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

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

Document Summary

Fdi foreign direct investment, institutional arrangements used by firms to penetrate foreign markets. Makes long term capital investments in a foreign business. Global marketing the systematic planning, coordi(cid:374)atio(cid:374) a(cid:374)d i(cid:373)ple(cid:373)e(cid:374)tatio(cid:374) of the fir(cid:373)"s marketing activities across national borders. Liability of foreignness the additional costs/liabilities to being an international company. Both global and domestic marketing share a focus on the satisfaction of consumer needs and the exchange of something of value. Economies of scale the reduction per unit cost of production as the firm expands its level of output. Economies of scope reduced cost per unit as the firm spreads its total costs over a larger number of brands, product lines or target markets. Multi-domestic marketing strategy each of the firms subsidiaries or divisions was viewed as a profit center and individual marketing strategies were developed for each country in which the company operated. International marketing is bringing your product to other another country with out making any adjustments to it.