MAJOR ELEMENTS IN INTERNATIONAL MARKETING

abhishreshthaa

New member
Major Influencers

Environmental


Organisational


Interpersonal


Individual


Cultural



Environmental
Macro views eg.production levels,investment,consumer spending,interest rates,technological changes,political - regulatory,eco - friendly developments


You may like to store up raw materials fearing an impending scarcity or you may like to sign up some long term agreements


Organizational
Purchase department


Cross - functional roles - team operation


Centralised purchasing - economical,better deals,easy for supplies to interact at one point


Decentralisation of low price items


Internet purchasing


Long term contracts


Supplier evaluation


JIT



Interpersonal
The seller has to be sensitive to the group dynamics existing in the organization involved in the buying process. To that extent any prior information researched before the purchase decision is taken is invaluable for the selling organization.



Individual
‘keep it simple’


own expert


want the best


want everything done


‘negotiators’


Cultural Factors
Necessary to know the local culture.


Business buyers buy to reduce operating costs or satisfy social or legal obligations
 
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