ARBUS301 Study Guide - Final Guide: Country Risk, Cash Flow, Emerging Markets
24 Oct 2015
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Arbus 301 - international business final exam study notes. Ex: microsoft, mcdonalds, mastercard, starbucks, nokia, sony, visa, nestle. The environment of international business (diverse cultural, political, legal, monetary and financial environment of the firm) Global marketing strategy (targeting customer segments and positioning) International marketing program standardization and adaption (branding, product development, pricing, marcomm, Coca-cola (great example of a standardizing and adapting brand) Easily recognizable, don"t need to recognize the word/logo (same font, colours, artistic rendering, swirls). Global customers recognize it, local customers are able to identify and consume the product as they know it in their market. Formula is different in individual markets to suit tastes (more/less sweet/flavour) Global positioning strategy: offering is positioned similarly in the minds of buyers worldwide, beneficial: reduces international marketing costs by minimizing the extent to which management must adapt elements of the marketing program for individual markets.
