GMS 522 Chapter Notes - Chapter 1-14: Global Marketing, Glocalization, Pricing Strategies

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

Document Summary

Ch 1 global marketing: glo(cid:271)al ma(cid:396)keti(cid:374)g: the s(cid:455)ste(cid:373)ati(cid:272) pla(cid:374)(cid:374)i(cid:374)g, (cid:272)oo(cid:396)di(cid:374)atio(cid:374), a(cid:374)d i(cid:373)ple(cid:373)e(cid:374)tatio(cid:374) of the fi(cid:396)(cid:373)(cid:859)s (cid:373)a(cid:396)keti(cid:374)g activities across national borders. Mcdo substitutes its beef patty with mutton or chicken in india. Evolution of global marketing: extension of domestic strategy to international markets, separate and uncoordinated multidomestic strategy for each country market, coordinated and integrated global strategy, global strategy with adjustment to local country difference. > globalization: the increasing integration and inter-dependence of economies, national institutions, firms, and individuals around the world, collective action from many countries reflect the growing interconnectedness, provided firms the opportunities to expand and enter foreign markets. Nike(cid:859)s i(cid:374)itial (cid:373)ai(cid:374) (cid:373)a(cid:374)ufa(cid:272)tu(cid:396)i(cid:374)g site (cid:449)as chi(cid:374)a due to its lo(cid:449) (cid:449)age (cid:396)ates, (cid:271)ut (cid:373)o(cid:448)ed to. > benefits of globalization: globalization has allowed firms both small and large to pursue opportunities outside their national borders and increase the range of products available to consumers.