Marketing (Fach) / SIM2 (Lektion)

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• Mention 3 factors of favoring standardization and 3 factors favoring adaption of the international marketing mix Standardization: - Global competition - A standardized concept is used by competitors - Stock cost reduction Adaption: - Local competition - An adapted concept is used by competitors - Differences in technical standards
• Mention 3 levels of a product Low -> high possibility to standardize - support services (delivery, installation, gurantees, after sales service, spare parts) - product attributes (brand name, quality, packaging, design, size & color, variants, country of origin, price, staff behavior) - core product benefits (functional features performance, perceived value, image, technology)
• Mention the branding strategies/decisions - Private branding 100% externalizing (external partner takes over branding of the product) - Co-branding / ingrediant branding brand alliance between two partners - Manufacturer´s brand 100 % internalized (manufacturer keeps control of branding)
• Which factors affects the price to enter the country? - transport costs - import tariffs - currency fluctuation
• Reason not to standardize their pricing strategy? Maximize profitability - by adapting price to different market conditions a company will be more profitable  
• Mention the product / communication mode? Product: Standard / Adapt / New Promotion: Standard / Adapt Straight extension, Product adaption, Product invention Promotion adaption, Dual adaption, Product invention    
• Mention the market coverage approach? Intensive approach - trying to reach thousands of consumers Selective approach - avoid overlap while providing adequate market coverage  
• Mention 3 factors influencing the channel width? - product type - product life cycle - price  
• Mention the type of media One-way communication - Two-way communication Advertising (newspaper) Public Relation (annual report) Sales Promotion (discounts) Direct marketing (direct mail) Personal selling (sales presentations)
• Mention 3 factors affecting the decision for an advertising agency? - Policy of the company - Nature of the advertising - Type of product
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• Mention communication tools? Newspaper, magazines, TV, annual report, direct mail ...
• mention product, geographical, functional and matrix structure? functional departments e.g. R&D, sales and marketing, production and finance. product division, e.g. Product A,B,C,D. R&D, Production & Marketing departments are per product. international divisions, e.g. Europe, North America…-> country subsidiaries are Production, Marketing and Finance Matrix: two organizational structures (product and geographical areas) intersecting with each other. Results are in dual reporting relationships.
• Explain GAM and weather it is important? A relationship-oriented marketing management approach focusing on dealing with the needs of an important global customer (->account) with a global organization  
• Mention export documents - shipping order - shipping bill - packing list - invoice - certificate of inspection
• Where is information available about import tariffs? - European Commission (Binding Tariff Information) - Export.gov
• Advantages and Disadvantages of EXW? -    The seller is not responsible for loading the goods on the vehicle provided by the buyer or for clearing the goods for export, unless otherwise agreed. The buyer bears all costs and risks involved in taking the goods from the seller's premises to the desired destination.
• Where are risks and costs for the buyer transferred from seller to buyer in CIF? -        'Cost, Insurance and Freight' means that  the seller has to procure marine insurance against the buyer's risk of loss of or damage to the goods during the carriage. The seller contracts for insurance and pays the insurance premium. The buyer should note that under the CIF term the seller is only required to obtain insurance on minimum coverage. The CIF term requires the seller to clear the goods for export.
• Which countries belong to the BRIC countries? Brazil, Russia, India and China
• Mention the 2 most important common characteristics of these countries which account for their increasing attractiveness in international business - very large population - high economic growth
• Mention three concrete examples of the product decisions - product range - branding - certification
• Explain the payment term "documentary collection"? Exporter sends docs to bank, docs are available to customer after payment to bank or making a guarantee - with docs customer is able to clear goods
• Mention 2 types of documentary collection D/P (against payment) payment takes place when bank delivers documents to customer and D/A (against acceptance of a draft) payment takes place in the future
• Mention 3 types of financial risks by exporting? - manufacturing risk - credit risk - currency risk
• What is a EUR 1 Movement Certificate? EUR 1: certificate of origin stating that goods are made in EU, to be used when trading with countries with whom EU has a preferential trading arrangement
• What kind of documents are the Air Waybill and the Bill of Lading? Transport document
• What is the most important difference between these 2 documents ( Air Waybill & Bill of lading )? B/L is characterized by ownership, when possessing the B/L one can become owner of the goods
• Mention the 5 instruments of the communication mix Advertising, Personal Sales, PR, Sales Promotion, Direct Marketing
• Mention the 5 steps of the marketing control system - Decides on: objectives, strategies, plans for implementation - Establish marketing performance standards: product, distribution, communications, pricing - Locate responsibility - Evaluate performance against standards - Take corrective/supportive action
• Mention 5 items include in an agreement? - Name and address of both parties - Date when the agreement goes into effect - Duration of the agreement - Provisions for extending or terminating agreement - Description of sales territory

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