Пойгина Л.Б., Туринова Л.А. - English for Masters. Management Part 1 (1175658), страница 20

Просмтор этого файла доступен только зарегистрированным пользователям. Но у нас супер быстрая регистрация: достаточно только электронной почты!

Текст из файла (страница 20)

Firms comprising the alliance, at either the corporate or industry level, havecommon business objectives that focus on such areas as improved profitability, productdevelopment, cost sharing, new technologies, and better organization or management.Penetrating foreign markets, protecting domestic markets, co-opting competitors, andspreading cost and risk are all reasons for forming a strategic-alliance.(from “Marketing” by Richard L. Sandhusen)65 2.

Scanning exerciseScan Text 10 to find information on aspects:a)b)c)d)Global statusStrategic alliancesMultinational statusDirect ownership3. Vocabulary study exerciseGlossaryDemand statesDiversification growth strategiesExportingFollower strategiesFranchisingGlobal statusIntegrative growth strategiesIntensive growth strategiesInternational statusJoint ownership arrangementsJoint venturesLicensingMarket development strategiesMicroenvironmentMission statementMultinational statusNiche strategiesStrategic alliancesStrategic marketing planningTurnkey operationsHost-country personnelGlobal marketing standardizationEconomies of scale and scopeGlobal synergiesHost-country criticism of foreign ownershipCo-opting competitorsa) Match the strategy in the first column with one of the concepts below:1.

Backward integration2. A penetration strategy3. Horizontal diversification strategies66 4. Conglomerative diversification strategies5. A product development strategy6. Concentric diversification strategies7. Forward integration8. Horizontal integration9. A market development strategya)Focus(es) on more aggressive marketing of existing products, typically producingrevenues and profits by (1) persuading present customers to use more of the product, (2)attracting customers from competitors, or (3) persuading undecided customers to becomeprospects.b)Focus(es) on attracting members of new markets. For example, in the case of MMtraining systems, these new customers might come from unserved professional market segments, new geographical segments (foreign markets, for example), or new institutionalsegments (for example, hospital personnel enrolling in electronic administration courses).c)Involve(s) developing new products to attract members of existing markets.

With MMsystems, additional customers might result from developing new training software for existingtarget markets, such as courses for tax accountants covering recent decisions of tax courts.New customers might also result from new ways to package and promote existing trainingprograms, such as bonus features offered with systems purchased.d)Occur(s) when the firm increases its control over its supply sources, as when a retailerlike Sears or A&P controls its wholesaler supply sources.e)Occur(s) when the firm increases its control over its distribution system, as when alarge refinery owns and controls its network of service stations.f)Occur(s) when the firm increases its control over its competitors.

For example,institutions like hospitals and colleges will often negotiate consortium arrangements wherebyeach member specializes in a single area (for example, heart transplants or accountingdoctorate degrees).g)Entail(s) adding new products to a firm's product line that are unrelated to the firm'sexisting products but designed to appeal to members of the firm's target markets. Forexample, Starbucks sells Paul McCartney CDs unrelated to their main product line.h)Entail(s) marketing new products unrelated to the existing product line.

Unlikehorizontal diversification, these strategies are designed to attract new categories of customers.Illustration of this was the purchase of Universal Film Studios by the Seagram Corporation, alarge distillery.i)Introduce(s) new products bearing technological or marketing similarities to existingproducts designed to attract new market segments. For example, when Viacom purchasedParamount film studios to enhance the value of its cable channels and TV networks and builda lucrative film library, it was diversifying concentrically.67 4. Discussing exercise1.

Discuss how the steps in the strategic marketing planning are closely interconnected.2. Highlight similarities and differences between marketing stages in domestic (home)and international markets.68.

Характеристики

Список файлов книги