyday field advertising and marketing (1): the system of focusing sources and objectives of an organisation on environmental possibilities and wishes marketing (2): a hard and fast of ideas, gear, theories, practices, methods, and experiences even though a conventional discipline, advertising exercise varies from united states of america to country keegan/schlegelmilch international advertising and marketing control: a ecu attitude chapter 1/ five the advertising idea (1) concept has chanced dramatically 1950’s: recognition on merchandise 1960’s: consciousness on client orientation development of advertising mix: product, charge, promoting, location (4p’s) keegan/schlegelmilch global marketing management: a european perspective chapter 1/ 6 the advertising and marketing concept (2) 1990’s: awareness on patron within the context of the wider external environment e.G. Competition, government policy and law focus on stakeholder fee e.G. Employees, clients, shareholders, society keegan/schlegelmilch global marketing management: a ecu perspective chapter 1/ 7 the advertising concept (three) these days:  key responsibilities of advertising consciousness on consumer and his/her surroundings create cost for consumers and stakeholder shift closer to focus on handling strategic partnerships positioning of company in value chain to optimize value introduction profit as a measure of achievement, not an end in itself keegan/schlegelmilch international advertising and marketing control: a eu perspective bankruptcy 1/ eight the three key elements of advertising fee differentiation awareness keegan/schlegelmilch global advertising control: a eu perspective chapter 1/ nine the three key factors of advertising - value  aim: create value that is greater than the cost created by means of competition  method:  expand or enhance product and/ or carrier benefits  reduce the fee  integrate those elements keegan/schlegelmilch worldwide marketing management: a ecu angle bankruptcy 1/ 10 the three key elements of advertising and marketing - fee v = value b = perceived benefits – perceived charges p = rate v = b / p keegan/schlegelmilch international marketing management: a eu perspective bankruptcy 1/ 11 the 3 key elements of advertising and marketing - differentiation  aim: create aggressive benefit through differentiation  gain can exist in any detail of a organisation’s offer: e.G. Product, rate, advertising  aggressive benefit must be sustainable over extended time period  bmw: mixture of advanced production abilties and advertising abilties keegan/schlegelmilch global marketing control: a ecu attitude bankruptcy 1/ 12 the 3 key elements of advertising - consciousness  goal: a concentration of interest and assets  requirement to create patron fee at a aggressive gain  a viable manner for small and medium sized corporations to gain dominant role in world marketplace  frequentis: ninety export proportion with air traffic manipulate systems keegan/schlegelmilch international marketing control: a eu attitude bankruptcy 1/ 13 scope and limitations of world marketing  advertising area is ordinary but markets and customers are quite exceptional  three domain names of information applicable to global managers  pass-cultural know-how  us of a/ local know-how  cross-border transactions knowledge  need for “international localization”: adjustment of world advertising strategies to neighborhood requirements keegan/schlegelmilch global marketing control: a ecu attitude chapter 1/ 14 significance of global advertising  sports inside the global area are of eminent importance to organizations in attaining maximum increase capacity  e.G.: Ninety four of global market potential for german businesses is out of doors of germany  trend: a big wide variety of industries can be dominated through a handful of world corporations keegan/schlegelmilch international advertising management: a ecu angle chapter 1/ 15 management orientation and international marketing (1)  different management orientations inside the global arena – eprg framework regiocentric ethnocentric geocentric polycentric keegan/schlegelmilch global advertising and marketing control: a european attitude bankruptcy 1/ 16 control orientation and global advertising (2)  ethnocentric orientation:  function for domestic and global groups  advertising possibilities out of doors the home market are pursued by way of extending various elements of the advertising and marketing mix  polycentric orientation  function for multinational businesses  marketing blend is adapted through autonomous united states managers keegan/schlegelmilch global marketing management: a ecu perspective chapter 1/ 17 management orientation and international advertising and marketing (three)  regiocentric or geocentric orientation:  characteristic for worldwide and transnational businesses  marketing possibilities are pursued through each, extension and model strategies in international markets keegan/schlegelmilch international marketing control: a eu perspective chapter 1/ 18 factors helping or inhibiting worldwide integration (1)  driving forces  era  regional monetary agreements  marketplace wants and needs  transportation and conversation upgrades  product development fees  great  world financial tendencies  leverage keegan/schlegelmilch worldwide advertising and marketing management: a european attitude bankruptcy 1/ 19 elements helping or inhibiting international integration (2)  restraining forces  control myopia  ethnocentric employer culture  country wide controls keegan/schlegelmilch international advertising control: a european attitude bankruptcy 1/ 20 precis  worldwide marketing is the process of focusing resources on global advertising possibilities  purpose, to create client cost and aggressive benefit via keeping attention  3 classifications of control orientation: ethnocentric, polycentric, regiocentric, geocentric  worldwide marketing significance is fashioned by using a diffusion of riding and restraining forces.

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