Marketing bán hàng - Chapter 7: Consumer behavior in the international contextIndividualism vs. Collectivism Large vs. Small Power Distance Strong vs. Weak Uncertainty Avoidance Masculinity vs. Femininity Temporal Orientation: short- vs. long-term
9 trang | Chia sẻ: huyhoang44 | Ngày: 20/03/2020 | Lượt xem: 649 | Lượt tải: 0
Marketing bán hàng - Chapter 6: Executive summaryObjective: Focus on relevant cost. Demonstrate ability to carry out implementation. Integrate operation costs with the financial section. Spell-out make/buy options. Explain use of external partners if planned. No more than 2 pages for this whole section.
34 trang | Chia sẻ: huyhoang44 | Ngày: 20/03/2020 | Lượt xem: 553 | Lượt tải: 0
Marketing bán hàng - Chapter 6: CultureHigh-Context Culture - indirect communication - message not understood without context - environment changing meanings of words - e.g., Japan, France, Asia, Middle East - compatible with "drama" advertising strategy
10 trang | Chia sẻ: huyhoang44 | Ngày: 20/03/2020 | Lượt xem: 760 | Lượt tải: 0
Marketing bán hàng - Chapter 5: Using the crowdIDEATION – the creation and augmentation of an original idea Platforms include - Innocentive, - NineSigma, - Brightidea, - ideascale - Ahhha Beware intellectual property risks May not be suitable at the early stage of a company UNLESS you just want to exploit an idea without building an organization
20 trang | Chia sẻ: huyhoang44 | Ngày: 20/03/2020 | Lượt xem: 604 | Lượt tải: 0
Marketing bán hàng - Chapter 5: Legal environmenta country's or court's application of national laws beyond its border E.g., USA and Foreign Corrupt Practices Act E.g., Belgium’s universal jurisdiction
13 trang | Chia sẻ: huyhoang44 | Ngày: 20/03/2020 | Lượt xem: 864 | Lượt tải: 0
Marketing bán hàng - Chapter 4: Customer / market analysisDo potential customer groups have different needs? Can the customers that fit into a given segment be identified? Are customers both willing and able to pay? Is the segment large enough to be profitable? Can the segment be reached in a cost-effective manner? For example, directly via the internet?
33 trang | Chia sẻ: huyhoang44 | Ngày: 20/03/2020 | Lượt xem: 726 | Lượt tải: 0
Marketing bán hàng - Chapter 4: Political environmentState-guided capitalism Oligarchic capitalism Big-firm capitalism Entrepreneurial capitalism Responsible Global Capitalism Karma capitalism
9 trang | Chia sẻ: huyhoang44 | Ngày: 20/03/2020 | Lượt xem: 790 | Lượt tải: 0
Marketing bán hàng - Chapter 3: Trade distortions and marketing barriersFinancial Control - Exchange Control - Multiple Exchange Rates - Prior Import Deposits and Credit Restrictions - Profit Remittance Restrictions
12 trang | Chia sẻ: huyhoang44 | Ngày: 20/03/2020 | Lượt xem: 593 | Lượt tải: 0
Marketing bán hàng - Chapter 3: Business modelsWe are part of a complex supply chain. Who are our key partners? Why do we need them and vice versa? What is unique about what we can do better than others? What are our key activities? How do we contribute to the value proposition? What are the needs for each subgroup of customers? What value are they seeking? What key resources do we need to p...
33 trang | Chia sẻ: huyhoang44 | Ngày: 20/03/2020 | Lượt xem: 810 | Lượt tải: 0
Marketing bán hàng - Chapter 2: Trade theories and economic developmentLeontief Paradox Tendency for countries with similar endowments to trade among themselves Offshoring Factor Mobility and Substitution Demand Marketing Trade Barriers
11 trang | Chia sẻ: huyhoang44 | Ngày: 20/03/2020 | Lượt xem: 624 | Lượt tải: 0
