Summary: Global Marketing | 9781292100111 | Svend Hollensen
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1 Lecture 1 + Practise exam
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According to Ghemawat a global strategy must be based on?
Understanding differences and distances among people, cultures and places -
What is the most appropriate approach when an organization has no or little experience in international markets?
Strategic alliance -
How does Nike manufacture
They outsource -
What is polycentric orientation
transnational organisation / multinational -
Which rule is where the decision maker uses the same entry mode in all foreign markets and ignores the heterogeneity on individual foreign markets?
Naïve rule -
The informal way of measuring purchasing power for two currencies:
Big Max index -
High degree of globalism refers to
Many interdependencies between markets, customers and suppliers, and many small players in the industry. -
What is ethnocentric orientation?
homecountry of business is the best way to do business. Opportunity abroad is ignored. -
What is regiocentric orientation?
Company bases marketing strategy on group of countries. -
What is geocentric orientation?
Combination of ethnocentric (home country) and polycentric (host country). Logic behind is that there are differences and similarities in the world which are covered with this strategy.
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Topics related to Summary: Global Marketing
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Product decisions
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Pricing decisions and terms of doing business
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Distribution decisions - The structure of the channel
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Distribution decisions - Multiple channel strategy
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Distribution decisions - Online retail sales
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Distribution decisions - Channel power in international retailing
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Communication decisions (promotion strategies) - The communication process
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Communication decisions (promotion strategies) - Communication tools
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Communication decisions (promotion strategies) - International advertising strategies in practice
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Communication decisions (promotion strategies) - Social media marketing
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Cross-cultural sales negotiations - Cross-cultural negotiations
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Organisation and control of the global marketing programme
