Internacionalizacion semana 3 (1).docx

8/9/2019 Internacionalizacion semana 3 (1).docx

1/8

CARIBBEAN INTERNATIONAL UNIVERSITY

MBA IN MARKETING

MARKETING INTERNACIONAL

EL ENTORNO DEL COMERCIO

GLOBAL.

ANDREINA ESCOBAR

2015


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Introducción

EL marketi! e" # $r%'t% &e (a !(%)a(i*a'i+ , a"- mi"m% (a !(%)a(i*a'i+ e"

$r%'t% &e( marketi! % /a, &a #e (%" &%" "% $r%'e"%" im$%rtate" a

ie( m#&ia( e( mer'a&e% %" a,#&a a !arati*ar (a $r%m%'i+ &e (%"

$r%'t%" &e maera ma"ia , e #a 'ati&a& &e tiem$% $e#ea. 3er% a (a

/%ra &e $eetrar # mer'a&% itera'i%a( "% m#'/%" (%" 4a't%re" a teer e

'#eta a&em" &e( i&i%ma #e e" e( m" ei&ete t%&a" (a" '#(t#ra" "%

&i4erete" , (% #e e" )ie i"t% e a(!#a" e" %4e"i% e %tra" $%r (% tat%

e" e'e"ari% rea(i*ar # e"t#&i% $rei% , #a $%"teri%r a&a$ta'i+ &e( $r%'t%

a( mer'a&% $ara $%&er teer 67it% e e( #e% $r%'e"% &e '%mer'ia(i*a'i+. E

e"te )ree e"a,% "e aa(i*ara (%" 4a't%re" m" im$%rtate" a (a /%ra &eitera'i%a(i*ar # $r%'t% , e8em$(i4i'arem%" #a em$re"a #e (% /a,a

$%&i&% ((ear a 'a)% '% 67it%.


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3ara #e (a $eetra'i+ &e #a em$re"a a # mer'a&% itera'i%a( "e ((ee a

'a)% '% 67it% "e &e)e t%mar e '#eta (a" '%"t#m)re" /)it%" ,

$re4ere'ia" &e( $a-" a e7$(%rar ,a #e '#a&% "e me*'(a (%" a(%re" $r%$i%"

'% (%" a(%re" &e (a" "%'ie&a&e" '% (a" #e "e )#"'a e"ta)(e'er #a re(a'i+

'%mer'ia( "e $#e&e itr%'ir $r%'t%" % "eri'i%" &e maera ia&e'#a&a.

Ca&a '#(t#ra tiee &i4ere'ia" mar'a&a" e '#at% a $re4ere'ia" &e '%"#m%

$%r (% tat% ate" &e $(aear #a e"trate!ia &e mer'a&% (a" em$re"a" #e

#iere a('a*ar e( 67it% e %tr%" $a-"e" &e)e aa(i*ar '%m% (%"

'%"#mi&%re" #ti(i*a , e 'iert%" $r%'t%". L%" e(emet%" '#(t#ra(e" %"

4a'i(ita '%%'er (%" ra"!%" &i"titi%" #e /a'e &i4erete" a !r#$%" /#ma%"

$%r (% tat% "i "e &e"ea '%(%'ar # $r%'t% e e( mer'a&% $%r e8em$(% "e

te&r #e '%%'er e( i&i%ma % &ia(e't% &e (a a'i+ a e7$(%rar a"- '%m%

tam)i6 e( (e!#a8e % er)a( $ara eitar ma(iter$reta'i%e".

L%" e(emet%" m" im$%rtate" a t%mar e '#eta rate e( $r%'e"% &e

itera(i*a'i+ "%9

El idioma: E" 4#&ameta( $ara 4a'i(itar e( ete&imiet% '% e( mer'a&%

%)8eti% e" (a $rimera /erramieta $ara rea(i*ar e( a'er'amiet% '% e(

mer'a&% %)8eti% e( '%%'imiet% &e( i&i%ma %" $ermitir '%m#i'ar%" &e

maera e4e'tia '% $%te'ia(e" '(iete" "ie&% e"te /erramieta '(ae $ara

$%&er &e"arr%((ar e( $r%,e't%.

