International Business & Global Marketing at Universität Augsburg

Flashcards and summaries for International Business & Global Marketing at the Universität Augsburg

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Study with flashcards and summaries for the course International Business & Global Marketing at the Universität Augsburg

Exemplary flashcards for International Business & Global Marketing at the Universität Augsburg on StudySmarter:

What is the definition of Global Marketing?

Exemplary flashcards for International Business & Global Marketing at the Universität Augsburg on StudySmarter:

How can marketing activities be coordinated?

Exemplary flashcards for International Business & Global Marketing at the Universität Augsburg on StudySmarter:

How can global customer needs be found and satisfied (better than the competition)?

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Exemplary flashcards for International Business & Global Marketing at the Universität Augsburg on StudySmarter:

What is Internationalization?

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What is done by internationalization?

Exemplary flashcards for International Business & Global Marketing at the Universität Augsburg on StudySmarter:

Which organizational form do LSEs consist of?

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How likely are LSEs to take risks?

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Do LSEs take advantage of economies of scale/ of scope?

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How high is the flexibility of LSEs?

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What are LSE's?

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What are SME's?

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What is globalization?

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Exemplary flashcards for International Business & Global Marketing at the Universität Augsburg on StudySmarter:

International Business & Global Marketing

What is the definition of Global Marketing?

”Global marketing is defined as the firm’s commitment to coordinate its marketing activities across national boundaries in order to find and satisfy global customers needs better than the competition” (Hollensen, 2017, p. 21)
e.g. centralization, delegation,
standardization, local
responsiveness

• Global marketing strategy
• Exploit dispersed knowledge
• Transfer knowledge and best practices


International Business & Global Marketing

How can marketing activities be coordinated?

through Marketing research; analyzing
market segments and customer
groups

International Business & Global Marketing

How can global customer needs be found and satisfied (better than the competition)?

By adapting in order to meet
differnt customer needs by a
superior offering

International Business & Global Marketing

What is Internationalization?

Internationalization of the firm is an increasing geographical dispersion of economic activities across national borders 


Internationalization is doing business in many countries of the world, but often limited to certain region (e.g. Europe)

International Business & Global Marketing

What is done by internationalization?

internationalization means expanding the firm into new markets and/or the new offerings

International Business & Global Marketing

Which organizational form do LSEs consist of?

- Formal/ hierarchial
- independent of one person

International Business & Global Marketing

How likely are LSEs to take risks?

- mainly risk-averse

- focus on long-term opportunities

International Business & Global Marketing

Do LSEs take advantage of economies of scale/ of scope?

YES, LSEs take advantage of economies of scale/of scope

International Business & Global Marketing

How high is the flexibility of LSEs?

Low flexibility

International Business & Global Marketing

What are LSE's?

LSE = Large Scale Enterprise

International Business & Global Marketing

What are SME's?

SME = Small Medium Enterprises

International Business & Global Marketing

What is globalization?

Globalization reflects the trend of firms buying, developing, producing and selling products and services in most countries and regions of the world

literal sense: process of transformation of local or regional phenomena into global ones. It can be described as a process by which the people of the world are unified into a single society and function together – shown in market homogeneity and production outsourcing

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