1. What is the satisfier concept and how to apply to a brand (he will give the brand)?

Satisfier concept: a consumer buys a product because it allow him/her to get rid of previous

unsatisfied needs (the purchase = satisfaction). THE CONSUMER BUY SATISFACTION/Solution.

WHICH SATISFACTION ARE WE PROPOSING ?THE SATISFACTOR IS THE SET OF ATTRIBUTES OF THE

PRODUCT THAT ARE PERCEIVED AS THE SATISFACTION BY THE CONSUMER.THE CONSUMER IDENTIFY

ITSELF WITH ITS BUYS

2 types of needs to the satisfier concept:

1) TANGIBLE: Solution, Value, Accessibility, Communication (= 4Ps)

2) INTANGIBLE:

Base = functionality, security, quality, honesty, continuity, social conformity = what is needed

to enter into the considerations of the consumer, can lead to reject if not satisfied, changes over time,

establishes the basic norm, relative concept = fundamental

Dynamic = homo economicus(10-15%), internal/external social service(30-40%), prestige(5%),

fashion/aesthetic(10-15%), performance(1%), tradition(5-10%) = what can differentiate your product

from the one of the competition, get you selected by the consumer. Moreover, it can give your product

an added value and be considered as basis for segmentation or positioning = depends on the selected

market segment. Basis for differenciation, selection, added value, basis from segmentation and

Positioning. After the basic need come desire- if your basic needs are satisfied you are controlled by

desire.

2. What are the key categories of actors in a market place & how do they take their decisions?

Market is Group of persons/organizations that shares similar needs, that are economically

accessible and that are ready to enter in an exchange.

CUSTOMER DYNAMICS IN FUNCTION OF THE BUYING PARTY-INTERNATIONAL

ORGANISATION,GOVERNMENT-ADMINISTRATION, INSTITUTION, AD HOC OR STRUCTURED GROU,

MULTINATIONAL COMPANY, SMALL AND MEDIUM COMPANY, PRIVATE INDIVIDUAL

The marketing concept evolution has 4 stages-production-sales-marketing and finally satisfaction

of needs.

Management to markets seeks for resource optimization, demand analysis. Markets to product

seeks for solution and needs. Product to management innovation, R/D and adaptation.

What is strategic marketing?

AdministratorHighlight

Allocates and coordinates marketing resources and activities effectively to accomplish the firms

objectives within a specific product-market. Therefore, the critical issue concerning the scope of a

marketing strategy is specifying the target market(s) for a particular product line). Than firms seek

competitive advantage and synergy through a well-integrated program of marketing mix elements

tailored to the needs & wants of potential customers in that target market.

From 4P to 4C-the 4Cs have been developed from the customer point of view in contrast with the

4Ps developed from the producer point of view. And it means Customer

Solution/Product(VarietyQualityDesignFeaturesBrand

namePackagingWarrantiesServicesSizes),

Customer Value/Price(List Price,Discounts, Allowance, Payment period, Credit terms),

Convenience/Place(ChannelsCoverageAssortmentsLocationsInventoryTransport),

Communication/Promotion(Sales PromotionsAdvertisingPublic RelationsEducationDirect

MarketingSales Force).And how the market looks like in the producers point of view-

product,price,place,promotion-4Ps

Marketing Means anticipating needs before competitors. There are many different ways customers

can satisfy their needs. In trying to meet those needs, each company is in competition with others

you must offer something different and better. Customers must find your offering preferable to

anyone elses. It is called a Competitive Differential Advantage. There is no marketing without

common sense, coherence and permanent learning.

Strategy and Marketing means that strategy is the creation of a unique and valuable position,

involving a set of activities, with a sense of purpose that adequately matches the core resources of

the company with the opportunities of its environment. It is ultimately a conversation, an ongoing

dialogue that identifies the actions crucial to delivering the value our customers want and the

profits our shareholders demand. There are 3 main processes.

