COMMERCE 2MA3 Lecture Notes - Lecture 8: Glocalization, Masculinity, Marketing Mix
29 Nov 2018
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Document Summary
C17: global market: globalization- refers to the increased flow of goods, services, people, technology, capital, information, and ideas around the world; has economic, political, social, cultural, and and environmental impacts. From a marketing perspective, however growth has not been equally dispersed: evaluating real income. Power distance: willingness to accept social inequality as natural. Uncertainty avoidance: extent to which the society relies on orderliness. Individualism: perceived obligation to and dependence on groups. Masculinity: extent to which dominant values are male oriented. Time orientation: analyzing technology and infrastructure capabilities. Incredible expansion of four countries: brazil, russia. Choosing a global market entry strategy: exporting, exporting- producing goods in one country and selling them in another, requires the least financial risk but also allows for only a limited return to the exporting firm. Choosing a global mareting strategy: target market: segmentation, targeting and positioning, global stp more complicated than domestic. Firms have difficulty of understanding the cultural nuances of other countries.
