Standardisation and Adaptation Within International Marketing Context

24708 Words Oct 28th, 2011 99 Pages
THE UNIVERSITY OF HULL

Integration of Standardisation and Adaptation Marketing Mix Strategy
Reference to Shiseido Company in UK and China
Being a Dissertation submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (General) in the University of Hull

by

Ai Jun Hou , BA (Honours)

(April 20, 2001)

Acknowledgement
This dissertation reflects the contribution and insights of many people. I shall take the opportunity to thank the following people who have played a significant role in stimulating my thinking and provided encouragement, support and co-operation for this work.
i. Mandy Brown - University of HULL My project supervisor, whose support, guidance and encouragement are greatly
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4.0 4.1 4.1.1 4.1.2 4.1.3 4.1.4 4.2 4.2.1 4.2.2 4.3 4.3.1 4.3.2 4.3.3 4.3.4 4.3.5 4.4 4.5 4.6 4.7 4.8 4.9 Introduction Cultural factor Language Education Value and Attitudes (Customer Perception) Consume Behaviour/Pattern Physical Condition/Demographic Climate & Ethnic Urbanisation Factor Economic Factors GNP & GDP Inflation Rate & Interest Rate Exchange Rate Balance of Payment The Stage of Development Political/Legal Factors Competitive Factors Technology Factor Stage of Product Life Cycle Organisational Factor The Nature of the Product

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