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strategic marketing (Fach) / International Market selection (Lektion)
- What are the two determinants of market selection+characteristics? The determinants of market selection are "the firm" and "the environment" characteristics of the firm are: degree of internationalization, type of industry, amount of resources characteristics of the environment are: industry structure, how international is the market and the specific country
- What are the 4 steps of the international market segmentation? Selection of relevant criteria development of segments screeing of segments microsegmentation => Market entry
- What are the 4 criteria for international market segmentation? measurability accessibility substainability actioanbility
- What categories of markets are there? a countries->best opportunities for long term strategic development b countries-> opportunities but risky c countries-> high risk thus least attractive
- What is the difference between incrementally and simultaneously? the incrementally can be called waterfall and is a step by step approach, whereas the simultanously is also called sprinkles, because it is about entering different markets at the same time
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