Marketing mix strategies of companies in international marketing- A research on Kahve Dunyasi in London
Başlık çevirisi mevcut değil.
- Tez No: 403122
- Danışmanlar: DR. PAUL REYNOLDS
- Tez Türü: Yüksek Lisans
- Konular: Reklamcılık, İşletme, Advertising, Business Administration
- Anahtar Kelimeler: globalisation, international marketing strategy, marketing mix elements, standardisation, adaptation
- Yıl: 2015
- Dil: İngilizce
- Üniversite: Cardiff Metropolitan University / Prifysgol Metropolitan Caerdydd
- Enstitü: Prifysgol Metropolitan Caerdydd
- Ana Bilim Dalı: Yurtdışı Enstitü
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 71
Özet
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Özet (Çeviri)
Companies in international market use a wide range of marketing tools in order to take root and reach their consumers with a service which will satisfy them within the targeted market. Using the best international marketing strategy plays a crucial role on the success of the company. With the effect of globalisation, as being a part of international marketing became extremely important for companies they try the international market to use the marketing strategies for capturing the best position in new markets. This process helps the companies to expand and diversify their business to a large extent. The purpose of this study is to find out the best international marketing strategy (standardisation versus adaptation) for marketing mix elements (7Ps: product, price, place, promotions, people, physical evidence, and process) applied by companies in international market with the help of a research on Kahve Dunyasi in London. Descriptive and thereby quantitative research methodologies have been used in order to find answers to the research questions. Accordingly, a structured questionnaire has been applied on people who are coffee shop customers in London and purposive sampling method was applied. The outcomes of the questionnaire have been analysed and assessed by means of frequency tests and five point Likert scale analysis by using Qualtrics online survey software, which has the same function with EXCEL and SPSS program. With the results, the research has discussed the best international marketing strategy for each marketing mix element. Therefore, this study can be a guide for Turkish companies, specifically coffee shop companies intending to enter into international markets.
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