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Marketers 2 global strategic alliances are agreements

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marketers2.Global Strategic Alliances: are agreements among 2 or more independent firms tocooperate for the purpose of achieving common goals such as a competitive advantage orcustomer value creation3.There are 3 types of global companies1.International Firms: engages in trade and marketing in different countries as anextension of the marketing strategy in its home country2.Multinational Firms: views the world as consisting of unique parts and markets toeach part differently2.i.Multidomestic Marketing Strategy: they use this which means that theyhave as many different product variations, brand names, and advertisingprograms as countries in which they do business3.Transnational Firms: views the world as one market and emphasized culturalsimilarities across countries or universal consumer needs and wants more thandifferences3.i.Global Marketing Strategy: the practice of standardizing marketingactivities when there are cultural similarities and adapting them whencultures differ. This benefits marketers by allowing them to realizeeconomies of scale from their production and marketing activities4.Global brand: a brand marketed under the same name in multiple countries with similarand centrally coordinated marketing programs5.Global Consumers: consist of consumer groups living in many countries or regions of theworld who have similar needs or seek similar features and benefits from products orservices1.Global companies want global consumersTrend 4: Emergence of a Networked Global Marketspace ([PP] Networked Global Marketspaceand other technological advances)1.The use of Internet technology as a tool for exchanging goods, services, and informationon a global scale is the 4thtrend affecting world trade2.A networked global marketspace enables the exchange of goods, services, and info fromsellers anywhere to buyers anywhere at any time and at a lower cost([PP] There is a 5thtrend/factor in slides, look there: The Economy.)A Global Environmental Scan: this section focuses on 3 kinds of uncontrollable environmentalvariables (cultural, economic, and political regulatory) that affect global marketing practices instrikingly different ways than those in domestic markets.1.Cultural Diversity1.Cross Cultural Analysis: involves the study of similarities and differences amongconsumers in 2 or more nations or societies. Involves understanding valuescustoms, symbols, and language.2.Values: represent personallyor socially preferable modes of conduct or states ofexistence that tend to persist over time3.Customs: are what is considered normal and expected about the way ppl do thingsin a specific country, customs also relate to the nonverbal behavior of individualsin different cultural settings3.i.Foreign Corrupt Practices Act (1977): make it a crime for US corporationsto bribe an official of a foreign government or political party to obtain orretain business in a foreign country4.Symbols: cultural symbols are things that represent ideas and concepts, differentcultures attach different meanings to things
4.i.Semiotics: the role of symbols that a field of study called semiotics hasemerged that examines the correspondence between symbols and their role

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Term
Spring
Professor
EBCoupey
Tags
Marketing, International Trade, world trade, networked global marketspace

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