Marketing Programs and implementation:

Customer Solution (Product)

Customer Value (Price)

Communication (Promotion)

Convenience (Place)

Organization Change

Strategy Development:

Where to compete

How to compete

Whento compete

Situation Analysis:

Industry analysis

Customer analysis

Company analysis

Competitor analysis

What are the actors of the market?

Government, competitors (direct-indirect), customers, lobbies and private groups other industry

players. In reality there are spies as well- Chine has a lot of spies here in Brussels in order to be

updated with the latest legislation and political mood in advance. At all players decision making is

happening on different level and in most cases the buyer, the user and the payer are different

persons. There are influencers, experts, specialized magazines and sites and etc.Commercial

relationships and strategies differ according to the target. The essence of a commercial relationship

is always to match requirements and/or needs with an adapted service or product offering.

However different type of customers dont have the same definition of value and companies have

to adapt their approach when dealing with kinds of commercial relaonships.

Business to consumer - sale of goods and services from individuals or businesses to endusers

(personal individual). B2C marketing is mainly based on advertising in TV ads, Newspapers, Poster

campaigns, online advertising.

The word of mouth method is also very important to broaden the consumer awareness.

Business to business - commercial transactions between businesses. B2B marketing is mainly based

on networking. Successful salespeople in the B2B arena are often the ones that have the best

connections with their peers in the industry.Brand image and recognized capability to offer quality

products are also very important criteria.

Business to Government - Sale of products and services to various government levels -including

federal, state and local. B2G marketing is closed to the B2B marketing. Beyond recognized

capabilities and a good network, B2G marketers must also take care of the perceived company

citizenship.

Examples of industry focused on a single commercial relation are many. Consulting companies are

mainly focused on the B2B business but also play in the B2G arena.

They sell High value added services to their customers that are looking for quality and value before

price. Retailers are the perfect example of B2C pure players. They sell massive amounts of goods to

end consumers with a specific focus on price and customer service. Infrastructure builders have a

strong interest in B2G relationships.

For them, public tenders are huge businesses bringing activity for several years. They are used to

the RFI, RFQ process where every aspect of the product/service offerings are checked. In many

industries business is not B2C, B2B or B2G exclusive The Auto Industry example

Direct car sales to customers repair centers, insurance, financing, parts sales to wholesalers,

commercial vehicle sales to companies needing working tools or vehicle sales for public fleets

public transportation Police departments.

Whatever the commercial relationship, it will always occur between two people. One can then talk

of a universal H2H relationship where B2C principle are relevant.With the emergence of digital

media and the big data phenomenon, B2C as well as B2B marketers are provided with very

powerful tools ( such as CRMs). It allow them to better understand their customer behaviors and

hence to offer always more relevant services/products. More and more companies are trying to

diversify their commercial relationship in order to edge the risk of a specific business downturn.

However, to be able to be competitive and perceived as trustworthy in every arena, these

companies have to set-up complex communication strategies.

Buyer, Payer and User are different in most of the cases. We have to understand their behaviour

and to know the decision making process in order to sell and influence

Households

Definition-Households are the basic unit of buying and consumption in a society. A household is a

consumption unit of one or more persons identified by a common location with an address. Family

household is a group of persons related by blood and/or marriage. Four types are most common:

Married couples alone

Married couples with children

A single parent with children

Extended family, which may include parents, childrens spouses,

and/or grandchildren, and occasionally cousins

There are Nonfamily household:

A household that does not contain a family

A single person living alone in a dwelling unit

Roommates

Boarding houses

The same family member may not have all roles (advisor, decision maker).A single role may be

jointly held by more than one individual.

