MCS 4600 Chapter Notes - Chapter 1: Global Marketing, Strategic Management, Competitive Advantage

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 4600
• Professor: palombo

Document Summary

Global marketing management requires a strategically integrated focus on customers, competition, technology, regulation, and economic, political and social trends and factos. Companies need to take global marketing seriously for survival. The company that fails to become global in outlook and practice risks losing its domestic business to competitors who have lower costs, more relevant experience, and better products. Marketing- a series of activities leading to an exchange between a seller and a buyer at a profit. Marketing activities center on an organizations efforts to satisfy customer wants and needs with products and services that offer competitive value. Although marketing is universal, marketing practice varies from country to country, region to region and aross markets within a single country. In 1960 shifted the focus of marketing from the focus of marketing from the product to the customer. In 1990s shifted the focus of marketing from the customer or the product to the customer in the context of the broader external environment.