Global Marketing

Question 1

Markteintrittsstrategien

Answer 1

-Indirect exporting: using another domestic company
-Direct exporting: Producing firm takes care of its own exports, products sold to agents + distributors
-Licensing: Licensor gives licensee rights to manufacture certain products/ parts of the business
-Franchising: Franchisor gives right to franchisee, encompasses all aspects of the business
-Joint ventures: Partnership between parties, often based in different countries -> single legal entity, v strategic alliances: cooperation but separate, no new legal entity
-Direct investment: Owning own foreign-based operation

Question 2

Pull + Push Motives to go international

Answer 2

-Pull: arise from attractive conditions + favorable development in foreign market
-Push: reflect characteristics of enterprise given by resources/ competitiveness/ PLC

Question 3

Country of Origin Perception

Answer 3

Mental associations + beliefs triggered by a country, product perceived based on its origin

Question 4

Hofstede Model/ Kulturdimensionen

Answer 4

-Machtdistanz
-Individualismus vs. Kollektivismus
-Maskulinität vs. Femininität
-Unsicherheitsvermeidung
-Langzeit- vs. Kurzzeitorientierung
-Nachgiebigkeit vs. Beherrschung (indulgence v restraint)

Question 5

Internationale 4 Ps

Answer 5

-Produktanpassungen/ -standardisierung
-Promotion: Übersetzungen, country-of-origin perceptions
-Preis Eskalation/ dumping/ graue Märkte
-Distribution channels and infrastructure can be different