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Global Marketing Summary

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Trầnn Linhh
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30 views2 pages

Global Marketing Summary

Uploaded by

Trầnn Linhh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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EXAM PAPER STRUCTURE

PART 1 (2 point): 08 Multiple-choice questions (0.25 point/each);


PART 2 (4 point): 02 Short-essay questions (2 points and maximum 200 words for each);
PART 3 (4 point): 01 Case study (2-4 questions, 1-2 points each).
Time: 90 minutes. Students are not allowed to use the materials.
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COURSE SUMMARY: GLOBAL MARKETING
The content includes 4 main parts:
A. The decision whether to internationalize; (1-4)
B. Deciding which markets to enter; (5-7)
C. Market entry strategies; (8-11)
D. Designing the global marketing programme. (12-15)
Students need to understand and analyze according to different aspects and levels of
understanding, including: definition, role, objectives, process, characteristics, influencing
factors, decisions related to, evaluation criteria, comparison of advantages and disadvantages,
illustrative examples. Specifically:
1. Global marketing: Comparison of SMEs and LSEs; Economies of scope/scale;
Globalization/ deglobalization; Internationalization; Glocalization; The four orientations of
global marketing; Value chain.
2. Internationalization initiation: Motives; Triggers; Barriers; De-internationalization.
3. Internationalization theories: The difference between cultural distance and psychic
distance; Models: Uppsala internationalization; The transaction cost analysis (TCA); The
network model; Born globals.
4. International Competitiveness: National competitiveness; Porter’s five-forces
model; Sharing economy; Corporate social responsibility (CSR); Blue/Red ocean strategy.
5. Political/legal environment (Nationalization, Trade barriers, Tariffs, Non-tariff
barriers); The economic environment (Exchange rates, Law of one price, The levels of
economic integration, Bottom of pyramid);
6. Sociocultural environment (Layers of culture, High- and low-context cultures,
Elements of culture, Hofstede’s model and GLOBE model);
7. International market selection process (IMS): Dimensions of market/country
attractiveness and competitive strength; The global product/market portfolio.
8. Choice of entry mode: Factors influencing.
9. Export mode (Indirect export modes, Direct export modes, Cooperative export
modes). Piggyback; Export buying agent; Agent; Broker; Distributors.
10. Intermediate entry modes (Contract manufacturing, Licensing, Direct/Indirect
Franchising, Joint ventures/strategic alliances). Advantages and disadvantages of the different
intermediate modes.
11. Hierarchical modes (Domestic-based sales representatives, Resident sales
representatives/foreign sales branch/foreign sales subsidiary, Sales and production subsidiary,
Subsidiary growth and integration strategies, Region centres, Transnational organization).
Acquisition; Greenfield investment. Advantages and disadvantages of different hierarchical
entry modes.
12. Product: Level of product; The product life cycle (PLC) and its strategic marketing
implications; Scale of elemental dominance; Categories of service; Degrees of product
newness; Product/communication mode; Country-of-origin effects; Advantages and
disadvantages of branding alternatives; Private label; Co-branding.
13. Price: Oligopoly; Monopoly; Strategies for pricing a new product; Pricing across
products; Freemium; Product–service bundle pricing; Pricing across countries
(standardization versus differentiation); Transfer pricing; Dual-channel pricing; Dynamic and
time-based pricing; Letter of credit.
14. Distribution: Market coverage; Channel length/width; Vertical/Horizontal
integration; Multiple channel strategy; Dual marketing; Disintermediation; Channel conflict;
Omnichannel retailing; Channel power; Grey marketing.
15. Communication: typical communication tools (media); Media decisions;
Sponsorship; Celebrity endorsement; Product placement; Advantages and disadvantages of
sales force types; Social media marketing; Viral marketing.

Good luck NEU Chill Students…

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