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Summary chapter 1, 2, 3, 4, 6 Global Marketing - Hollensen
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Clear summary chapters 1, 2, 3, 4, 6 (35 pages) Global Marketing - Hollensen. Structured/including different tables and figures.
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Summary Global MarketingSvend Hollensen
Chapter 1 – Global marketing in the firm
Internationalization: doing business in many countries of the world, but often limited
to a certain region (e.g. Europe).
Globalization: reflects trend of buying, developing products/services, producing,
selling and distributing products/services in many countries and regions of world.
5 main decisions that companies face in a global marketing process:
The decision whether to Mature: enter new business
internationalize Adolescent: consolidate (strengthen) your
export markets
Immature: stay at home
Based on mission and vision.
‘Nine strategic windows’ model: uses industry
globalism and the firm’s preparedness as criteria
whether the firm should go abroad.
A systematic process involving assessment of:
Market opportunities
Internal resources
Marketing objectives
Implementation plan for international marketing
mix
Deciding which markets
to enter
Market entry strategies
Designing the global
marketing programme
Implementing and
coordinating the global
marketing programme
Glocal: Global + Local
1
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