Mündliche Prüfung

BWL I

Marketing

12 SWS

Inhalt

Leben und Studieren in Salisbury

International Marketing

Business Marketing

Management of Multinational Business

Ausblick

Salisbury University

Classroom

Karsten

Business MarketingInt. ManagementStrategic Mgmt.EntrepreneurshipSmall Bus. ConsultingBusiness & SocietyInt. FinanceCorporate FinanceGolfScuba Diving

Robert

Int. MarketingInt. ManagementEntrepreneurshipInt. FinanceCorporate Finance Spanish ISpanish IIFund of CommunicationIInterpers. CommunicationHealth&Fitness: Swimming

Timo

Int. MarketingBusiness MarketingInt. ManagementStrategic Mgmt.EntrepreneurshipBusiness & SocietyInt. FinanceCorporate FinanceScuba Diving

Undergraduate vs. Graduate Study and der SU

Durchschnittsalter:

Anspruch: Aufwand:

Das Pinehurst-Haus

International Marketing

The International Marketing Task

7

Political/legalforces

Economicforces

1

2

Environmentaluncontrollablescountry market A

Environmentaluncontrollablescountrymarket B

Environmentaluncontrollablescountrymarket C

Competitivestructure Competitive

Forces

Level of Technology

Price Product

Promotion Channels of distribution

Geography and

Infrastructure

Foreign environment(uncontrollable)

Structure ofdistribution

Economic climate

Cultural forces

3

45

6

7Political/

legalforces

Domestic environment(uncontrollable)

(controllable)

Multinational Cooperation

•Free Trade Area: NAFTA

•Customs Union: GATT

•Economic Union: EU

.

•Political Union ??? (expl: US)

International Marketing

The Age of High Mass Consumption

BEM – Big Emerging Markets (China, India)

Efforts of WTO (Mexico, Poland)

International Marketing

Economic Development

Bribery

FCPA – Foreign Corrupt Practices Act

US – Germany – Japan

International Marketing

Pricing

Obstacles: Price Escalation (Costs of Exporting)

• Inflation, Exchange Rates

• Middle Man, Transportation

International Marketing

Japanese Distribution Structure

•High Density Middlemen

•Channel Control

•Business Philosophy

•Large-Scale Retail Store Law and Its Successor

•Changes Effected by SII

International Marketing

Example: Pricing

• Skimming vs. Penetration

• Obstacles:

– Parallel Imports

– Price Escalation (Costs of Exporting)

• Inflation, Exchange Rates

• Middle Man, Transportation

International Marketing

Business Marketing

Business Marketing

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

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

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

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

Price Planning and Strategy

• Competitive bidding

• Leasing

• Discounts

– Trade discounts

– Quantity discounts

– Cash discounts

Business Marketing

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

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

Term Project: Marketing Plan

Karsten: Radio Frequency Identification Systems

Timo: Electronic Fingerprint Access Control

Business Marketing

Management of Multinational Business

Management of Multinational Business

Management-Praktiken sind nicht überall gleich!

In Mexiko sank die Leistung eines Fabrikarbeiters nach der Einführung von Leistungslohn drastisch...

Ansatz

Management Concept

Prämissen (assumptions)

Werte (values)

Organization Labor Relations HR Motivation

Leadership Communication

Negotiation

Ethics

Management of Multinational Business

Example: Singapore

Uncertainty Avoidance Low High

Self-Orientation Individualism Collectivism

Power Distance Low High

Assertiveness Masculine Feminine

Environment Control Submit

Human Nature Good Evil

Time Monochronic Polychronic

Space Privat Public

Context Low High

Assumptions

Values

Management of Multinational Business

Consequences for Organization

High Power Distance Centralization

Low Uncertainty Avoidance Less formalization

Collectivism Loyalty to organization &

ongoing business

relationships

Management of Multinational Business

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

On the way to Germany...

The first student Prof. Hoffman, Prof. Adams + class

Alumni-Webpage

Für Erinnerungen, zum Kennenlernen und Einleben in Salisbury

Danke!

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