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Mündliche Prüfung BWL I Marketing 12 SWS. Inhalt Leben und Studieren in Salisbury International Marketing Business Marketing Management of Multinational.

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Presentation on theme: "Mündliche Prüfung BWL I Marketing 12 SWS. Inhalt Leben und Studieren in Salisbury International Marketing Business Marketing Management of Multinational."— Presentation transcript:

1 Mündliche Prüfung BWL I Marketing 12 SWS

2 Inhalt Leben und Studieren in Salisbury International Marketing Business Marketing Management of Multinational Business Ausblick

3 Salisbury University

4 Classroom Karsten Business Marketing Int. Management Strategic Mgmt. Entrepreneurship Small Bus. Consulting Business & Society Int. Finance Corporate Finance Golf Scuba Diving Robert Int. Marketing Int. Management Entrepreneurship Int. Finance Corporate Finance Spanish I Spanish II Fund of CommunicationI Interpers. Communication Health&Fitness: Swimming Timo Int. Marketing Business Marketing Int. Management Strategic Mgmt. Entrepreneurship Business & Society Int. Finance Corporate Finance Scuba Diving

5 Undergraduate vs. Graduate Study and der SU Durchschnittsalter: Anspruch: Aufwand:

6 Das Pinehurst-Haus

7 International Marketing

8 The International Marketing Task 7 Political/legal forces Economic forces 1 2 Environmental uncontrollables country market A Environmental uncontrollables country market B Environmental uncontrollables country market C Competitive structure Competitive Forces Level of Technology PriceProduct Promotion Channels of distribution Geography and Infrastructure Foreign environment (uncontrollable) Structure of distribution Economic climate Cultural forces Political/ legal forces Domestic environment (uncontrollable) (controllable)

9 Multinational Cooperation Free Trade Area: NAFTA Customs Union: GATT Economic Union: EU. Political Union ??? (expl: US) International Marketing

10 The Age of High Mass Consumption BEM – Big Emerging Markets (China, India) Efforts of WTO (Mexico, Poland) International Marketing Economic Development

11 Bribery FCPA – Foreign Corrupt Practices Act US – Germany – Japan International Marketing

12 Pricing Obstacles: Price Escalation (Costs of Exporting) Inflation, Exchange Rates Middle Man, Transportation International Marketing

13 Japanese Distribution Structure High Density Middlemen Channel Control Business Philosophy Large-Scale Retail Store Law and Its Successor Changes Effected by SII International Marketing

14 Example: Pricing Skimming vs. Penetration Obstacles: – Parallel Imports – Price Escalation (Costs of Exporting) Inflation, Exchange Rates Middle Man, Transportation International Marketing

15 Business Marketing

16 Why study Business Marketing? Business market is larger than the consumer market Most graduates begin their careers with b2b firms Need for innovative business marketing strategies Business market differs from the consumer market Business Marketing

17 Business Market vs. Consumer Market Fewer and larger buyers purchase in large volume Professional buying Multiple buying influences Complex negotiations Close supplier-customer relationship More direct channels of distribution Business Marketing

18 The Organizational Buying Process Business Marketing Recognizing the need Developing product specifications Soliciting bids from potential supplier Making the purchase decision Issuing the contract Inspecting delivered goods for quality Evaluating vendor performance

19 Marketing Research Differences in Marketing Research –More firsthand information –Potential customers can be identified easily –Focus is less on product attributes, but on market potential and buying processes Business Marketing

20 Price Planning and Strategy Competitive bidding Leasing Discounts –Trade discounts –Quantity discounts –Cash discounts Business Marketing

21 Distribution Most manufactured business goods are sold directly to users Indirect channels can be reasonable when –The market is widely scattered –Small orders –Goods made for inventory Channel Conflicts –Second Product Lines Carried –Inventory Levels Business Marketing

22 Promotion Professional Selling Salespeople act as a link between manufacturer and customer Long-term and relationship orientated Other elements of the promotional mix just support personal selling Business Marketing

23 Term Project: Marketing Plan Karsten: Radio Frequency Identification Systems Timo: Electronic Fingerprint Access Control Business Marketing

24 Management of Multinational Business

25 Management-Praktiken sind nicht überall gleich! In Mexiko sank die Leistung eines Fabrikarbeiters nach der Einführung von Leistungslohn drastisch...

26 Ansatz Management Concept Prämissen (assumptions) Werte (values) OrganizationLabor RelationsHRMotivation LeadershipCommunication Negotiation Ethics Management of Multinational Business

27 Example: Singapore Uncertainty AvoidanceLowHigh Self-OrientationIndividualismCollectivism Power DistanceLowHigh AssertivenessMasculineFeminine EnvironmentControlSubmit Human NatureGoodEvil TimeMonochronicPolychronic SpacePrivatPublic ContextLowHigh Assumptions Values Management of Multinational Business

28 Consequences for Organization High Power Distance Centralization Low Uncertainty Avoidance Less formalization Collectivism Loyalty to organization & ongoing business relationships Management of Multinational Business

29 Consequences for Leadership High Power Distance Autocratic leadership style Low Uncertainty Avoidance + Achievement motivation: Masculine Culture More autonomy Challenges Pay by individual performance Management of Multinational Business

30 On the way to Germany... The first studentProf. Hoffman, Prof. Adams + class

31 Alumni-Webpage Für Erinnerungen, zum Kennenlernen und Einleben in Salisbury

32 Danke! Ein herzliches Dankeschön an Prof. Trommsdorff, Justin Becker und Jutta Gbur


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