International Business & Global Marketing at Universität Augsburg | Flashcards & Summaries

Lernmaterialien für International Business & Global Marketing an der Universität Augsburg

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What is the definition of Global Marketing?

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”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


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How can marketing activities be coordinated?

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through Marketing research; analyzing
market segments and customer
groups

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

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

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What is Internationalization?

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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)

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What is done by internationalization?

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

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Which organizational form do LSEs consist of?

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- Formal/ hierarchial
- independent of one person

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How likely are LSEs to take risks?

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- mainly risk-averse

- focus on long-term opportunities

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

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

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How high is the flexibility of LSEs?

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Low flexibility

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What are LSE's?

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LSE = Large Scale Enterprise

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What are SME's?

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SME = Small Medium Enterprises

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What is globalization?

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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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Q:

What is the definition of Global Marketing?

A:

”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


Q:

How can marketing activities be coordinated?

A:

through Marketing research; analyzing
market segments and customer
groups

Q:

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

A:

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

Q:

What is Internationalization?

A:

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)

Q:

What is done by internationalization?

A:

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

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Q:

Which organizational form do LSEs consist of?

A:

- Formal/ hierarchial
- independent of one person

Q:

How likely are LSEs to take risks?

A:

- mainly risk-averse

- focus on long-term opportunities

Q:

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

A:

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

Q:

How high is the flexibility of LSEs?

A:

Low flexibility

Q:

What are LSE's?

A:

LSE = Large Scale Enterprise

Q:

What are SME's?

A:

SME = Small Medium Enterprises

Q:

What is globalization?

A:

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

International Business & Global Marketing

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