IM

International Marketing

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Markus Stoffel

Fichier Détails

Cartes-fiches	8
Langue	English
Catégorie	Gestion d'entreprise
Niveau	Collège
Crée / Actualisé	03.10.2012 / 10.10.2012
Lien de web	https://card2brain.ch/box/im
Intégrer	<iframe src="https://card2brain.ch/box/im/embed" width="780" height="150" scrolling="no" frameborder="0"></iframe>

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Which factors can be have influence of the internationalization of the firm?

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- Goals and objectives

- Size of firm

- Location

- Technology and innovation

- products and sercives

What are the main differences between international marketing and marketing in the domestic context?

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= tourner,

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Different cultur,

How is the Internet reshaping the nature of international marketing?

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- More transparency

- Easier to compare

- Easy to order

- No time limitation (24h)

Why do you think a company should or should not market the same product in the same way around the world?

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Advantages:

- Synergies,

- Only one marketing concept -> save costs,

- economies of scale

Disadvantages:

- Different cultures

- Pricing is different and also 4 P's

- Each market is unique and special

What is globalization? advantages & disadvantages

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- A sort of standardize (no individualism)

What are driving forces on global integration?

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Technology

Culture

Market needs

Cost

Free markets

Economic integration

Peace

Management vision

Strategic intent

Global strategy and action

What are restraining forces on global integration=?

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Culture

Market differences

Cost

National controls

Nationalism

War

Management myopia

Organization history

Domestic focus

Which four Global Marketing Opportunities do you know=? Orientations

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- Ethnocentric orientations (Home country is superior / überlegen

- Polycentric orientation (each host country is unique)

- Regiocentric orientation (similiarities and differences)

- Geocentric orientation (worldview sees similiarities and differences)

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