Marketing bán hàng - Chapter 9: Financial statementsEBITDA is the earnings before interest expense, interest income, income taxes, depreciation and amortization. It measures the profitability of a company’s operations without the impact of its debt, investments and long-term assets. It is the basic measurement of the day-to-day health of the company’s operations.
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Marketing bán hàng - Chapter 9: Foreign market entry strategiesAdvantages - quick expansion (entry) when capital is scarce - very low risk - allowing host country to gain technology and create jobs - allowing host country and licensee to keep most profit - circumventing trade barriers
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Marketing bán hàng - Chapter 8: Marketing research and information systemReliability - instrument yielding consistent results Internal Validity - instrument measuring what it is supposed to measure External Validity - ability to generalize research result to other populations
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Marketing bán hàng - Chương 8: Personal financingThe internet enables a new venture to develop without significant overhead costs Internet video conferencing for meetings Project management software such as Basecamp Outsourced HR software Locating experts who can work as “pay-as-you-go” consultants No need for offices, etc. etc. Use of MVP Use of Crowd-sourcing Such ventures can be much m...
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Marketing bán hàng - Chapter 7: Ownership questionsEstablish a procedure to fill vacancies on the board. Designate the executive officers of the company. Determine whether the officers should be elected by the stockholders or appointed by the board. Determine each officer’s title and responsibilities.
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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
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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.
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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
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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
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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
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