Steps in family buying decisions:

1) Initiation of the purchase decision

2) Gathering and sharing of information

3) Evaluating and deciding

4) Shopping and buying

5) Conflict management

Five patterns of relative influence are possible:

Autonomous decision by the husband only

Husband-dominated decision

Syncratic decisions

Wife-dominated decision

Autonomous decision by the wife

It is very important to know that the wife and the husband think different- the price for the wife is

the final consideration, but the first for the man. Factors influencing the choice could be -Gender-

role orientation, Wifes employment status, Stage in family life cycle, Time pressure could be very

powerful decision maker, Socioeconomic development of the population. Parents tend to have less

children. Childrens Influence on Family Decision Making on three ways- Children express

individualistic preferences for products paid for and bought by parents. Children in their teen years

begin to have their own money and become their own payers and buyers of items of self-use. They

influence their parents choice of products that are meant for shared consumption. This depends

on whether the family has a social or a concept orientation. Another way of classifying families is by

how authority is exercised in the family- if the authority is high the children influence is low at any

levels either for products for personal or shared use. Kids are usually better informed about

products form internet and they tend to have moderate to high influence.

There a factors like Consumer socialization occurs when one or more of the

following are learned or acquired by children:

Preferences among alternative brands and products

Knowledge about product features and the functioning of the marketplace

Skills in making smart decisions

Other factors could be Intergenerational Influence-the transmission of values, attitudes, and

behaviors from one generation to the other. It could be Forward IGI from parents to children and

Reverse IGI from children to parents (Democratic justice).There are conflicts as well in families for

instance buying a new house or something important. If the purchase is daily consumed - no

conflicts. There might be a persuasion in a case of conflict.

Businesses

Definition-A business is a licensed entity engaged in the activity of making, buying, or selling

products and services for profit or non-profit objectives.

This behaviour is moderately to very specialized, slightly formal (small businesses) to formal (large

businesses). Strict measures, operational and strategic complexity. Business asks who are you and

are you going to survive the next 5 years-continuity. They want to know about the service that

comes after the purchase. Here we have procurement system

Nature of the purchase

Organizational characteristics

Buying center

Rules and procedures

A decision process

In this case perceived risk refers to the expected probability that the purchase may not produce a

satisfactory outcome. It is a product of 2 factors:

-The degree of uncertainty that a choice may be wrong

-The amount at stake should a wrong choice occur

The importance of purchase is a combination of the amount at stake and the extent to which the

product plays a strategic role in the organization. The higher the amount at stake the more

strategic the products purchase is. Complexity refers to the extensiveness of effort it takes to

comprehend and manage the product during its acquisition. Complexity has two dimensions:

The number of performance dimensions

The technical and specialist knowledge required to understand those dimensions

Time pressure refers to how urgently the item is needed. When the item is needed urgently the

purchase decision will short-circuit the usual process.

Four organizational characteristics of the customer firm affect

buying behavior:

Size

Structure

Purchase resources

Purchase orientation

Business buying decisions comprise the following stages:

Need assessment

Developing choice criteria

Request for proposals (RFPs)

Supplier evaluation

Supplier selection

Fulfillment and monitoring

In this process there a lot of influencers and decision makers. Players like USER GATEKEEPER

INFLUENCER ANALYZER DECIDER BUYER. Here we have a lot of details taken into account like price,

paperwork cost, storage cost, training cost, quality control, user labor cost, taxes and insurance,

product longevity, internal handling costs, disposal costs. The decision-making process is primarily

driven by two psychological processes occurring in the decision makers - their expectation and their

perceptual distortions. In general the decision depends on the organization characteristics, nature

of purchase and the information sources.

They take their decisions in function of the buying task (straight rebuy, modified rebuy, new

rebuy), perceived risk (= expected probability that the purchase may not produce a satisfactory

outcome = degree of uncertainty + amount at stake), the importance of the purchase (=amount at

stake + extent to which the PR plays a strategic role in the organization) + the complexity of the

purchase + the time pressure + organizational characteristics (size, structure, purchase resources

& purchase orientation) + the buying centres.