Religión: La re(i!i+ e" # 4e+me% "%'ia( '%m$(e8% #e e!(%)a # "i"tema

&e rit%" 're&%" $r'ti'a" %r!ai*a'i%e" e i4(#e'ia" "%'ia(e" $ara e(

marketi! e" im$re"'i&i)(e '%%'er (%" &i4erete" ti$%" &e re(i!i+ ,a #e &e

% /a'er(% "e $#e&e '%meter %4e"a". E" im$%rtate teer e '#eta #e (a

re(i!i+ i4(#,e e (%" /)it%" &e (a" $er"%a" e (%" $r%'t%" #e '%"#me

, (a 4%rma e #e (%" '%m$ra $%r e8em$(% (%" $ri'i$a(e" &-a" 4e"ti%" a

me#&% e"t (i!a&%" a (a re(i!i+ (a ai&a& e( 4i &e a% '/i% e( /a#ka/

et'.

Valores, actitudes y costumbres: S% (a" 'ree'ia" , "etimiet%"

!eera(i*a&%" , e"ta)(e" e e( tiem$% "% a'tii&a&e" im$%rtate" $ara

'%"erar (a i&eti&a& 4-"i'a , $"i'%(+!i'a. La a'tit#& /a'ia e( 'am)i% e" i"ta'%m% $%"itia e (%" $a-"e" i"tria(i*a&%" mietra" #e "%'ie&a&e" m"


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tra&i'i%a(e" e( 'am)i% "e $er'i)e '% ma,%r re'e(% , "e e7$re"a #a ma,%r

re"i"te'ia e e"$e'ia( '#a&% $r%iee &e #a eti&a& e7tra8era. A"- mi"m%

a( '%%'er (a" 'ara'ter-"ti'a" , $atr%e" '%'t#a(e" &e( "e!met% a( '#a( "e

iteta ((e!ar e"tarem%" e me8%r $%"i'i+ $ara re4iar (a me*'(a &e marketi!

#e "e re#iere $ara "ati"4a'er a&e'#a&amete e e"e "e!met% meta.

Estética: La e"t6ti'a tiee #e er '% (%" !#"t%" #e ar-a "e!: 'a&a

'#(t#ra $%r (% tat% (a" &e'i"i%e" &e '%m$ra &e $r%'t%" &e '%"#m% "e

$#e&e er a4e'ta&a" $%r (a" aria'i%e" &e # $a-" a %tr%. T%&a" (a" '#(t#ra"

tiee i&ea" arrai!a&a" e (% #e "e re4iere a )e((e*a )#e !#"t% '%(%r ,

4%rma. L% #e e" , (% #e % e" a'e$ta)(e $#e&e ariar &e maera "i!i4i'atia.

E( '%(%r $%r e8em$(% e" im$%rtate $#e" &i"tit%" '%(%re" tiee &i"tita"im$(i'a'i%e" e a(!#%" $a-"e" (% #e $#e&e "i!i4i'ar i&a e %tr%" $#e&e

"i!i4i'ar m#erte (%" '%(%re" "% #"a&%" $ara i&eti4i'ar , &i4ere'iar (a"

mar'a" a"- '%m% $ara re4%r*ar "#" 'ara'ter-"ti'a".

Educación: E( ie( e'ati% e" # 4a't%r im$%rtate $ara teer e '#eta a (a

/%ra &e $eetrar # #e% mer'a&% , a4e'ta &ier"a" eta$a" &e( $r%'e"% "i

e7i"te # a(t% ie( &e aa(4a)eti"m% (a $#)(i'i&a& &e)er "er /e'/a me&iate

e( #"% &e a$%,%" i"#a(e" e( ie( &e "%4i"ti'a'i+ &e( $r%'t% &e$e&er &e(

ie( e'ati% &e (%" #"#ari%" 4#t#r%" e" $%r e"t% #e m#'/%" $r%'t%" #e

a('a*a "# eta$a &e mare* e $a-"e" $rimerm#&i"ta" $#e&e "er

itr%'i&%" '%m% i%a&%re" e $a-"e" emer!ete".

