Table of Contents 1.0 Introduction 1 2.0 Culture 2 2.1 Relationship 2 2.2 Language 3 2.3 Beliefs 4 2.4 Blending culture 4 3.0 Market Segmentation 5 3.1 Demographic Segmentation 5 3.2 Price segmentation 6 3.3 Geographical Segmentation 6 4.0 Market Entry 7 5.0 Redesign of products or services 8 6.0 Product adaptation 9 7.0 Other Problems 10 7.1 Diseases Outbreak 10 7.2 Economic Recession 11 7.3 Labour Force 11 8.0 Long Term Goals 12 9.0 Conclusion 13
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References: 1 International Marketing – Philip Cateora & John Graham (13th Edition) Case 2-1 p.614. 2 International Marketing – Philip Cateora & John Graham (13th Edition) Case 2-1 p.615. 3 http://www.fundinguniverse.com/company-histories/euro-disney-s-c-a-history/ 4 http://www.citymayors.com/features/cost_survey.html#Anchor-The-49575 5 http://www
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key. In order to penetrate emerging markets‚ businesses must go through the four phase planning process: preliminary analysis and screening‚ define market segments with proper marketing mix‚ develop marketing plan‚ and implementation and control (Cateora‚ 2013). Entering any market‚ especially an emerging market requires careful planning. In order for the company to make an educated decision‚ the company must conduct a preliminary market analysis to properly plan for the challenges that may lay
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obtain market research about Chinese consumers. Not easily as it turns out” (7) Market research is traditionally defined as “the systematic gathering‚ recording and analysing of data to provide information useful in marketing decision making ((5) Cateora and Graham‚ 2007‚ pg 214). However‚ when conducting research in other markets the international market researcher faces many potential problems and challenges that they would not face in their own country‚ and it becomes quite complex to “systematically
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1 Case Summary: This case takes about the problem that happened between a American shipment that was delivered to Germany the shipment was prok levers but the mistake that the six of the pork a male and the German wanted a female so as u can noticed the problem happened because the lack of information and the study of the culture. Case Questions: 1) In this dispute‚ which country’s law would apply‚ that of the United States or of Germany? Germany 2) If the case were tried in U.S. courts
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INTERNATIONAL BUSINESS AND TRADE Objectives: The primary objective of this course is to acquaint the students to emerging Global Trends in Business Environment. Course Contents: International Business: An Overview - Types of International Business; The External Environment; The Economic and Political Environment‚ The Human Cultural Environment‚ Influence on Trade and Investment Patterns‚ Recent World Trade Trend‚ Recent Foreign Investment Trend. Theories and Institutions: Trade and
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payments. Current account is important because it includes all international merchandise trade and service accounts‚ that is‚ accounts for the value of all merchandise and services imported and exported and all receipts and payments from investments. (Cateora‚ Gilly & Graham 2010) The current account balance is one of the major measures to determine the nature of a country’s foreign trade. A current account outstanding increase will directly add to in a country’s net foreign assets by the corresponding
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Case 3-4 Marketing to the Bottom of the Pyramid Central Issues The concept of the Bottom of the Pyramid (BOP) market was originally developed by C.K. Prahalad in “The Fortune at the Bottom of the Pyramid” to highlight a large potential market made up of a large segment of the world’s population that has‚ until recently‚ been an ignored market segment among multinational companies. In an age of increasing global competition and near-saturation for some products in more mature markets‚ this
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Unit 4: Marketing Principles Section 4: Understand and use the marketing mix in different contexts * Plan marketing mixes for two different segments in the consumer markets To enable an explanation of the use of marketing mixes for two segments in the consumer market‚ it is intended to use a food product which is entering a competitive UK market. In this case‚ it is intended to concentrate on two diverse products: 1. Low salt and fat cheddar (blocks) 2. Handy sealed multi packs each
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strategies across the globe (Keegan‚ 2002). Other interpretations are “International Marketing is the performance of business activities that direct the flow of a company ’s goods and services to consumers or users in more than one nation for a profit (Cateora and Ghauri‚1999). The international market goes beyond the export marketer and becomes more involved in the marketing environment in the countries in which it is doing business (Keegan‚ 2002). The simplest to the complex involvement would depend on
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