Transcript somi
THERE IS ALWAYS A BETTER WAY! SEEK IT! FIND IT !!! somi 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 [email protected] somi 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] somi 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 somi 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. somi 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 somi 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 somi 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 somi DEFINITIONS OF MARKETING 19/25 somi "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 somi 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 somi 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 somi MARKETING ???? SCIENCE PROFESSION ART 23/25 somi public relations advertising promotion. packaging price sales information system MARKETING transaction PRACTICE distribution sponsorship demand assessment 24/25 product relationship nurturing somi LIFE IS A SERIES OF MOMENTS. TO LIVE EACH ONE IS TO SUCCEED. CORTINA KENT somi