Starbucks

Star)#'k" e" # $er4e't% e8em$(% &e '+m% ((ear a 'a)% # $r%'e"% &e

itera'i%a(i*a'i+ '% 67it%. La 'a&ea &e 'a4eter-a a)ri+ e Seatt(e e 1;


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'am)ia&% e( %m)re a Star)#'k" (a em$re"a am$(i+ "#" a'tii&a&e" a ie(

itera'i%a(. A't#a(mete '#eta '% m" &e ?00 (%'a(e" e M67i'% , &e"&e

e( 201@ tiee $re"e'ia e C%(%m)ia '%m$itie&% '% #a Va(&e* , "ie&% e(

:i'% $a-" #e #"a $ara (a e(a)%ra'i+ &e "#" $r%'t%" "%(amete 'a46

a'i%a(. 3arte &e( 67it% &e Star)#'k" e" #e e( @0 &e "#" $r%'t%"

%4re'i&%" (%'a(mete "% a&a$ta&% a( $a-" e e( #e "e e'#etra e" &e'ir "#

%4erta % e" e"t&ar a ie( m#&ia( "%(amete "#" $r%'t%" i"i!ia".

La $!ia e) &e Tai e"t re&a'ta&a e e( i&i%ma (%'a( a"- '%m% tam)i6

e i!(6" (% #e 4a'i(ita e( ete&imiet% &e (%'a(e" , 4%re%" a&em" (a

$!ia e"t &i"ea&a )a8% (a mi"ma (-ea '%r$%ratia #e "e $#e&e e'%trar

e (%" &i4erete" e)"ite" &e t%&%" (%" $a-"e" &%&e e"t e"ta)(e'i&a (a

'a&ea. Ya #e "e trata &e( mer'a&% %rieta( (a %4erta &e t6" e" am$(ia ,

aria&a $e"a&a e '%m$(a'er a( $:)(i'% (%'a(.


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3%r %tra $arte (a $!ia e) 4ra'e"a &e Star)#'k" e"t e4%'a&a m" /a'ia e(

'a46 , (%" ('e" ,a #e e"t%" 4%rma $arte &e (a '#(t#ra &iaria &e( $ari"i% e(

&i"e% e" e"t&ar , e"t re&a'ta&a e 4ra'6" a&em" (a $!ia &e ii'i%

tiee #a ima!e re$re"etatia &e (a 'a&ea $er% a( e"ti(% t-$i'% &e (%" a%"

20 m#, 'ara'ter-"ti'%" &e 3ari".


7/8

Conclusión.

E( e"t#&i% &e (%" a"$e't%" &e( et%r% '#(t#ra( e" &e 4#&ameta( im$%rta'ia ,

"#r!e ate (a e'e"i&a& &e (%" $a-"e" &e e7$a&ir "#" mer'a&%". La"

&i4ere'ia" #e e7i"te e '#at% a i&i%ma re(i!i+ a(%re" e 'a&a #a &e (a"

'#(t#ra" re$re"eta # %)"t'#(% $ara (a" em$re"a" #e )#"'a e"ta)(e'er

#a re(a'i+ '%mer'ia( '% %tr% $a-" "i em)ar!% '% $(ai4i'a'i+ , e"t#&i%"

a&em" &e $er"%a( 'a$a'ita&% e" $%"i)(e 'rear $#ete" , ((ear (%" $r%'t%"

a &i4erete" mer'a&%". La '#(t#ra % "e $#e&e a$re&er $er% $%&em%"

a&a$tar%" a e((a $ara eitar e( re'/a*% , /a'er e( $r%'e"% &e $eetra'i+ a(

mer'a&% m" "#ae , e4e'ti% $ara (%!rar (%" re"#(ta&%" e"$era&%".


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Bibliografa

/tt$9i)er!(%)a(.'%m4rame./tm

/tt$9i)er!(%)a(.'%mima!e"ar'/i%"4a8#(F4a't%re"F'#(t#ra(e"Fi'e.$&4

/tt$9e".iki$e&ia.%r!ikiStar)#'k"

/tt$9.e'%%mia&i!ita(.e"e"%ti'e"201202itera'i%a(i*a'i%F'#(t#raF

,F#Fm#&%F&eF'%(%re"F2

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Internacionalizacion semana 3 (1).docx