24108 Lecture Notes - Lecture 12: Customer Relationship Management, Franchising
Document Summary
International marketing: concept of globalisation and it"s consequences for bs seeking to engage in international marketing. Globalisation: (barriers have diminished = interdependence in trade) Process through which individuals, organisations and governments become increasingly interconnected and similar of scale) Economic exchange rates (our dollar ^ = expensive to export) Technological has increased, revolutionised and destroyed entire. Legal tariffs (increase prices) quotas (limits) embargos: discuss pestl at play in international markets barriers) industries (bans/restrictions, understand why & how organisations internationalise. Can achieve greater economies of scale: explain how markets create, communicate and deliver a product in an international market. A bs in a foreign country (licensee) manufactures and sells the product of home country (licensor) and pays a commission on sales. A bs (franchisee) pays a fee in return for the right to use the marketing and bs plan of another bs (the franchisor)
