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Understand why we should segment markets and how to go about doing so. Detailed Topic Listing as follows: LU EMO 004 Segmentation 1. INTRODUCTION 1.1 Segmentation 1.2 Segmentation Objective 2. CRITERIA 2.1 Segmentation Criteria 2.2 Segmentation. Demographic 2.3 Real GDP Per Capita 2.4 Segment by Population 2.5 Segment by Age 2.6 Socio-Economic Segmentation 2.6.1 Socio-Economic Segmentation - Porche 2.7 Segmentation: Global Scan's Study of BSB 2.8 The DMBB Study on the European and Russian Consumer 2.9 The 4C Study From Y&R 2.10 Segmentation by Behavior 2.11 Segmentation According to Profits 2.12 Stages of Segmentation 3. WORLDWIDE SEGMENTATION STRATEGY 3.1 Size and Growth Potential of the Segment 3.2 Compatibility with the Company's Criteria/Practical Example 3.3 Worldwide Segmentation Strategy Further Reading 1 - Market Segmentation - A Framework for Determining the Right Target Customers 2 - Market Segmentation Strategy, Competitive Advantage, and Public Policy 3 - Behavioral Segmentation 4 - Customer Segmentation: A Powerful Tool for Business Growth 5 - Market Segmentation Forum Assignment End of Unit
Understand the influence of a country's international image on its export performance. Detailed Topic Listing as follows: LU EMO 005 Country Image 1. INTRODUCTION 1.1 What is a Country's Brand Image? 1.2 Country's Brand Image. Germany 1.3 Country's Brand Image 1.4 Country's Brand Image. Association of Ideas 2. COUNTRY OF ORIGIN HYPOTHESES 2.1 Global Approach - Glocalization 2.2 Country's Brand Image. Don't waste your time 2.3 Nation Branding - Magic Formula? 2.4 The Factors of the Element. C = Country 2.5 Status of Existing Players in Market 2.6 Branding Europe 2.7 Country Branding - In Practice Further Reading 1- Country of Origin and its Impact on Brand 2- Country Image and International Trade 3- Relationship between Country of Origin, Brand Image and Customer Purchase Intentions 4- Customers Product Evaluations in Emerging Markets Forum Assignment End of Unit
To Understand the purpose of International Pricing and how to structure an export price taking into account market or distribution factors and the chosen Incoterm. Detailed Topic Listing as follows: LU EMO 006 Export Pricing 1. INTRODUCTION 1.1 National Pricing and Export Pricing 1.2 Pricing by Intuition 1.3 The Lowest Price? 1.4 Price Concepts 1.5 Goals of the Pricing Policy 1.6 A Flexible Tool 1.7 Price: A Key Factor 1.8 Price Reduction Policy 1.9 The Export Price 1.10 Elasticity of Demand 1.11 Effects of Competition 1.12 Factors that Determine Price 2. PRICES & INCOTERMS 2.1 Examples 2.2 Prices in Foreign Currencies? 2.3 Prices in Foreign Currencies? 2.4 Prices for Consumer Goods / Industrial Equipment 2.5 Market Segmentation and Prices 2.6 European Union / E-commerce 3. PRICING STRATEGIES 3.1 Pricing Policies for Different International Markets 3.2 Government Controls 3.3 Pricing Policy and Inflation 3.4 Pricing Policy and Inflation 3.5 Pricing Policy and Inflation 3.6 Transfer Pricing 3.7 Worldwide Pricing Policy 3.8 Policy of Delegating Prices Further Reading 1- Pricing Challenges in Global Marketing: A Model for Global Marketing 2- Export Pricing Objectives and Factors Influencing them 3- Export Prices and Exchange Rates : An Industry Approach 4- An Examination of Factors that Affect Pricing Decisions for Export Markets Forum Assignment End of Unit
Understand the key areas of International Product Policy. Detailed Topic Listing as follows: LU EMO 007 International Product Policy 1. INTRODUCTION 1.1 A Product is Not Just its Technical Characteristics 1.2 Product Classification 1.3 Classification Criteria 1.4 Product Life Cycle 1.5 Product Attributes 1.6 Local Vs Global Products 1.7 Other Classifications 2. BRAND & POSITIONING 2.1 Product Positioning 2.2 Elements to Consider 2.3 Environmental Factors 2.4 Social Conditions 2.5 Positioning Strategies 2.6 Stages of Positioning 2.7 Product Policies 2.8 Is the Market Saturated? 2.9 Product Design 2.10 Product Adaptation Examples 2.11 Guarantees and Warranties Further Reading 1- The Product Life Cycle: Its role in Marketing Strategy 2- International Product Life Cycle: A Reassessment and Product Policy Implications 3- The Role of Positioning in Strategic Brand Management. Case of Home Appliance Market. 4- Building brand identity in competitive markets: a conceptual model 5- International differences in product a product map analysis Forum Assignment End of Unit