Government

Definition-In every country, the government buys a lot of products and services; sometimes it is

likely to be the biggest single buyer. They are administrators but lowers as well- regulations.

Government buys in two basic ways

Direct purchase

Request for proposal (RFP)

or Competitive procurement

Invitation for bid (IFB)

Request for proposal (RFP)

All government procurement has to comply with FARs

The bid document will refer to particular regulation numbers

The bidder must become aware of what these specific regulations are

A BID-A method of government procurement wherein the government specifies the item being

sought exactly and invites sealed bids. For products and services that are needed repeatedly, the

government has established standard specifications

Federal specifications

Commercial item descriptions (CIDs)

Military specifications

The contracts have special format and form for instance - Solicitation/Contract Form, Supplies or

Services and Price/Costs Description/Specifications/Statement or Work, Packaging and Marking,

Inspection and Acceptance, Deliveries or Performance, Contract Administration Data, Special

Contract Requirements. Other requirements like :

Requires federal contractors to comply with (1) the wage and

hours requirements for its workers on the contract and (2) the

health and safety regulations of the state or labor standards (wages and hours) for labor working

on federal construction projects.

Buy American Act Requires that preference be given to domestic suppliers.

The government sets up an acquisition team, to prepare the bid document. There is a designated

contact person to clarify any queries the bidder may have. The proposal may be Technical proposal

and Price proposal. The vendor awarded is generally, the vendor with the lowest cost whose

product would meet the agencys need is awarded the contract Contracts are awarded in two

forms:

Annual purchasing agreements

Maintenance/labor agreements

State governments are responsible for a huge procurement budget. Each state has its own

guidelines for doing business. Many states now have vendor information available on their Internet

web site.The GOV customers differ from the regular business in some cases like:

Size of the average purchase and standardization

Legal restrictions and compliance reviews

Solicitation of sellers

Open-access information

Diffusion of authority

Procedural detail and paperwork

Although there is room for reform in government procurement, there are unique benefits of doing

business with government-Stability, Security, Size, Breakthrough R&D work, Challenge

3. What are the different elements of culture? The Actors and their Behaviors

What is Culture?

Culture is an integrated system of learned behavior patterns that are characteristic of the members

of any given society. Culture is the total way of life of particular groups of people and it could mean

everything that the group THINKS, SAYS, DOES and MAKES. Culture is learned, not inherited.

Culture is very stable. Culture hides more than what it reveals, and strangely enough, what it

hides, it hides most effectively from its own participants. It consist not just behaviours but beliefs,

customs, values and assumptions. Culture affects: The way we live, we die, we organize, we

perceive, we consume. It is full of symbols, rituals, values and heroes. Problems of Encountering

new cultures:

Ethnocentric judgment/ Stereotypes

Culture shock

Technologies are often not culturally neutral

There are lot of stereotypes for all cultures.This is form of categorization that organizes our experience and

guides our behaviour toward various groups within society. Stereotypes never accurately describe

individual behaviour rather they describe the behavioural norm for members of a particular group.

The communications process from culture to culture is different- starts from

Contents

-Words, Symbolics, Form,

-Oral-Accent,Loudness

-Visual-Written, Shapes, Colours, Movements

-Smell

And it has to be decoded- to the Right public? Right Understanding? Right action? Because there

are Cross-Cultural Misperception and we can learn to avoid them. We have to be prepared.

Perception is selective

Perceptual patterns are learned

Perception is culturally determined

Perception is consistent

Perception is inaccurate

Culture is complex -National culture system (different attitudes, beliefs, values, behaviors). There

might have Subculture (differential identification with social class ethnic group, or region) like in

India. We have to take into account all PERSONAL DIFFERENCES-Personality (differential

internalization of culture norms).

Misunderstandings vs Disagreements

Cross cultural communication creates more misunderstandings than disagreements. The problem

is that it is easier to identify the disagreements than the misunderstandings. Differences are

Normal-It is normal to be different. Differences and diversity rejuvenate and enrich cultures, Cross

Cultural contacts widen the horizons of humanity and Integration is not mimetism.

