THERE IS ALWAYS A
BETTER WAY!
SEEK IT!
FIND IT !!!
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BUDAPESTI GAZDASÁGI FŐISKOLA
INTERNATIONAL MARKETING
LECTURE- 1
In English
17th February 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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ASSESSMENT METHOD
End of year written examination
60%
Two (2) ‘mini’ exams of 20 min. duration
during unannounced lectures
40%
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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INTERNATIONAL
=
BETWEEN TWO NATIONS
the word implies two-way interaction only but most
people today use it for extra-domestic activities.
MARKETING
=
PROVIDING GOODS AND SERVICES
NEEDED BY INDIVIDUALS, CORPORATIONS AND
GOVERNMENTS, IN A WAY THAT BUILDS RELATIONSHIPS AS
WELL AS MAKING PROFIT.
INTERNATIONAL + MARKETING
A company in one country trying to satisfy the
needs of customers in another country .....
not so easy.
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International
Marketing
All marketing
efforts in/to
foreign
countries
Foreign
Marketing
Marketing
within foreign
countries
DEFINITIONS
Multinational
Marketing
Global
Marketing
Marketing to a
number of (quite)
different countries
Coordinating
marketing in many
countries;
the world as a single
market
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SO INTERNATIONAL MARKETING ……
…. is simply the application of marketing
principles to more than one country
The international market goes beyond the export
marketer and becomes more involved in the
marketing environment in the countries in which it
is doing business.
International Marketing is the performance of
business activities that direct the flow of a
company's goods and services to consumers or
users in more than one nation for a profit.
16/25
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SCIENCE AND ‘MARKETING’
NATURAL SCIENCES
Rate of Development
- physics, chemistry, biology, zoology
astronomy, geology ..
CAUSE -- EFFECT
OTHER SCIENCES
- psychology, sociology, education,
marketing, communication,
economics, commerce, finance …….
1800
18/25
1850
1900
Time
1950
2000
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DEFINITIONS OF MARKETING
19/25
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"Marketing is not the art of
finding clever ways to
dispose of what you make.
It is the art of creating
genuine
customer value."
- Philip Kotler
20/25
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Marketing is a total system of interacting
business activities designed to
plan, price, promote and distribute
want-satisfying products and services to
present and potential customers.
William J. Stanton
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21/25
Assessing the past from the present’s
viewpoint in order to attempt to
predict the future so as to satisfy
demands with rewarding results.
Learning from past experience and
trends, utilizing current knowledge and
methods assessing future demands
and behaviour with the expectancy of
rewarding results
22/25
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MARKETING ????
SCIENCE
PROFESSION
ART
23/25
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public
relations
advertising
promotion. packaging
price
sales
information
system
MARKETING
transaction
PRACTICE
distribution
sponsorship
demand
assessment
24/25
product
relationship
nurturing
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LIFE IS A SERIES
OF MOMENTS.
TO LIVE EACH
ONE IS TO
SUCCEED.
CORTINA KENT
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