Understand the different distribution options available when entering new markets. Detailed Topic Listing as follows: LU EMO 008 International Distribution 1. INTRODUCTION 1.1 Introduction to Distribution Channels 1.2 The Goal of Distribution 1.3 The Importance of Relationships 1.4 Research Other Markets 1.5 Every Market is Different 1.6.1 Client's Profile 1.6.2 Clients 1.7 The Product 1.8 Intermediaries 1.9 The Environment 1.10 Consumer Products 1.11 Consumer Products. Direct Sales 1.12 Franchising 1.13 Worldwide Retail Sales 1.14 Industrial Products 1.15 Introduction to Distribution Channels 1.16 Marketing Position 1.17 Information & Control 1.18 Decision Making 1.19 Channel Innovation 2. INDIRECT EXPORTS 2.1 Definition 2.2 Possible buyers 2.3 Advantages 2.4 Disadvantages 3. CONSULTANCY 3.1 Definition 3.2 Functions of a consultant 3.3 Advantages 3.4 Disadvantages 3.5 Conclusions 4. ASSOCIATED EXPORTS 4.1 Definition 4.2 Piggybacking 4.3 Why it is used 4.4 Conclusions 5. EXPORT CONSORTIA 5.1 Definition 5.2 Structure 5.3 Types: Regional / Sectorial 5.4 Types: Sales / Promotion 5.5 Criteria for joining 6. TRADING COMPANIES 6.1 Definition 6.2 How does it work? Further Reading 1- The 7 Rules of International Distribution 2- Comparing export marketing channels: developed versus developing countries 3- Distribution on the International Market 4- Model Contracts for Small Firms International Distribution of Goods Forum Assignment End of Unit
To Understand the purpose of International Promotion and how to structure an export promotion campaign in your chosen market. Detailed Topic Listing as follows: LU EMO 009 International Promotion 1. INTRODUCTION 1.1 Promotion Policy. Factors 1.2 Promotion Policy. Customer Orientation 2. BROCHURES AND CATALOGUES 2.1 Promotion Policies. Brochures & Catalogues 3. ADVERTISING AND PUBLICITY 3.1 Global Advertising? 3.1.1 Global Advertising - Difficulties 3.1.2 The Advertising Agency 3.2 Public Relations 3.3 Sales Promotion 3.4 Sales Force 4. PROMOTION CAMPAIGN 4.1 Referring to the Product 4.2 Referring to the cost 4.3 Where Promotion Resources Go 4.4 Direct Promotion 4.5 Indirect Promotion 4.5.1 Indirect Promotion - Tools Available 4.6 Imbalances in the Promotion Mix 4.7 Promotion 10% of Sales 4.8 Promotion Mix and Assignment of Human Resources 4.9 Supporting Direct Promotion Further Reading 1- Strategic Influence of Promotional Mix on Organisational Sales Turnover in the face of strong competition. 2- International Advertising Strategy. 3- Marketing Strategy in terms of Promotion and Communication for Energy Drinks in Ghana. 4- Integrated Marketing and Promotion. 5- Sales Promotion Strategy of Selected Companies of FMCC Sector in Gujarat Region. Forum Assignment End of Unit
To understand Marketing research and its purpose in a company's export activity. Detailed Topic Listing as follows: LU EMO 010 International Market Research 1. INTRODUCTION 1.1 Companies Large and Small 1.2 Selection Criteria 1.3 Six Basic Criteria When Selecting A Market 1.4 What to Export? 1.5 Trading Companies 2. QUANTITATIVE ANALYSIS 2.1 Criteria for studying the Country Risk Factor 2.2 Country Selection. Variables 2.3 SME Approach 2.4 Organizational Chart 2.5 Country Selection. Import Analysis 2.6 Country Selection. Number of Fairs 3. QUALITATIVE METHODS 3.1 Legal, Political, Economic, Social Environments 3.2 Political Factors 3.3 Tariffs and Non-Tariff Barriers 3.4 Other Companies in Our Country 3.5 Promotional Campaigns 3.6 Buying Habits 3.7 Personal Contacts 4. MARKET RESEARCH STUDY 4.1 Areas of Study Further Reading 1- Integrating R&D and Marketing in New Product Development 2- International Marketing Research : A Management Briefing 3- Business Intelligence : The role of the Internet in Marketing Research and Business Decision Making 4- Forecasting Methods for Marketing: Review of Empirical Research 5- Sample Market Research Report Forum Assignment End of Unit
To understand International Trade, its origins and the key factors driving its growth. Detailed Topic Listing as follows: LU TCP 001 INTRODUCTION TO INTERNATIONAL TRADE Index-Intro International Trade 1. INTRODUCTION 1.1 Liberalization 1.2 Introduction of GATT 1.3 World Trade Organization (WTO) 1.4 Positive and Negative Effects of Globalization 1.5 International Trade Theories 1.6 Countertrade 2. WORLD ECONOMIC AGREEMENTS 2.1 Regional Trade Agreements 2.2 Trade Agreements in Europe 2.3 Trade Agreements in the Americas 2.4 Trade Agreements in Africa 2.5 Trade Agreements in Asia 3. SOME WORLD ORGANISATIONS 3.1 Review of Some World Organizations - OECD 3.2 Review of Some World Organizations - EBRD 3.3 Review of Some World Organizations IADB 3.4 Review of Some World Organizations - ADB 3.5 Review of Some World Organizations - AfDB 3.6 Review of Some World Organizations - IMF 3.7 Review of Some World Organizations - WIPO 3.8 Review of Some World Organizations - UN 3.9 Review of Some World Organizations - UNCTAD Further Reading 1 - A paper on the Theory of International Trade 2 - Introduction to Globalization and International Trade 3 - Introduction to Comparative Advantage 4 - Advantages and Disadvantages of Countertrade 5 - Liberalization of International Trade and Economic Growth : Implications for both Developed and Developing Countries. Forum Assignment End of Unit