GMS 522 Lecture Notes - Lecture 1: Anti-Globalization Movement, Global Marketing, Customer Relationship Management

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Document Summary

Systematic planning, coordination and implementation of the firm"s marketing activities across national borders. Refers to the inherent disadvantages that multinational firms face when operating in a new host country. Refers to the reduction in per unit cost of production as the firm expands its level of output. Refers to a reduced cost per unit as the firm spreads its total costs over a larger number of brands, product lines or target markets. Global markets could be serviced with standardized products allowing the firm to exploit the economies of scale that would result from longer production runs. Firms would opt to pursue multi-domestic or country-by-country marketing strategy. The need to identify and satisfy unique customer needs. The need for balance between global marketing with its emphasis on standardization and local marketing with its focus on catering to individual country differences. Used by firms that provide foreign affiliates with substantial latitude to make decisions in their local markets.

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