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Summary Concepts Global Marketing
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Summary of all the concepts associated with the chapters for the International Marketing exam. See bundle together with the summary of the book
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Summary Global Marketing Chapter 9-19
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Begrippen international marketingChapter 1
LSEs
- Large-scale enterprises are firms with more than 250 employees.
SMEs
- Small and medium-sized enterprises occur commonly in the EU and in international
organizations. Companies with fewer than 50 employees are small and those with
fewer than 250 are medium.
Economies of scale
- Accumulated volume in production, resulting in lower cost price per unit.
Economies of scope
- Reusing a resource from one business/country in additional businesses/countries.
Globalization
- Reflects the trend of firms buying, developing, producing and selling products and
services in most countries and regions of the world.
Internationalization
- Doing business in many countries of the world, but often limited to a certain region.
Glocalization
- The development and selling of products or services intended for the global market,
but adapted to suit local culture and behaviour. (think globally, act locally)
Global integration
- Recognizing the similarities between international markets and integrating them into
the overall global strategy
Market responsiveness
- Responding to each market’s needs and wants
Deglobalization
- Moving away from the globalization trends and regarding each market as special,
with its own economy, culture and religion.
Value chain
- A categorization of the firm’s activities providing value for the customers and profit for
the company.
Value shops
- A model for solving problems in a service environment, similar to workshops. Value is
created by mobilizing resources and deploying them to solve a specific customer
problem.
Value networks
- The formation of several firms’ value chains into a network, where each company
contributes a small part to the total value chain.
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