Summary: Global Marketing 2
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1 Lesson 1
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What 5 points does Internationalization contain?
1. offshore (outsourcing) production
2. offshore (outsourcing) product design
3. offshore (outsourcing) customer service
4. International trade
5. avoiding taxes by going offshore -
Why does internationalization fail? 3 points
1. Quality problems
2. Communication problems
3. Consumer prefers products/services from: Own country, more economically developed countries, countries with closer cultural distance. -
Name five mistakes in International marketing.
1. Failure to adapt to local markets
2. Brand names do not translate
3. Keyword translation issues.
4. No separate local campaigns
5. Insufficient research into local culture. -
What are the five parts of the Decision model in global marketing?
1. The decision whether to internationalize
2. Deciding which markets to enter
3. Market entry strategies
4. Designing a global marketing program
5. Implementing and coordinating global marketing program -
What are the four orientations in International Marketing?
Ethnocentric
Polycentric
Regiocentric
Geocentric -
2 Lesson 2
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What are the four problems with secondary research in foreign markets?
Non availability of data
Reliability of data
Data classification
comparability of data -
What do companies need to track for sales data?
Sales by country
Sales by product
Sales by distribution channel
Pricing information, the elasticity of demand
Sales representatives -
We try to understand other cultures by looking at our own, this is called Self Reference Criterion. Explain the four steps.
Define from home perspective
Define from host perspective
Isolate and examine SRC influence
Redefine problem without the SRC influence -
The screening of markets or countries is done in 2 stages, what are those?
Preliminary screening
Fine-grained screening -
3 Lesson 3
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What are characteristics of export modes?
100% externalizing, meaning: low control, low risk, high flexibility
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