global marketing

Question 1

global marketing

Answer 1

focussing the resources and objectives of a company on global market oppourtunities

Question 2

what do they do?

Answer 2

• entire planet as their marketplace and source of supply
• identify competitors, suppliers, customers, employees, threats and opportunities throughout the world regardless of national boundaries
• coordinate marketing activities across national boundaries to satisfy global needs

Question 3

ethnocentric

Answer 3

extending ways of doing business to foreign affiliates. High centralization
same approach as In the home country

Question 4

regiocentric

Answer 4

coordination marketing programmes within regions but not across them

Question 5

polycentric

Answer 5

adapting to different conditions of production and marketing in order to maximize profits in each country. High decentralization

Question 6

geocentric (global)

Answer 6

offering global product concepts with local adaption

think global, act local

Question 7

product standardization

Answer 7

maintaining uniformity and consistency among the different versions of a particular good or service that are available in different markets.

Question 8

product adaptation

Answer 8

modifying an existing product so it is suitable for different customers or markets