M

1
Mündliche Prüfung

• BWL I
• Marketing
• 12 SWS

2
Inhalt
Leben und Studieren in Salisbury International
Marketing Business Marketing Management of
Multinational Business Ausblick
3
Salisbury University
4
Classroom
Karsten Business Marketing Int.
Management Strategic Mgmt. Entrepreneurship Small
Bus. Consulting Business Society Int.
Finance Corporate Finance Golf Scuba Diving
Robert Int. Marketing Int. Management Entrepreneu
rship Int. Finance Corporate Finance Spanish
I Spanish II Fund of CommunicationI Interpers.
Communication HealthFitness Swimming
Timo Int. Marketing Business Marketing Int.
Management Strategic Mgmt. Entrepreneurship Busine
ss Society Int. Finance Corporate Finance Scuba
Diving
5
Undergraduate vs. Graduate Study and der SU

• Durchschnittsalter ? ?
• Anspruch ?
• Aufwand ??

6
Das Pinehurst-Haus
7
International Marketing
8
The International Marketing Task
7
Foreign environment (uncontrollable)
1
Economic forces
Political/legal forces
Domestic environment (uncontrollable)
2
7
Competitive structure
Political/ legal forces
Competitive Forces
(controllable)
Cultural forces
Environmental uncontrollables country market A
Price
Product
3
Channels of distribution
Promotion
Environmental uncontrollables country market B
6
Level of Technology
Geography and Infrastructure
Economic climate
Environmental uncontrollables country market C
4
5
Structure of distribution
9
Multinational Cooperation

• Free Trade Area NAFTA
• Customs Union GATT
• Economic Union EU
• .
• Political Union ??? (expl US)

International Marketing
10
Economic Development
The Age of High Mass Consumption
BEM Big Emerging Markets (China,
India) Efforts of WTO (Mexico, Poland)

International Marketing
11
Bribery

• FCPA Foreign Corrupt Practices Act
• US Germany Japan

International Marketing
12
Pricing

• Obstacles
• Price Escalation (Costs of Exporting)
• Inflation, Exchange Rates
• Middle Man, Transportation

International Marketing
13
Japanese Distribution Structure

• High Density Middlemen
• Channel Control
• Business Philosophy
• Large-Scale Retail Store Law and Its Successor
• Changes Effected by SII

International Marketing
14
Example Pricing

• Skimming vs. Penetration
• Obstacles
• Parallel Imports
• Price Escalation (Costs of Exporting)
• Inflation, Exchange Rates
• Middle Man, Transportation

International Marketing
15
Business Marketing
16
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
17
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
18
The Organizational Buying Process
Business Marketing
19
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
20
Price Planning and Strategy

• Competitive bidding
• Leasing
• Discounts
• Trade discounts
• Quantity discounts
• Cash discounts

Business Marketing
21
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
22
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
23
Term Project Marketing Plan

• Karsten Radio Frequency Identification Systems
• Timo Electronic Fingerprint Access Control

Business Marketing
24
Management of Multinational Business
25
Management of Multinational Business

• Management-Praktiken sind nicht überall gleich!
• In Mexiko sank die Leistung eines Fabrikarbeiters
  nach der Einführung von Leistungslohn drastisch...

26
Ansatz
Prämissen (assumptions)
Werte (values)
Management Concept
Organization
Labor Relations
HR
Motivation
Negotiation
Leadership
Communication
Ethics
Management of Multinational Business
27
Example Singapore
Values
Uncertainty Avoidance Low High
Self-Orientation Individualism Collectivism
Power Distance Low High
Assertiveness Masculine Feminine
Assumptions
Environment Control Submit
Human Nature Good Evil
Time Monochronic Polychronic
Space Privat Public
Context Low High
Management of Multinational Business
28
Consequences for Organization

• High Power Distance ? Centralization
• Low Uncertainty Avoidance ? Less formalization
• Collectivism ? Loyalty to organization
  ongoing business relationships

Management of Multinational Business
29
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
30
On the way to Germany...
The first student
Prof. Hoffman, Prof. Adams class
31
Alumni-Webpage
Für Erinnerungen, zum Kennenlernen und Einleben
in Salisbury
32
Danke!
Ein herzliches Dankeschön an Prof. Trommsdorff,
Justin Becker und Jutta Gbur