1) Relationships (language, hierarchy (=power distance), individualism/collectivism, neutrality/affectivity,

manners, etc) Individualism-People are supposed to look after themselves and their immediate family

(West).Collectivism-People belong to in-groups or collectivities which are supposed to look after them in

exchange for loyalty(China). We have aspects of Neutrality-We have to control the expression of our

emotions in order to consider things in an objective manner (Chinese). Affectivity - to be able to express

openly and freely what we think and what we feel (Westerner).

Manners-Protocol, Greetings, Table manners, Parties (small talk, personal space, leaving,),Gifts giving,

Taboos (forbidden practices).For instance if you going to negotiate in China you should rise your price with

40 %-they will test you straight and power to negotiate. Red in China means luck and age is very important

due to respect the elders. Avoid touching and physical contact.

2) Attitudes toward action (mastery of nature vs subjugation to nature, uncertainty avoidance, ideologism

vs pragmatism, consumption patterns, etc). Uncertainty Avoidance- The extent to which people feel

threatened by ambiguous situations and have created beliefs and institutions that try to avoid these.

Consumption - Dress and appearance, Food and feeding habits, Lifestyle (leisure, working habits), Material

culture.

3) Organization (time, space, social organizations/institutions). Time in America is different than time in

China or Japan. Space Relationship is different and means other things. What is the use & the meaning of

space? What is the private territory and what can be considered as public? Is the distance used as a sign of

power? Social organization is an extension of the form and nature of social groups, constituted to

concretize the individual and social values. Men organize their activities and social links in accordance to

these values.

In groups / Out groups

Social Structure / stratification

Family and clans

Education

Political system

Legislative system

4) Context

Context is the interrelated environmental, social and cultural conditions in which individuals, organizations

and communities exist. Cultures are located on a continuum of high to low context (implicit vs explicit).

Implicit culture high context -Information is expressed by the situation itself, Use of the network to get

information , Information is fluent is fast transmitted , Language used is more informal .

Explicit culture low context - Information is given by messages, in an explicit way, Need for systematic &

detailed information, Segmentation of the information, Language used is specific and formal.

Guanxi Networks are not just commercial, but also social, involving the exchange both of favour and

affection-Chinese people.

5) Values, norms & beliefs

Values-Broad preferences for one state of affairs over others to which strong emotions are attached. (The

good and the bad).Norms-Collective definition of what is suitable and what is not. (The law expresses the

norms). Deals with the notion of the valuable or the good in the widest sense not only morally good but

the beautiful and the true. Norms and values in harmony - source of energy and change.

6) Conceptual framework

Universalism - Apply rules and procedures that insure equity and permanence. Tend to be abstract, rule-

based, resist exceptions that might weaken the rule.

Particularism - Favour flexibility by adaptation to local situations. Tend to see people not as citizens but

friends, brothers, close relatives, those with claims on my love or hatred. Tend to focus on the exceptional

nature of present circumstances. Dialogue- oriented, data- oriented cultures-Latin America tend to dialog

and the Swiss/Germans to data.

Cross cultural Effectiveness can be achieved by Learn about others cultural specificities, Allow sufficient

time for relationship building with foreign nations, Listen carefully to the others, Observe non-verbal

communication, Be alert to signals, Try to understand the other, Seek the reasons/patterns behind

things that are strange or different, Do not criticize systematically the other, Give empathetic feedback,

Manage stress and cultural shock. You as a manager need global awareness you need to know history.

Profile of the Effective European Manager is to be Multilingual (4 languages at least),Qualified, Leadership

skills, Internationally minded, Cross cultural communication, High mobility, Vision, Time Management,

Ambition, Good cultural level.

