Price Dynamics w   Pricing is the only revenue generating element of the marketing mix. w   Pricing is a means of attracting and communicating an offer to a potential buyer. w   Pricing is a competitive tool. w   Pricing can be used ...

Product Variables •      The Core Product w   a product or services that is essentially the same as that of competitors. •      The Tangible Product w   a product or service that is differentiated composition, origin, or tangible features from competing products. ...

Major International Motivations of Small and Medium-Sized Firms: Proactive Motivations n       Profit advantage n       Unique Products n       Technological advantage n       Exclusive information n       Managerial urge n       Tax benefit n       Economies of scale Reactive Motivations n       Competitive pressures n       Overproduction n       ...

What is marketing research? •      “The function that links the consumer, customer, and public to the marketer through information.” •      “systematic and objective identification of information, collection, analysis and dissemination of information for the purpose of improving decision making related ...

International Credit  Policy w     1. Firm-specific factors such as size, experience in international trade, and capacity for financing transactions w     2. Market characteristics such as degree of economic development and availability of means of payment w     3. Factors relating to ...

Defining Culture •       An integrated system of learned behavior patterns that are distinguishing characteristics of the members of any given society. •       The definition encompasses a wide variety of elements, from materialistic to the spiritual. •       It includes everything that ...

Institutions and Trade Policy Transactional Institutions and World Trade ®  General agreement on tariffs and trade (GATT) ®  World trade organization (WTO) ®  International monetary fund (IMF) ®  World bank ®  Regional institutions World Trade Organization Under the GATT, there ...

What is International Marketing? •      The process of planning and conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and organizations. Simple Definition of International Marketing •      International Marketing is the performance of business activities ...

Consumer Decision Making and Beyond Levels of Consumer Decision Making Models of Consumers: Four Views of Consumer Decision Making •     An Economic View •     A Passive View •     A Cognitive View •     An Emotional View Three Stages of Consumer Decision ...

The Influence of Culture on Consumer Behavior Culture Forms of Cultural Learning Issues in Culture ¨  Enculturation and acculturation ¨  Language and symbols ¨  Ritual ¨  Sharing of Culture Culture and Advertising ¨  Is it the role of advertising to ...