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Case Study and Analysis Executive summary of Global marketing Global marketing can be defined as the strategy to achieve one or more of four major categories of potential globalization benefits. These are enhanced customer preference, cost reduction, improved quality of programs and products and increased competitive advantage on a global basis.
Global marketing refers to marketing activities by companies that emphasize on the following:- Standardization of marketing programs across different countries with respect to promotional mix, product offering, channel structure and price can increase opportunities for brands, transfer of products and other ideas across subsidiaries and help to address the emergence of global customers. Coordination across markets refers to reduction in cost inefficiencies and duplication of efforts among their regional and national subsidiaries. Global integration involves participation in major world markets to gain competitive leverage and effective integration of competitive campaigns of firm across these markets to subsidize operation in some market with resources generated in others and responding to competitive attacks in one market by counterattacking in others. Global marketing does not refer to development of products anywhere on a global basis. The climate, economic geography and culture affect the way in which the products are developed by companies and demanded by consumers. The availability of both natural and human resources is a major determinant of industry location. Needs of consumers are equally important in determining the industry location. ...
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