Summary International Marketing Chapter 1 What to learn from chapter 1: * The internationalization of business and marketing * The globalization debate and the various meanings of “globalization” * The scope of the international marketing task * The importance of the self-reference criterion (SRC) * The progression to becoming a global marketer * The increasing importance of global awareness and the strategic orientation of firms * The distinction among various terms
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Introduction to Globalization Globalization is a relatively new term used to describe a very old process. Since the first appearance of the term in 1962 ’globalization ’ has gone from jargon to cliché. The Economist has called it "the most abused word of the 21st century." It is much exploited in the modern century and is seen as both a curse and a blessing. Globalization is a process of interaction and integration among the people‚ companies‚ and governments of different nations‚ a process
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Inter-Mar L1 objectives basic concepts=international marketing‚internationalization‚global orientation etc. why and how firms go international=inter‚ external motivations different types of inter-mar-organizations=5types definition the marketing of goods and services across national boundaries it involves; identifying international marketing opportunities providing products and services that meet international market needs communicating with international audiences delivering products internationally
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the model of the international marketing task displayed in the text‚ which of the following reasons demonstrates the most important difference between the international marketer ’s task and that of the domestic marketer? (Points: 1) The international marketer must deal with at least two levels of uncontrollable uncertainty instead of one. The international marketer must rely on at least two levels of controllable certainty instead of one. The international marketer is never
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MARKETING STRATEGY Objectives: • Understand the importance of strategic positioning and its relationship to the mix. • Learn to maximize marketing potential by managing portfolios of activities & brands. SESSION 1 (12/01/12) Introduction to Strategic Marketing: Strategic segmentation [pic] [pic] Strategic mission: (company website_The Coca Cola Company_Barilla) Company mission: (company website _ About us) • Values (shared
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Session 1 GLOBALIZATION AND INTERNATIONAL BUSINESS I. INTRODUCTION As people‚ firms‚ and other organizations have expanded their access to resources‚ goods‚ services‚ and markets across wider geographical areas‚ they have also become more deeply affected (positively and negatively) by conditions outside their home countries. Globalization refers to the broadening set of interdependent relationships among people from different parts of a world that happens to be divided into nations. What is
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International Marketing Module no – Mkt 3130 International Marketing TITLE OF CASE STUDY- LUXOTTICA Word Count- 3176 Tutor name – DR. ALUN EPPS 2/19/2012 Table of contents Introduction Pg no- 3-4 Question 1
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Q-1Explain how trade lowers the costs of making computer peripherals such as mice and keyboards. ANSW.It is amazing to think that trade helps to lower the costs of a product. As we saw in the previous question‚ if the United States were to build a product entirely domestically‚ the retail price would not be feasible to most consumers. With trading in place it allows for economies of scale. The technology can be developed in one country‚ the ergonomics in another country‚ the production in another
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Globalization and International Linkages The specific objectives of this chapter are to 1. ASSESS the implications of globalization for countries‚ industries‚ firms‚ and communities. 2. REVIEW the major trends in global and regional integration. 3. EXAMINE the changing balance of global economic power and trade and investment flows among countries. 4. ANALYZE the major economic systems and recent developments among countries
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IDISCUSSION QUESTIONS Chapter 1: 1. To what extent is a global approach to international marketing appropriate to firms in the Asia-Pacific? Global approaches are not always relevant to firms in the Asia-Pacific apart from alerting them to the nature of the international competitive environment in which they are likely to operate. A global approach is not an operating strategy for Indigenous small and medium scale exporters (SMEs) and is only partially appropriate for local subsidiaries of
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