Read the summary and the most important questions on Marketing UAM

• 1 Global marketing in the firm

• 1.1 introduction to globalization

• The interdependence of national economies involving customers, producers and governments in many different markets

  Globalisation

• 1.5 development of a global markering concept

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• Do not adapt their products to the needs and wants of other countries where they are operating

  Etnocentric

• Equal importance to every countries domestic markets and believe in the uniqueness of every market

  Polycentric

• Economic, cultural or political  similarities among regions

  Regiocentric

• Target global consumers who have similar tastes and borrow from every country what is best.

  Geocentric

• The firms commitment to coordinate its marketing activities across national boundaries in order to satisfy global customer needs better than the competition

  Global marketing

• 1.6 forces for global integration and market responsiveness

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• The development and selling of products or services intended for the global market but adapted to suit local culture

  Glocalization

• 1.7 the value chain as a framework for identifying international competitive advantage

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• Internationalisation of the value chain

  • Centralizing upstream actitivities 
    
  • decentralizing downstream activities 

• 1.9 global experimental marketing

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• The use of products in the combination with services to engage the individual customer in a way to create a memorable event.

  Customer experience

• 2 initiation of internationalisation

• 2.1 internationalisation motives

• Major motives for starting export:

  • Proactive 
    
  • reactive