4. What are the key factors to analyse a new market?Focus On emerging markets.

Globalization is entering a new phase, with emerging-market companies now competing strongly

against richer countries. Emerging Markets growth is a fact - Emerging Markets and developing

countries represented in 2010 around 85% of the worlds populationand 50% of the worlds GDP.

Countries/regions that have begun toindustrialize and adopted market capitalism. Economy

transition phase between developing and developed (mature) status. That means:

great promise & good place to invest.

potential for a high return in a relatively short period of time

employees work long hours for low wages initially

Emerging Markets in financial terms are with greater volatility and higher risk than established

Markets, unexpected political and economic upheavals and the value of stocks, bonds, and

currencies can change drastically and suddenly. Where to find the investors of tomorrow? The

answer is China or India.

Emerging Economies and hotspots for trade growth

Page 147.

Emerging Companies in the current global supply chain landscape?

New companies are now competing with the biggest like WalMart - Royal Dutch Shell, Japan Post

Holdings, Saudi Aramco, Sinopec, Vitol. Expanding footprint of emerging companies are changing

supply chain flows- companies from the west established presence in Asia, but companies form

Asia did it as well- Huawai, Samsung, LG.Companies from developed and emerging economies will

face different challenges in this environment. They will have to produce there,to operate there and

to compete as well-different territory.

The implication of this Changing Environment to the way we do business?

Our Industry faces tough balancing act between demand and supply. Customs & administrative

processes are playing catch up to the growing trade demands- in Asia 15 of the supply chain cost

are for administration procedures without duty. For EU between members is just 3 %.This is a

barrier. Supply Chain network need to be constantly realigned with the changes in the global supply

chain flows. Where to have a hub or a satellite? How to optimize costs and inventory handling

costs? Air or Sea? Sustainable Supply Chain is becoming more and more important and the Logistics

industry is the main contributor for CO2 emissions- 14 % of all is form transport.

The market needs Frugal solutions- low cost adopted products for the emerging markets, new

productions capacities and economies of scale. The example is Tata Nano in India- cheap, but not

applicable in EU-no safty. Cheap mobile phones as well.

5. Analyzing the International Market Structures- Analysis of the Market Potential

within an International Perspective.

MARKET ACTRACTIVENESS:

SIZE?

ACCESS?

GROWTH?

WHATDOES THE MARKET BUY? HOW DOES THE MARKET BUY? We have to know theoretical

potential and accessibility (addressable market).

What is the actual market (serviceable market) and what is the accessible Market (real market)?

The new thing here is that people are moving to the cities- Continuous growth of emerging cities

(particularly in China), which exhibit high demand for consumer goods, but with immature logistics

practices.3 of 5 will be living in cities by 2030.You have to realise the market and to have an idea-

the Real market experiences. Potential is nothing as long as you can not realize it. Get a clear

picture of the real market before developing a strategy and believe only in words when they tend

to be followed by acts. The general questions are

Who is the real customer?

What are his real needs?

How do we address these needs and create value?

How big is the real market?

How do we capture value?

You have to be familiar with MARKET & COMPANY DYNAMICS and catch the trend and Market

Coverage like:

Geographical Coverage

Channel coverage

How are you going to do Market Penetration

Presence

Share

3. Market Effectiveness

Marketing Efficiency = Mkt potential x MKT coverage x Mkt penetration

Market potential analysis is very important-you have to assess the risk before going abroad. You

need to know information like DEMAND NOT SATISFIED, NEWCOMERS, COMEPTITIVE MARKET

GROWTH in country A,B,C for instance. You have to be very aware of product lifecycle and that

product will be marketable in one country and in another not-plastic bottles case or frugal

solutions.

COMPETITIVE ENVIRONMENT is very vital-the power of supplier, buyer is important. Competitors

landscape is main reason how to act. You need competitive strategy like differentiation, low-cost

lidership or market segmentation (combo of both).What product/solution you will be offering?

