TWO: THE BUSINESS INVIRONMENT 2.1 Political‚ Economic‚ Social and Technological analysis (PEST) ………………………………………………………….5 2.2 The effect of Culture and Sociology............................7 PART THREE: THE COMPANY MARKETING PLAN 3.1 Marketing (Country) selection and entry strategy……..8 3.2 Segmentation‚ targeting and positioning strategy……..8 3.3 Information and research strategy………………………...9 3.4 Production strategy……………………………………………9 3.5
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1. What are the basic goals of marketing? Are these goals relevant to global marketing? Marketing activities represent an organization’s efforts to satisfy customer wants and needs by offering products and services that create value. These goals are relevant in virtually every part of the world; however‚ when an organization pursues market opportunities outside of its home country (domestic) market‚ managers need an understanding of additional conceptual tools and guidelines. 2. Identify and
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Marketing Ethics Ǡ Prepared and written by Dr. Linda Ferrell‚ University of Wyoming M arketing ethics addresses principles and standards that define acceptable conduct in the marketplace. Marketing usually occurs in the context of an organization‚ and unethical activities usually develop from the pressure to meet performance objectives. Some obvious ethical issues in marketing involve clear-cut attempts to deceive or take advantage of a situation. For example‚ two former senior executives with
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Banyan Tree Hotel and Resorts John Kaendera MBA6400 International Marketing Professor Paul Herbig 7-10-2010 Introduction Banyan Tree Hotel and Resorts Banyan Tree Hotels and Resorts had become a leading player in the luxury resorts and spa market in Asia. As part of its growth strategy‚ Banyan Tree had launched new brands and brand extensions that included resorts‚ spas‚ retail outlets‚ and even museum shops. The company had to contemplate how to manage its brand portfolio and expand
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Chapter 3 International Marketing Discuss the bases of world trade. Give examples illustrating the different bases. History and geography has a great impact on the marketing progress. We must make sure that we understand how the history of different cultures impacts and guides how they focus their marketing efforts today. There were many areas that have a strong influence on world trade that were discussed in this chapter. Similar to modern day attitudes‚ China did not start out having a
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BUSINESS ETHICS CASE STUDY 1) What are Joseph’s ethical problems? Joseph is faced with some ethical problems such as honesty‚ conflicts of interest‚ fairness and bribes. He found out that Carl and other employees were using (kickback) with their customers. Even if the Alcon’s hand book didn’t say anything about the kickback‚ but it include this statement" our company stands for the right thing at all time and giving our customers the best products for the best price" so Joseph and the employees
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Ethics Case Study Everyday health care workers around the world are faced with tough decisions. The law guides many decisions but some decisions require ethical considerations. Making good ethical decisions is not always as easy as it seems. Making ethical decisions is even harder when the primary intention is to be helpful‚ but it is beyond an employee’s qualifications. Jerry’s Qualifications versus Necessary Qualifications Qualification as a medical assistant and a licensed practical
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of a country’s nuances so the culture can be viewed objectively. Cultural Borrowing- This is when a culture takes an idea from another culture to solve problems. Cultural Congruence- A marketing strategy in which products are marketed in a way similar to the norms of that culture. Planned change- A marketing strategy where the company goes out to change the elements which are resisting against the product. 2. What role does a marketer play as a change agent? The use of a new product causes
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Ethics Case Study Merck & Company invested millions of dollars to develop a treatment for river blindness‚ a disease of the developing world that has infected 18 million people and poses a risk for 127 million people. River blindness is caused by the bite of black flies that deposit larvae of a parasite under the skin of their victims. When the larvae mature into adult worms‚ the adults reproduce millions of the immature forms of the parasites that migrate throughout the tissues of the body causing
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I have chosen to write on this topic” Ethics in Marketing” because ethics in general always impact many aspects of businesses. Therefore‚ it is interesting to research how it impact marketing. Ethics are a collection of principles of right conduct that shape the decisions people or organizations make. Practicing ethics in marketing means consciously applying standards of fairness‚ or moral rights and wrongs‚ to marketing decision making‚ behavior‚ and practice in the organization. In a market economy
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