GMS 522 Study Guide - Midterm Guide: Social Inequality, Fractionalization, Shampoo

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

Document Summary

International marketing process of planning and conducting transactions. Integration involves product standardization; identical brand names; consistent packaging and a similar advertising message. Ted levitt 1983 (cid:498)global marketing(cid:499) was popularized by him. markets are. ~not necessary for firms to market in all or most countries to be (cid:498)global(cid:499) becoming more homogeneous therefore able to be targeted with standardized products. ~most of the worlds largest firms generate >80% of their sales in their home region. Companies that do not pursue global opportunities will eventually lose domestic market share to foreign rivals. Mcdonalds beer in germany, beef off menu in india, soft drinks qoo coca cola in japan) Globalization trend towards greater interdependence among national global marketing with focus on standardization and local marketing with institutions and economies. 9/11 subprime financial crisis around the world around the world that are low cost or high quality producers. Globalization of markets convergence of buyer preferences in markets.