NEVER SWAP
YOUR INTEGRITY
FOR MONEY,
POWER, OR FAME.
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BUDAPESTI GAZDASÁGI FŐISKOLA
INTERNATIONAL MARKETING
LECTURE- 4
In English
9th March 2012 – FRIDAY
0940hr –1110hr (E.F. 13-15)
Miklós
(Nicholas)
SOÓS
0630 265 9638
miklosoos@hotmail.com
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LECTURE DATES - TIMES - LOCATION
RE: Miklós (Nicholas) SOÓS
1. FEB. 17.
0940-1110 [E.F.13-15]
2. FEB. 24.
0940-1110 [E.F.13-15]
3. MARCH 2.
0940-1110 [E.F.13-15]
4. MARCH 9.
0940-1110 [E.F.13-15]
5. MARCH 16.
VACATION
6. MARCH 23.
VACATION
7. MARCH 30.
0940-1110 [E.F.13-15] – re. feb.10
8. APR. 6.
0940-1110 [E.F.13-15]
9. APR. 13.
0940-1110 [E.F.13-15]
10. APR. 20.
0940-1110 [E.F.13-15]
11. APR. 27.
0940-1110 [E.F.13-15]
12. MAY 4.
0940-1110 [E.F.13-15]
13. MAY 11.
0940-1110 [E.F.13-15]
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SOURCES, REFERENCES – SUGGESTED READINGS
The course is NOT based on any specific textbook. The following are recommended.
International Marketing, Cateora, P. & Graham, J. (2005) 12th edition, McGraw-Hill
Global Marketing, Hollensen, S. (2004) 3rd edition, Prentice Hall
International Marketing Strategy, Doole, I. & Lowe, R (2004) 4th edition Thomson
International Marketing and Export Management, Albaum G, Prentice Hall London
Principles of Marketing, Kotler P et. Al, 2nd European edition, Prentice Hall E. 2003
Principles of Marketing, Jobber D, McGraw-Hill
Principles of Marketing, Brassington F, Financial Times Prentice Hall, 2000
Marketing on the Internet: Principles of online marketing, Strauss J & Raymond
F, Prentice Hall,1999
Internet sites:
www.pmcinc.org/
www.tradeport.org
www.FAS.USDA.gov
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ASSESSMENT METHOD
End of year written examination
60%
Two (2) ‘mini’ exams of 20 min. duration
during unannounced lectures
40%
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Where we finished
last week.
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INTERNATIONAL MARKETING CONCEPT?
So what are the differences
between domestic and
international marketing?
The concepts, the methods are the same
the culture the enviroment are
the differences.
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INTERNATIONAL MARKETING
Why are we concerned with culture?
The marketing significance of culture is that it affects buyer behaviour
So…. What is culture ????
“Ways of living, built up by a group of human beings”
A set of standards and beliefs shared by a group of people,
which helps an individual decide what is ‘right’, what can be
ok, how to feel, what to do and how to go about it…..
“The way we do things around here”
The sum of conscious and unconscious values, ideas, attitudes
and symbols that shape human behaviour and that are
transmitted from one generation to the next….
“The collective programming of the mind that distinguishes the
members of one category of people from those of another”
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A CULTURAL FRAMEWORK
Education
Social
organisations
Language
&
Symbols
Religion
CULTURE
Technology
&
Material culture
Values &
Attitudes
Law
&
Politics
Aesthetics
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The basic concept (principles) of marketing remains constant whether one is
selling goods or services in the home market or foreign countries.
However a consumer-oriented marketing policy examines the various
country-specific factors (examples):
social behaviour
religious outlook
class structure
attitude towards women
standard of hygiene
leisure habits
climatic conditions
currency differences
tariff structures
political stability
quota restrictions
taxation system
labour conditions
transportation system
literacy
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LANGUAGE IS AN INTEGRAL PART OF CULTURE
•Zürich hotel. „Because
of the impropriety of
entertaining guests of the opposite sex in the
bedroom, it is suggested that the lobby be used
for this purpose.”
•Black Forest camping site: „It
is strictly forbidden on our
Black Forst camping site that people of different
sex, for instance, men and women, to live
together in one tent unless they are married with
each other for that purpose.”
•Copenhagen airline office: ”We
take your bags and send
them in all directions.”
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Social/cultural
Legal
ECONOMIC
Language, religion,
values, social
organisation, material
culture
Local domestic laws
International law
Home domestic laws
Developed economy
Emerging economy
Less developed econ
Currency movements
S
L
E
Ecology
rainfall,
temperature,
seasons
P
Political
Operational
restrictions
Discriminatory
restrictions Physical
actions
17-27
Environmental
influences
on
international
marketing
T
Technological
Satelite communctn
Internet
WWW
The electronic
superhighway
DOOLE & LOWE
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Social/cultural
Language, religion,
beliefs, values, social
organization, bribery,
material culture,
negotiation
SOCIAL/CULTURAL
COMPONENTS OF CULTURE
beliefs
Material:
technologyunderstanding,
skills,
economics
customs
values
Institutions:
man/woman,
education,
social groups,
family values
Humans
and the
universe:
religions,
beliefs
Aestheticsbeauty, colors,
music,
symbolic
meanings
languagecommunication,
advertising,
brand names
LAYERS OF CULTURE
national
level
18-27
regional/religious/
linguistic level
gender
level
generation
level
social class
level
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Social/cultural
Language, religion,
beliefs, values, social
organization, bribery,
material culture,
negotiation
CULTURE & CONSUMER BEHAVIOUR
CULTURAL INFLUENCES
cultural forces
cultural message
religion, history, family,
language, education,
arts
symbols, morals,
knowledge, rules of
behaviour
consumer decision process
selecting, prioritising
wants, decision making
CULTURAL DIFFERENCES
Maslow’s
hierarchy of
needs (high selfesteem China,
KFC)
buying
process
individualfamily
influence of
social
institutionscharities
consumer buying
process
(involvement,
perceived risk,
cognitive style)
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CONSIDERATION (examples) OF SOME SOCIAL/CULTURAL ASPECTS
Population:
2010 – 6.9 billion
2015 – 7.9 billion
Problems associated with growth
raw materials
energy
environmental
quality of life
76% of world underdeveloped - +2% annual increase
Regulation – autocratic tendencies!
Education – e.g in USA whilst 36% with higher degree about 15% illiterate
Demography: - e.g. in USA currently 50% households = couples --- this is
rapidly declining …. Ramifications?????
20-27
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DON’T LET WHAT
YOU CANNOT DO
INTERFERE WITH
WHAT YOU CAN
DO.
JOHN WOODEN
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