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TWO COUNTRIES - ONE MARKETING MIX? HOW TO ADOPT COMPANY’S MARKETING MIX TO FOREIGN MARKET - CASE STUDY OF VOLVO
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2007 (English)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]

The discussion about 4P’s marketing mix covers two aspects. On the one hand, marketing mix activities are used to apply product into market and attract customers. Its activities are matched with every single market in different way. Managers are focused on country specification, customers’ demands and potential competitors. They analyse all factors, which can influence on future product’s adaptation. Enterprise’s success is measured by amount of selling as well as customer satisfaction and behaviour. On the other hand, it is not obviously that companies need to change their marketing strategies every time, when they want to expand their market to being more international. From this point of view differentiation among marketing mix activities are useful for at first gain new target group and meet their requirements. Subsequently, product can be customized. This thesis concludes theories about marketing mix components and its practical application.

Place, publisher, year, edition, pages
Högskolan i Halmstad/Sektionen för Ekonomi och Teknik (SET) , 2007.
Keywords [en]
marketing mix, adaptation, 4 Ps
Identifiers
URN: urn:nbn:se:hh:diva-733Local ID: 2082/1082OAI: oai:DiVA.org:hh-733DiVA, id: diva2:237951
Uppsok
Social and Behavioural Science, Law
Available from: 2007-06-13 Created: 2007-06-13 Last updated: 2007-06-13

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fulltext(1269 kB)4164 downloads
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File name FULLTEXT01.pdfFile size 1269 kBChecksum MD5
f59248a0b47e5a75d663f8d2696f83520cc11625bfebb4ea384c0b234a1c65fec694d35a555b77cb38884a141c44bb6a5c989f5e8f775887822514c83b1d53b54515ce5d303c9c7e4c3a2fabe41a1243
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf