Summary Global Marketing A market-responsive approach Svend Hollensen Second Edition 2001 ISBN 0-273-64644-3 -1- PART 1 Chapter 1 THE DECISION WHETHER TO INTERNATIONALIZE Global marketing in the firm SME: small medium sized enterprises LSE: large scale enterprises Companies wit little international experience and a weak position in their home market have little reason to try to perform on global markets. Instead they should try to establish a stronger position on their
Words: 23992 - Pages: 96
the light of Consumer Behaviour. It starts with a research about the Consumer behaviour which points out what external (group, cultural and family influences) and internal factors influence a consumer decision and what are the steps that comprise a consumer decision making process. Then there is a research summarized about what are shopaholics, what motivates them to indulge in this excessive shopping, how they are different from normal shoppers in terms of utility and purchase behaviours, how retail
Words: 4576 - Pages: 19
investigated the Current Problems in Consumer Behavior. In this study they compared the history of most disciplines; the studied of consumer behavior in its infancy, dating back less than 50 years. Moreover, a significant percentage of their research had occurred during the last decade. Brosekhan & Velayutham examined the Consumer Buying Behaviour. They found that consumer has become essentail. Consumers are the kings of markets. Without consumers no business organization can run
Words: 848 - Pages: 4
MBA 034 : CONSUMER BEHAVIOR & MARKETING COMMUNICATION Max. Hours : 40 UNIT I (8 Sessions) Introduction: Defining consumer Behaviour, Reasons for Studying Consumer Behaviour, Understanding Consumer and Market Segments, Environmental Influences on Consumer Behaviour: Culture, Subcultures, Social Class, Reference Group and Family Influences, Personal Influences and Diffusions of Innovations. UNIT II (8 Sessions) Individual determinants of Consumer Behaviour, Motivation, Personality and
Words: 10573 - Pages: 43
people, (including oneself), objects, or issues. • Is lasting because it tends to endure over time • It is general because it applies to more than a momentary event • Can be very product-specific behaviours (Crest toothpaste rather than Colgate) • Can be toward more general consumption-related behaviours (how often they should brush their teeth) Attitude Object (A0): Anything toward which a person has an attitude, whether it is tangible or intangible. The Functions of Attitudes Functional
Words: 3636 - Pages: 15
or aggregation of the entire consumer base consisting of existing and potential buyers into groups. Segments of unique sub groups of people with common tastes and preferences within a larger customer population is identified. This aggregation is done on the basis of some defined criteria. By doing so a company can develop different products that would cater to different needs of different consumers in a better manner. Company can target different categories of consumers who perceive a particular product
Words: 968 - Pages: 4
1.0 QUESTION 1 “PEST analysis is used by businesses around the world to devise a strategic approach to their activities”. Discuss this statement describing in detail the components of the said analysis. 1.1 INTRODUCTION Apart from a company’s internal resources there are several other factors that have a profound impact the performance of a company. The internal resources usually refers to the employees of the firm, contractors, sub-contractors, suppliers and so on whereas the external environment
Words: 2639 - Pages: 11
analyse the key forces and trends that have taken place within these two environmental areas over the past decade. Introduction Marketing concept as outlined by Kotler and Levy (1969), is perceived by most as an undertaking to find and stimulate buyers to achieve a firm’s goals. The process entails product development, pricing, distribution, communication as well as continuous attention to the changing needs of the customers, and the development of new products to meet these needs. The implication
Words: 764 - Pages: 4
Its objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment. Market segmentation is a marketing concept which divides the complete market set up into smaller subsets comprising of consumers with a similar taste, demand and preference. A market segment is a small unit within a large market comprising of like minded individuals. One market segment is totally distinct from the other segment. A market segment comprises of individuals
Words: 769 - Pages: 4
“Comparative Analysis of Impulsive Buying Behaviour between Youth and Elderly Credit Card Consumers” A research report submitted in partial fulfilment for the degree of Master of Business Administration Submitted By Aditi Bhatt C 02 Anshul Chaudhary C 04 Rohit Kumar C 35 Rohit Nair C 36 Vinika Yadav C 53 Symbiosis Institute of Management
Words: 5183 - Pages: 21
