100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
Summary Global, b2b, service marketing alle documenten $11.26   Add to cart

Summary

Summary Global, b2b, service marketing alle documenten

 13 views  0 purchase
  • Course
  • Institution

Summary, slides, cases (AccorHotels, etc.) and sample exams with details

Preview 2 out of 6  pages

  • February 13, 2024
  • 6
  • 2023/2024
  • Summary
avatar-seller
1. Introduction to global marketing
= systematic planning, coordination and implementation of marketing activities in international
markets


1. EVOLUTION OF GLOBAL MARKETING
Globalization
= increasing interdependence, integration & interaction among people, companies & governments of
different nations around the world.
 Lead to converging commonalities across globe

Drivers of globalization
1. Technological changes
= global connectivity

 Global telecommunication infrastructure
= information flows btw geographicallly distant locations
 ICT
e.g. internet, satellites, wireless telephone
= facilitates communication btw companies x consumers
 Web 2.0
= content websites created by users

 Barriers remain!
 Digital divine (niet iedereen internet/ telefoon)

2. Political arrangements & unification process
 Since WWII
= creation of supra-national political organizations (NATO, UN)
 International trade organizations x agreements to promote the trade of pxs
E.g. WTO, GATT, MERCOSUR, NAFTA
 Monetary unions
e.g. Euro zone

3. Technological and legal harmonization
= increase in #standards applied globally
e.g. Copyright laws x patents

4. Globalization of economy & trade
= increase in volume x variety of transactions across borders
 Rise x success of multinational companies
 Volume global trade x 20 since 1950
e.g. China biggest exporter, US biggest importer

5. Financial globalization
 Emergence of worldwide financial markets
 Better access to external financing for corporate, national x sub-national borrowers
 Free international capital flows
 Globalization of financial crises…



Steffie Trouwen 1

, Marketing globalization
= rise of consumerist society around world (buying of material goods)
 Started in US & spread across world
 Consumerism

Evolution of global marketing




1. Domestic strategy
 Entering international markets by applying domestic strategies
 Ignoring country differences
 International sales as bonus
 NOT successful
e.g. Kellogg’s

2. Separate strategies
 Importance of international differences
 M strat per country
 NO coordination of strategies across countries = no synergies/ cost savings!
 Effective but expensive

Period of Kotler!
= early ‘70s
 Companies need to be customer driven instead of needs marketing magager
 Market segmentation, segment targeting & product positioning
 Marketing mix adaption

3. Integrated phase
 Recognize inefficiencies of separate strategies
 Look to exploit similarities
o Same competitors in different countries
o Global customers
 Standardization
 Global marketing: Levitt 1983

4. Global strategy with adjustments
 Unique customers no longer ignored
 Glocal marketing
= balance btw global marketing (standardization) and local marketing (adaptation)

Glocalization
= differentiated globalization
= standardize parts of marketing strategy (global e.g. product lines, brand name) & adapt another
part of mm (e.g. assortment, promotions, advertising)

E.g. Mc Donald’s, Ford, Disney, Unilever




Steffie Trouwen 2

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

Quick and easy check-out

You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying these notes from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller ianquyo. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $11.26. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

67474 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 14 years now

Start selling
$11.26
  • (0)
  Add to cart