CONSUMER DYNAMICS IN FUNCTION OF THE

SOLUTION

END PRODUCT

INDUSTRIAL PRODUCT

SERVICES

SOCIETAL (SOCIAL ISSUES)

6. What is Market Segmentation?

We need it to be able to address the customer and to provide higher satisfaction and value. It

works like DEMAND-SEGMENTATION-DIFFERENT SATISFACTORS. Market segment is a group of

potential buyers with the same needs and expectations. Multi segment marketing approach is

possible as well and very applicable. It means using the segments knowledge to adapt customer

solutions, customer value, customer communication and convenience / channel strategies. It allows

a company to emphasise on a different set of product benefits, services and values to specific

groups of customers.Segmentation-Definition: Segmenting a market means to organise all potential

customers into groups according to how they make their buying decision. Condition: in order to

segment the market, we have to take tangible as well as intangible elements into account. Major

advantage: These groups of customers present similar needs so that selective investment can be

made to achieve competitive advantage.

Segmentation helps you understand:

which customer to pursue

how to find them

what benefits they want

which customers you cannot serve profitably

Why do we adopt a multi segments approach? The major objective is to tend to a one-to-one/

customized approach towards customers in order to improve the customer satisfaction and

Develop & sustain competitive advantages. For instance Differences between regular & luxury

goods. The segmentation process is the first step in approaching a market. We develop market

segmentation for our business by answering three questions, selecting the most helpful descriptors

(form the many which could be included), for each element- Who buys, What do they buy?

(including where? When? How?) or Why do they buy?

Either by analysis of transactions & research data or by the insightful interpretation of

market knowledge, a segmentation framework (step 5) is established which covers the

whole market. Preliminary target segments are then selected & validated. The segmentation could

be based on Demographics, Socio-economic, Industry type, Behavioral or Illustrations of multi-

variable segmentation schemes.You have the answer of the questions like - Are needs within the

segments homogeneous? Are needs across the segments heterogeneous? Are the segments

identifiable and accessible?

7.DEMAND ANALYSIS PRIZM EFFECT.

Everybody see it the same way but the prism effect in economy is the difference of the perception,

impression, feelings- people will have in front of the produ: you sell beer in Belgium and want to go in iran

and the Netherlands. In Iran, the popular religion, do not alloid the consumption of beers so peple will be

"afraid" of your product, their reaction will not be so positive and if they are not Muslim they do not drink

many beer so do not know the product well and would be suspicious. on the contrary in The Netherlands if

you re a big brewer some people know you already and their opinion on a beer is likely to be more

positive. The idea people have of beer in the Netherland is very different of the one of the Iranian. So you

have to take into account the perseption of different cultures to your product.You may need to adapt it or

to avoid the particular market. If you want to export your product abroad, you take a consumer solution, a

country of origin and a company and you check if the image of your product in that country is positive,

negative or neutral.

8. Market Selection.

The two powerful tools are required PESTEL analysis and CAGE (Cultural Distance, Administrative

and political distance, Geographic distance, Economic/ wealth). This analyses are used It is mainly

when a company is becoming a player on the international field.

Country attractiveness consist in Benefits-Size of Economy/Likely Economic Growth+ Costs

Corruption/Lack of Infrastructure/Legal Costs+ Risks-Political Risks, Anti-Business Trends

Economic Risks, Legal Risks, Safeguard Property Right

9. International Market Channel Management & Market entry Approaches

Exporting

Advantages-No need for operational facilities in host country, Economies of scale

Internet facilitates exporting opportunities

Disadvantages-Lost location advantages, Dependence on export intermediaries, Exposure to trade

barriers, Transportation costs

Joint Ventures and Alliances

Advantages- Shared investment risk, Complementary resources, May be required for market entry

Disadvantages-Difficult to find good partner, Relationship management, Loss of competitive

advantage, Difficult to integrate and coordinate

Licensing

Advantages-Contractual source of income, Limited economic and financial exposure

Disadvantages-Difficult to identify good partner, Loss of competitive advantage, Limited benefits

from host nation

Foreign Direct Investment

Advantages- Full control, Integration and coordination possible, Rapid market entry through

Acquisitions, Greenfield investments

Disadvantages-Substantial investment and commitment, Acquisitions may create integration/

coordination issues, Greenfield investments are time consuming and unpredictable

What is CRM?

