GMS 522 Chapter Notes - Chapter 1-5: Masculinity, Single European Act, Bribe Payers Index

• School: Ryerson University
• Department: Global Management Studies
• Course: GMS 522
• Professor: Carlyle Farrell

Document Summary

Global marketing: refers to the planning, coordination and integration of marketing activities across multiple country markets. Multi domestic marketing: a strategic orientation in which a irm develops and implements a unique marketing strategy for each country in which it does business with little or no coordination of operations between countries. Globalization: building in an organizational lexibility to allow for local/regional adjustments in global strategic planning and implementation; uniformity is sought in strategic elements such as position of a product. Economies of scale: a production condition where an increase in the quantity of the product results in a decrease of the product cost per unit. Glocal marketing: a strategic orientation that relects the need for balance between global marketing, with its focus on standardization, and local marketing, with its focus on adaption. International marketing: the process of planning and conducting transactions across national borders to create exchanges that satisfy the objects of individuals and organizations.