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A snapshot of the summary - Global Marketing
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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
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What is the most appropriate approach when an organization has no or little experience in international markets?Strategic alliance
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How does Nike manufactureThey outsource
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What is polycentric orientationtransnational organisation / multinational
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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
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The informal way of measuring purchasing power for two currencies:Big Max index
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High degree of globalism refers toMany interdependencies between markets, customers and suppliers, and many small players in the industry.
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What is ethnocentric orientation?homecountry of business is the best way to do business. Opportunity abroad is ignored.
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What is regiocentric orientation?Company bases marketing strategy on group of countries.
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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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