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International Business (кафедра МЕ)
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In highly developed countries such as the United States, the quantity of marketing messages from firms competing for the attention of target consumers is extremely high. In contrast fewer firms vie for the attention of prospective customers in developing countries. It may be regarded to such factors of international marketing communication as:
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Toyota is one of the most skilled firms in the world in producing high-quality, well-designed cars; McDonald’s - in fast-food operations; Procter & Gamble - in developing and marketing name brand consumer products. These are cases of:
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McDonald’s has set down strict rules as to how their partners should operate a restaurant. These rules extended to control over the menu, cooking methods, stuffing policies, and the design and location of a restaurant. McDonald’s also organizes the supply chain and provides management training and financial assistance for them. That is the case of such form of international business as:
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Philips has divisions for lighting, consumer electronics, industrial electronics, and medical systems. Each product division is set up as a self-contained, largely autonomous entity with its own functions. It fits such organizational structure as:
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The major factor of success for new-product introductions of such tech firms as Apple, Sony, Matsushita, Procter & Gamble is the closeness of the relationship between:
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In Japan it has become an index of chic to carry such high-quality foreign goods as Gucci handbag, Rolex watch, drink expensive French wine, and drive a BMW. It may be regarded to such factors of international marketing communication as:
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Bell Laboratories at AT&T originally invented transistor circuit in 1950s, but AT&T decided it did not want to produce transistors itself, so it passed the technology to a number of other companies, such as Texas Instruments. That is the case of such form of international business as:
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Consumers will pay more for a Mercedes-Benz car than a Hyundai car because they value the superior quality of the Mercedes. That is a case of:
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Britain people drive on the left side of the road, thus creating a demand for right-hand drive cars, whereas in neighboring France, people drive on the right-hand side of the road, thus creating a demand for left-hand drive cars. It may be regarded to such product factors as:
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Microsoft Corporation currently centralizes its product development activities (where its core competencies lie) at its Redmond, Washington, headquarters and decentralizes marketing activity to various foreign subsidiaries. That is the issue of:
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