CRM is software, system, technology, data storage and analysis, a change in corporate culture from

a transaction focus to a customer centric one. CRM is managing demand, strategy cycle focusing on

customers. To identify and establish, maintain and enhance and, when necessary, terminate relationships

with customers and other stakeholders, at a profit so that the objectives of all parties involved are met;

and this is done by mutual exchange and fulfillment of promises.

10. Explain the Loyalty Ladder

It is about suspects and prospects or disqualified prospects. The chain is First-time customers, repeat

customers, clients, advocates and partners. This is how you build your relationship with customers and

how they stay loyal.

11. Baseline Definition of e-Marketing

is identifying, understanding, collaboratively creating, and meeting a segment of human and social needs,

wants, desires, wishes digitally. Now customer is integrated in the whole process. Marketing plan e-

Marketing plan. Most organizations have no Marketing strategy, Marketing plan, e-Marketing plan

Good news: The Internet keeps on growing. In 2007, Currently about 1.2 billion and projected to grow to >

2 billionby 2012. We can capture a lot of advantages from this like: Democratization of advertising,

Collapsing barriers of time & space, Lower risk of product / services innovation, Lower cost / higher ROI,

Digitization of all information, Virtual supply chains, Virtual markets, Virtual real-time interaction with

customers & suppliers, Ability to reach increasingly fragmented markets.

Strategic Advantages

Create new sources of competitive advantage,More direct distribution model

Reengineer the supply chain

Invent new business models

Target underserved segments

Lower price barrier

New delivery methods to reduce capital expenditure and

pricing

Create more efficient marketplace

Create a virtuous cycle

Benefit of Creating a Virtuous Cycle-Reduce the risk of guessing by letting the community define the

need, want, problem, and value proposition, Speed development cycles, Create precise features / value,

Create brand advocates, Community endorsement.

There is a new big change in supply chain through e-Business. Some players will disappear and other will

capture their margin and speed up the whole process in terms of production, cost and quality as a source

of competitive advantage. Leverage business models or disintermediate to capture sources of competitive

advantage. ASP, On Demand, or B2B relationships to capture cost savings and revenue sharing. Every

step along the way (middleman or channel) is a cost point. Each step that can be optimized means a cost

savings thatcan contribute to more competitive offering. Choose an E-commerce plan.The old 4C paradigm

will be replaced. Almost no feedback loop. Higher risk of innovation and guessing market. Democratization

of 4Ps paradigm-4Cs-5Cs of Marketing

Citizen branding

Collective collaboration

Collective risk sharing

Collective product innovation

Collective IP ownership

New Paradigm - collaborative Open Innovation. Capturing customer interaction creates tremendous value

and reduces risk.

92% PREFER WOM RECOMMENDATION and 91% LIKELY TO BUY ON RECOMMENDATION. 75% of your

audience uses a search engine to find you. Get used to it. All the banners and 'viral' marketing on earth

won't come close to results produced by a top 5 ranking for a relevant phrase. But, a broad base is better.

Don't rely on just one marketing vehicle. Build a complete internet marketing strategy that includes, at a

minimum, paid search, organic search, e-mail and online PR. Never underestimate the power of an angry

customer or happy customer. Karma exists. Treat customers and prospective customers with respect, and

they'll reciprocate. Spam them, annoy them, and lie to them, and they'll retaliate. A web site does not

equal an internet marketing strategy. Plan, but adapt. Don't be stubborn. Listen to what your customers

tell you in their response.