Marketing Mission Statement (internal) - Situation analysis (SWOT) – Diagnosis (issues analysis) – Define Objectives – Marketing Strategy towards objectives (Targeting‚ Positioning‚ 4Ps) Positioning = does the target match the mission statement Adaptations to marketing strategies (New strategy for each market) Multi-national & Global marketing How to put the various activities of the marketing strategy together worldwide - Highly coordinated and controlled = global marketing Multinational
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as if the world was one large market.” - Theodore Levitt (1983) Global Marketing Management I. II. Global vs. International Marketing Standardization vs. Adaptation Controversy A. Benefits of Standardization 1) Cost Saving 2) Levitt’s Argument 3) Uniform Brand Image 4) Improved Coordination Global Marketing Management B. Advantages of Adaptation 1) Differing Use Conditions 2) Legal/Regulatory Factors 3) Different C.B. Patterns 4) The Marketing Concept III. Global Market Segmentation
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This chapter focused on human resource management in international businesses. HRM activities include human resource strategy‚ staffing‚ performance evaluation‚ management development‚ compensation‚ and labor relations. None of these activities is performed in a vacuum; all must be appropriate to the firm’s strategy. This chapter made the following points: 1. Firm success requires HRM policies to be congruent with the firm’s strategy and with its formal and informal structure and controls.
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1. How does sensory adaptation affect advertising comprehension? How can marketers overcome sensory adaptation and increase the likelihood that consumers will notice their ads? Sensation is the immediate and direct response of the sensory organs to simple stimuli such as advertising. Sensory receptors are human organs that receive sensory inputs. Human sensitivity refers to the experience of sensation. Sensitivity to stimuli varies with the quality of our sensory receptors and the amount or intensity
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Introdution Spearheaded by one of the most admired and innovative airlines in the world‚ the Emirates Group is a dynamic travel and tourism operation with a global reputation for excellence spanning every aspect of the industry. Emirates would like to extend the same warm welcome that our cabin crew are famous for as you explore their Company and learn about the Vision & Values which make Our Brands the best in the business. Question 1 Nowadays‚ Emirate is a major player in the globalairline industry
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an emphasis on standardization are central tenet of GM Evolution of the concept Domestic marketing – International sales are incidental to marketing strategy Multidomestic marketing – unique strategy for each country market Global marketing – Focus now on standardization and global segments Local marketing – Standardization but with a focus on the needs of local customers “Glocal Marketing” reflects the need for balance between global marketing‚ with a focus on standardization‚ and local marketing
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The current issue and full text archive of this journal is available at www.emeraldinsight.com/0265-1335.htm International marketing adaptation versus standardisation of multinational companies Demetris Vrontis School of Business‚ University of Nicosia‚ Nicosia‚ Cyprus Adaptation versus standardisation 477 Received September 2008 Revised February 2009 Accepted February 2009 Alkis Thrassou Department of Marketing‚ School of Business‚ University of Nicosia‚ Nicosia‚ Cyprus‚ and Iasonas
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market‚ especially thanks to a change of mentality‚ ideals‚ and of course‚ policies that drove the country and therefore the economy to globalization. Shifts are neither easy nor painless‚ they take a lot of dedication‚ hard work‚ and require adaptation‚ not only from the leaders of the country‚ but also from the population‚ who have the potential of being greatly benefit if they also open their minds to new ideas‚ strive for self-improvement‚ and in a way‚ become entrepreneurs. We will hardly
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Global Cosmetic Industries In the world of globalization with unstable economic situation most of the investors looking for more stable market place to invest for long term. Selecting an appropriate market place with the concern of risk associate with it is a vital task for any investor. Global Cultural Revolution makes all cultural consumers to move into standardized product rather then using local products. Europe and America already achieved a well structure cosmetics and toiletries market
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3) Also Brazil is very different to other latin american countries! (history‚ language‚ culture‚ climate) (CASE S.6) Also different to countries they already have presence in as it is different to Mexico! (CASE S.67) Customer Needs: Product adaptation requirements (e.g. Handle Configuration)(CASE S.7) Market structure: Lowcostandqualityproducts from competitor over highquality products (CASE S.5) Competitors sell to end user for LESS THAN JET to distributors in same country (CASE S
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