Mndliche Prfung BWL I Marketing 12 SWS Inhalt

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

Undergraduate vs. Graduate Study and der SU Durchschnittsalter: Anspruch: Aufwand:

Das Pinehurst-Haus

International Marketing

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

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

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

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

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

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

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

Business Marketing

Business Marketing Why study Business Marketing? • • Business market is larger than the consumer market Most graduates begin their careers with b 2 b firms Need for innovative business marketing strategies Business market differs from the consumer market Business Marketing

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

The Organizational Buying Process Recognizing the need Developing product specifications Soliciting bids from potential supplier Making the purchase decision Issuing the contract Inspecting delivered goods for quality Evaluating vendor performance Business Marketing

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

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

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

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

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

Management of Multinational Business

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

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

Example: Singapore Values Uncertainty Avoidance Low High Self-Orientation Individualism Collectivism Power Distance Low High Assertiveness Masculine Feminine Environment Control Submit Human Nature Good Evil Time Monochronic Polychronic Space Privat Public Context Low High Assumptions Management of Multinational Business

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

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