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Summary Global, b2b, service marketing alle documenten $11.38   Add to cart

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Summary Global, b2b, service marketing alle documenten

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  • February 13, 2024
  • 6
  • 2023/2024
  • Summary
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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

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