international Communication

pricing strategy

Good Consulting Company Simon, Kucher and Partner

• skimming pricing

Market Rollout is normally done with a waterfall modell, US / Western Europe Markets, Developing Countries, non – developed countries

• penetration pricing

concentration on unit sales and scale effects

dynamic Pricing modell

Gillette Indonesia Marketing Case

International Market Entry Strategies

Market Attractiveness – Scoring Modell

Waterfall versus Shower Modell

Market Entry Form

• Exporting
• Licensing
• Franchising
• Joint Ventures
• wholly owned subsidiaries

International Product Developement

Branding

Brand Positioning Bull´s Eye

Honda India Case

Prof. Dr. Christiane Prange – Lyon Business School

International Marketing Management

who to find corrupt countries to avoid business there

CIA factbook

transparency.org

cultural index

Geert Hofstede Cultural Index

STP – Segmentation / Targeting / Positioning

85% of the marketing messages won´t reach your targets.

A- Attention

I – Interest

D – Desire

A – Action

Segmentation – 4C Modell – invented by Young and Rubicam

Targeting – which product fits which segment

Positioning – Perceptual Mapping

After having some nice morning run we start at 09:00 again with marketing communication.

“Telling is not selling” – we do some practical work, planing a marketing campaign for a new youth tv station.

Communication Management – Prof. Hans Bachmann

Paul Watzlawick – 5 pragmatic axioms

• One Cannot Not Communicate
• every communication has a content and relationship aspect
• The nature of a relationship is dependent on the punctuation of the partners communication procedures
• Human communication involves both digital and analog modalities
• Inter-human communication procedures are either symmetric or complementary

Rosenthal´s Pygmalian Effect or the self fulfilling prophecy

Herold Laswell – Wer sagt was wem auf welchem Weg mit welchem Effekt ?

Paul Felix Lazarsfeld – Die Arbeitslosen von Marienthal

John Bargh – social psychological phenomena

Maslow – Hierarchy of Needs

Macht / Geschwindigkeit – Paul Virilio Geschwindigkeits- und Virtualisierungstheoretiker

Mikunda – Marketing Inszenierung