session 25 - Marketing Management Qiang Liu Global...

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Marketing Management Qiang Liu Global Marketing “Customization versus Standardization”
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2 Agenda Why do we go global How do we go global
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Heaven is a place where the police are British, the chefs are French, the mechanics are German, the lovers are Italian, and everything is organized by the Swiss. Hell is a place where the chefs are British, the mechanics are French, the police are German, the lovers are Swiss, and everything is organized by the Italians Comparative advantages drive international/global trade Globalization: Alternative Scenarios
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4 Why go global (other reasons)? There are common “human” traits and evolving technology/economic driven similarities [“Global Village”] Culture status/affiliation Economies of scale (saturated developed market) Competition is leading to cost pressure and quality requirements that could only be satisfied by global products Unique traits Culture 1 Unique traits Culture 2 Human similarities
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This document was uploaded on 02/06/2011.

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session 25 - Marketing Management Qiang Liu Global...

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