NEVER SWAP YOUR INTEGRITY FOR MONEY, POWER, OR FAME. Somi

BUDAPESTI GAZDASÁGI FŐISKOLA INTERNATIONAL MARKETING LECTURE- 4 In English 9th March 2012 – FRIDAY 0940hr –1110hr (E.F ) Miklós (Nicholas) SOÓS somi

LECTURE DATES - TIMES - LOCATION RE: Miklós (Nicholas) SOÓS 1.FEB [E.F.13-15] 2.FEB [E.F.13-15] 3.MARCH [E.F.13-15] 4.MARCH [E.F.13-15] 5.MARCH 16. VACATION 6.MARCH 23.VACATION 7.MARCH [E.F.13-15] – re. feb.10 8.APR [E.F.13-15] 9.APR [E.F.13-15] 10.APR [E.F.13-15] 11.APR [E.F.13-15] 12.MAY [E.F.13-15] 13.MAY [E.F.13-15] somi

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, 2 nd European edition, Prentice Hall E 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: somi

ASSESSMENT METHOD End of year written examination 60% Two (2) ‘mini’ exams of 20 min. duration during unannounced lectures 40% somi

Where we finished last week. somi

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. somi

“ 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 ” INTERNATIONAL MARKETING Why are we concerned with culture? The marketing significance of culture is that it affects buyer behaviour So…. What is culture ???? somi

A CULTURAL FRAMEWORK CULTURE Religion Values & Attitudes Education Technology & Material culture Social organisations Law & Politics Language & Symbols Aesthetics somi

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 somi

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.” LANGUAGE IS AN INTEGRAL PART OF CULTURE somi

Environmental influences on international marketing Social/cultural Language, religion, values, social organisation, material culture ECONOMIC Developed economy Emerging economy Less developed econ Currency movements Legal Local domestic laws International law Home domestic laws Political Operational restrictions Discriminatory restrictions Physical actions Technological Satelite communctn Internet WWW The electronic superhighway S LE P T somi DOOLE & LOWE Ecology rainfall, temperature, seasons 17-27

SOCIAL/CULTURAL Social/cultural Language, religion, beliefs, values, social organization, bribery, material culture, negotiation COMPONENTS OF CULTURE beliefs values customs LAYERS OF CULTURE national level regional/religious/ linguistic level gender level generation level social class level Material: technology- understanding, skills, economics Institutions: man/woman, education, social groups, family values Humans and the universe: religions, beliefs Aesthetics- beauty, colors, music, symbolic meanings language- communica- tion, advertising, brand names somi 18-27

CULTURE & CONSUMER BEHAVIOUR Social/cultural Language, religion, beliefs, values, social organization, bribery, material culture, negotiation CULTURAL INFLUENCES cultural forces religion, history, family, language, education, arts cultural message symbols, morals, knowledge, rules of behaviour consumer decision process selecting, prioritising wants, decision making CULTURAL DIFFERENCES Maslow’s hierarchy of needs (high self- esteem China, KFC) buying process individual- family influence of social institutions- charities consumer buying process (involvement, perceived risk, cognitive style) somi

CONSIDERATION ( examples) OF SOME SOCIAL/CULTURAL ASPECTS Population:2010 – 6.9 billion 2015 – 7.9 billion Regulation – autocratic tendencies! Problems associated with growth raw materialsenergyenvironmental quality of life 76% of world underdeveloped - +2% annual increase somi 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

DON’T LET WHAT YOU CANNOT DO INTERFERE WITH WHAT YOU CAN DO. JOHN WOODEN Somi