ARBUS301 Study Guide - Final Guide: Global Marketing, Financial Intermediary, Transfer Pricing
16 Oct 2011
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Document Summary
The environment of international business (diverse cultural, political, legal, monetary, and financial environment of the firm) Global marketing strategy (middle layer of the circle: how to position itself in foreign markets and which customer segments to target, degree to which its marketing program elements should be standardized and adapted. Global market segment a group of customers that share common characteristics across many national markets. Adaptation firm efforts to modify elements of the international marketing program to accommodate specific customer requirements in a particular market (local responsiveness/multi-domestic industries) Standardization firm efforts to make the marketing program elements uniform, with a view to targeting entire regions of countries, or even the global marketplace, with a similar product or service (global integration/global industries) Improved planning and control and build global brands. Complying with such government regulations as health and technical standards. Achieve greater success in combating customer resistance.
