BSB119 Lecture Notes - Leading Edge, Predatory Pricing, Experience Curve Effects
Document Summary
Marketing means different things to different people, and the term has often been used to describe: selling and advertising, dealing with customers, promotional activities, distribution strategies, achieving profits, etc. Many firms today operate within international environments of opportunities and threats. Firms need to consider issues like:: domestic and international differences. Mcdonalds cater the product to different markets: how to segment international markets, how to configure the international marketing mix, whether to develop new products or adapt existing products for the new market(s) The international marketer needs to adjust and/or adapt to uncontrollable elements such as:: political/legal forces, economic forces, competitive forces, level of technology, structure of distribution, geography and infrastructure, cultural forces. These factors are typical when doing international business and largely, have been covered throughout the semester. Theodore levitt famously argued about the globalisation of world markets : according to levitt (1983), world markets are becoming increasingly similar, making it unnecessary to localise the marketing mix.
