ADM 3326 Lecture Notes - Lecture 4: Absolut Vodka, Global Marketing, Market Segmentation

• School: University of Ottawa
• Department: Administration
• Course: ADM 3326
• Professor: Raluca Balan

Document Summary

9 am to 4 pm (including one-hour break each day) First and second year common courses of your option including adm 2320. For several decades the globalization of markets has considerably increased fueled by the combined forces of world trade liberalization, internationalization of communication and transportation modes and the convergence of consumers" preferences across nations. Multinationals and small firms as well have responded to the challenge created by these unmatched opportunities by boldly entering new markets either by themselves or through alliances and other cooperatives arrangements with foreign partners. At this stage, firms may enter foreign markets with a large variety of options and expand worldwide through the simultaneous operationalization of foreign, multinational, regional and global marketing strategies. The first task in this course will be to draw the distinctions between internationalization options, and then to evaluate under which conditions these options may be appropriate to the firm depending on its profile, constraints and objectives.