P1- Hw 19 Global Marketing Flashcards
1
Q
Global marketing strategy
A
The adaptation of a whole marketing strategy to target all markets in a worldwide scale.
2
Q
Global localisation
A
The adaptation of a global marketing strategy in order to meet the requirements of local geographic markets
3
Q
Ethnocentric
A
An approach where promotion of the product is done based on the beliefs of the home nation and is not changed for the host nation
4
Q
Geocentric
A
An approach where promotion of the product is done based on a global or worldly point of view. Not based on home or host nation (mix of poly and ethno)
5
Q
Polycentric
A
An approach where promotion is done based on the beliefs of the nation they are operating in (host nation)
6
Q
Cultural diversity
A
Different range of societies or people of different origins, religions
