Marketing 2nd Ed.

International Enterprise

The Open University

Publisher: The Open University, 2001, 63 pages

ISBN: 0-7492-7681-9

Keywords: International Enterprise, Open University Business School, MBA, Marketing

Last modified: Jan. 25, 2014, 11:30 p.m.

Open University Business School MBA B890 International Enterprise

  1. Introduction
    • Background to the unit
    • Aims and objectives
    • Overview of the unit
  2. International Marketing Research
    • 1.1 Problems Unique to International Marketing Research
      • Using Secondary Data
      • Teasing Out the Relevant Material
      • Generating Primary Data
      • Using Primary and Secondary data
      • New Technologies and International Research
      • Primary Research: Who Does It? A New Focus
    • 1.2 Conclusion
  3. The International Marketing Mix and Other Approaches
    • 2.1 Making the Product-Service Decision
      • Mass Customization and the Product-Service Mix
      • The Offering and International Market Segmentation
        • Segmentation by Market Clusters
        • Segmentation Across National Borders
        • Segmentations by Clusters Across Markets
      • Branding in the International Market
        • When Should Brands Be Global?
        • When Do We Settle for Adaptations to Local Needs?
        • Strategies for Globalization
        • Private Brands
      • The Offering and the Standardization/Adaptation Debate
    • 2.2 Distribution Channels
      • Choices
      • Factors Determining Choice
      • Can Channels be Standardized?
      • Agreements
      • Agency/Distribution Agreements
        • The Law Under Which the Agreement is Made
        • How Far Suppliers Should Exercise Power
      • Maintaining and Renewing Agency/Distributorship Agreements
      • Negotiations Within Agreements
      • Franchising
      • Licensing Agreements
      • Maintenance of Licensing Agreements
      • Joint Ventures
      • Agreements and the European Union
      • To Standardize or Adapt Agreements?
    • 2.3 Advertising and Promotion
      • Advertising
      • Choosing the Message
      • Selecting the Media
      • Evaluating Advertising Performance
      • Sales Promotion
      • Personal Selling
    • 2.4 Pricing
      • Commercial Factors Affecting Decisions
      • Decisions and Environmental Factors
        • Currency of Quotations
      • Inflation Rates
      • Costs of Finance, Credit and Interest
      • Discriminatory Pricing
      • The Negotiated Price
      • A Standard or Market-Adapted Price?
      • The European Union Dimension in Pricing
      • Pricing and Globalization
      • Overcoming Foreign Exchange Shortages
    • 2.5 The Dilemma of International Managers
    • 2.6 A Complementary Approach
      • Different Aspects of Interaction
    • 2.7 Conclusion
  4. The Mix and its Relationship to Marketing Variables
    • 3.1 Transnational Organizations
    • 3.2 Global Organizations
    • 3.3 Multinational Organizations
    • 3.4 International Organizations
    • 3.5 Breadth of Choice
    • 3.6 Smaller Organizations
    • 3.7 Conclusion
  5. From Structures to Strategic Alliances and Networks to Communication and Negotiation
    • 4.1 Acquisitions, Mergers, Alliances, Networks and Relationships
    • 4.2 Politics and Negotiation
    • 4.3 Dilemmas for Negotiators
      • Should I be Co-operative or Competitive?
      • Should I be Friendly or Hostile?
      • Should I be Yielding or Resistant?
      • Should I be a Shaper or Responder?
    • 4.4 Communication and Meaning
      • Oral and Non-Verbal Factors
      • Situation
      • Social Context and Structure
    • 4.5 Culture and the Transference of Meaning
    • 4.6 Application of a Culture to a Negotiation Framework
      • Finding the Negotiation Range
      • Getting Movement
      • Establishing Common Ground
      • Trading Off
      • Packaging the Acceptable
      • Recording What Has Been Agreed
    • 4.7 Conclusion
  6. Conclusion to the Unit

Reviews

Marketing

Reviewed by Roland Buresund

Decent ****** (6 out of 10)

Last modified: Aug. 31, 2009, 3:53 p.m.

MBA material, what do you expect?

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