MKTG 4400 Study Guide - Final Guide: Sport Utility Vehicle, Luxury Vehicle
Document Summary
Dimensions and scope of international and global marketing- International marketing: focusing on several markets at the same time: global marketing: focusing on different markets on every continent around the world. 3 main principles that are changing the way global marketing is looked at: advocacy- channel the power in global markets; networks are very importation- full integration of the market; Hyper-personalisation- integrated communication- customized services; commitment- create a brand that resonances with the people along with the product: ethnocentric: not looking beyond your company (home market makes the rules); centralized (more efficient, less effective) Examples of environmental impact on international marketing decisions: Political risk- highly risky for global marketing- very volatile environments can cause problems: economical risk- integration of the world economy (is it a developed or developing country?) Country conditions, intangible fsa, competitive and cultural environment (rugman et al 2012) Opportunities to develop a beachhead in an overseas market. Fragmented state of overseas market: escape from unflavoured domestic market-
