Internationales Marketing-Management

Abstract

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Marketing Management: Monitoring the International Environment Factors Using Global Maps

“…Threat of any third parties/countries; risk of ownership; risk of conducting business; transaction risk; expropriation risk; confi scation; domestication; frequency and tendency to doing strikes; political confl icts; eff orts for sovereignty; the army's role. Boučková et al (2003) Berndt et al (2007 De Búrca et al 2004Hollensen 2001Political system, the government and its stability Political pressure in a country; government policy; government's stability; quality of managing the host country's economic system; the host country's attitude to foreign investments; the host country's relationship to the rest of the world; proximity between the government and people; framework political conditions (state as a regulator X directive interventions); political system. Boučková et al (2003) De Búrca et al 2004Hollensen 2001Machková 2009Membership in multinational institutions…”

“…Boučková et al (2003) De Búrca et al 2004 Religion; religious observance; religious holidays; religion and taboos; relationship to the universe (the belief in the existence of God, church attendance -the number of churches, the number of religious movements, Eastern religions, mysticism, occultism); faith and values; religious institutions; religious practices (some religious practices limiting properties product -alcoholic, animal fats); sorrows; pray facing; forbidden topics (nudity, sexual conduct, hygienic habits, allusions to church); taboos (fi sh on Fridays for Catholics, Hindus for beef, pork for Muslims and Jews) etc. Berndt et al (2007) Boučková et al (2003 De Búrca et al 2004Hollensen 2001 World's population size; population; population density; mobility; age distribution of the population; birth rate; marriage; mortality rate; quality of life; poverty rate etc. Berndt et al (2007) Kotler and Armstrong (2006) Ethnic and racial structure Ethnic structure; racial structure; ethnic culture.…”

“…Berndt et al (2007) Boučková et al (2003 De Búrca et al 2004Hollensen 2001 World's population size; population; population density; mobility; age distribution of the population; birth rate; marriage; mortality rate; quality of life; poverty rate etc. Berndt et al (2007) Kotler and Armstrong (2006) Ethnic and racial structure Ethnic structure; racial structure; ethnic culture.…”

“…It's surprising in the context of fast-changing technologies and their development, being part of current marketing activities that the authors pay the least attention to them. These issues are not solved at all in some publications (Hollensen, Machková (2009) 2001; Berndt et al, 2007), andDe Búrca et al (2004), for example, reduce the whole technological environment to the information technology environment. Just the information technologies allow for using the systems making the relationships between suppliers and clients more effi cient.…”

“…The main methods used for that purpose involved a review of theoretical approaches and frameworks of international marketing factors conceived by selected authors, including a synthesis thereof. The examination involved the factors of the international marketing environment discussed and suggested by seven authors: Hollensen, 2001;Kotler and Armstrong, 2006;De Búrca et al, 2004;Hoff stede, 2007;Berndt et al, 2007;Machková, 2009;and Boučková et al, 2003. The selected professional publications presenting secondary sources particularly involved searching for the subcategories and factors of the international marketing environment that those authors dealt with.…”