GMS 522- Final Exam Guide - Comprehensive Notes for the exam ( 60 pages long!)

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

Document Summary

International marketing: the process of planning and conducting transactions across national borders to create exchanges that satisfy the objectives of individuals and organization: de nition emphasizes. Global marketing: marketing activities coordinated and integrated across multiple country markets: integration involves product standardization; identical brand names; consistent packaging and a similar advertising message. Levitt"s homogenous markets: ted levitt argued in 1983 that markets are becoming more homogenous (alike) and therefore could be targeted with standardized products, levitt argued that technology and communication were the drivers. His work gave rise to the notion of global marketing . A caveat: it is not necessary for rms to market in all or even most countries to be considered. Global : most of the world"s largest rms generate more than 80% of their sales in their home region of the triad, i. e. us, japan and western europe. Why globalize marketing activities: take advantage of opportunities for growth, survival. Focus on the exchange of something of value.