Global marketing by Lisa Broekaert https://padlet.com/lisa_broekaert2/2hd6n9rz92ws Gemaakt zonder enige spijt en-us 2016-12-25 15:35:34 UTC 2025-11-10 03:58:16 UTC hello@padlet.com EPRG framework lisa_broekaert2 https://padlet.com/lisa_broekaert2/2hd6n9rz92ws/wish/144780068 - etnocentric orientation:  This means that a company sees only similarities in markets and assume that products and strategys that succeed in the domestic market will be successful anywhere. This leads to a standardized approach in every country they enter in.

- polycentric orientation:  opposite of ethnocentrism.
the marketing strategy is that every country is unique and deserves a specialy adapted strategy.  This leads to a localized and adaptation approach that assumes products must be adapted to different market conditions.

- regiocentric orientation: this means that a region (like Europa , America, ...) becomes the main focus of the company. The management’s goal is to develop an integrated regional strategy.

- geocentric orientation: A company with a geocentric orientation views the entire world as a potential
market and strives to develop integrated global strategies]]> 2016-12-25 15:36:18 UTC https://padlet.com/lisa_broekaert2/2hd6n9rz92ws/wish/144780068 Forces affecting global integration and global marketing lisa_broekaert2 https://padlet.com/lisa_broekaert2/2hd6n9rz92ws/wish/144780087 + Multilateral Trade Agreements: NAFTA, WTO,...

+ Converging Market Needs and Wants and the Information Revolution: The internet and global television channels connect countries with each other and makes them converge

+ Transportation and Communication Improvements: transportation costs and the improvement of the communication technology over the years have made it easier to sell in other countries.
+ Product Development Costs: these costs are highter then in the past so they need more customers to make profit. This is a good reason to sell in more then one country.

+ World Economic Trends: growing markets create opportunity for global marketeers.

+ Leverage: advantage that a company
has because it has experience in more than one country.

-Management Myopia and Organizational Culture: management ignores opportunity to pursue global marketing.

-Opposition to Globalization: negative feelings towards globalization.

- National Controls: sometimes countries try to protect local markets by introducing tariff barriers or other measures. 
 
]]> 2016-12-25 15:37:55 UTC https://padlet.com/lisa_broekaert2/2hd6n9rz92ws/wish/144780087 why global marketing? lisa_broekaert2 https://padlet.com/lisa_broekaert2/2hd6n9rz92ws/wish/144780238 1. use a company's full commercial potential
2. survival: A management team that fails to understand the importance of global marketing risks losing its domestic business to competitors with lower costs, more experience, and better products ]]> 2016-12-25 15:46:59 UTC https://padlet.com/lisa_broekaert2/2hd6n9rz92ws/wish/144780238 Definition lisa_broekaert2 https://padlet.com/lisa_broekaert2/2hd6n9rz92ws/wish/144780261 The difference between “regular” marketing and “global” marketing is the the fact that global marketing sells products in more countries then only the domestic market. ]]> 2016-12-25 15:48:14 UTC https://padlet.com/lisa_broekaert2/2hd6n9rz92ws/wish/144780261 globally oriented growth strategies lisa_broekaert2 https://padlet.com/lisa_broekaert2/2hd6n9rz92ws/wish/144825762 market development strategy: This means that a company sells existing products in new markets.

vs diversification strategy : this means that the company createsa completely new product or service and introduces it to new countries.  The new product is adapted to the new market they want to enter. 
 
When done correctly this can result in increased profit for a company
]]> 2016-12-27 18:09:54 UTC https://padlet.com/lisa_broekaert2/2hd6n9rz92ws/wish/144825762 History lisa_broekaert2 https://padlet.com/lisa_broekaert2/2hd6n9rz92ws/wish/144884234 From the mid-1800s to the early 1920s, with Great Britain as the dominant economic power in the world, international trade flourished --> ended because of WWI
after WWII : new area of international trade ]]> 2016-12-29 20:14:21 UTC https://padlet.com/lisa_broekaert2/2hd6n9rz92ws/wish/144884234 lisa_broekaert2 https://padlet.com/lisa_broekaert2/2hd6n9rz92ws/wish/144884677 When a company creats more value for customers than its competitors,
that company is said to have competitive advantage in an industry or sector]]> 2016-12-29 20:35:57 UTC https://padlet.com/lisa_broekaert2/2hd6n9rz92ws/wish/144884677 Focus lisa_broekaert2 https://padlet.com/lisa_broekaert2/2hd6n9rz92ws/wish/144884783 Focus means that a company concentrates his attention to one core product or service i]]> 2016-12-29 20:41:40 UTC https://padlet.com/lisa_broekaert2/2hd6n9rz92ws/wish/144884783 standardization versus adaptation (making decisions for product, price, promotion, place ) lisa_broekaert2 https://padlet.com/lisa_broekaert2/2hd6n9rz92ws/wish/144885003 2016-12-29 20:49:31 UTC https://padlet.com/lisa_broekaert2/2hd6n9rz92ws/wish/144885003 global localization lisa_broekaert2 https://padlet.com/lisa_broekaert2/2hd6n9rz92ws/wish/144885076 “think globally and act
locally]]> 2016-12-29 20:52:27 UTC https://padlet.com/lisa_broekaert2/2hd6n9rz92ws/wish/144885076