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Discrepancy between Global Marketing and Globalization of Marketing Activities by Mind Map: Discrepancy between
Global Marketing and
Globalization of Marketing
Activities
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Discrepancy between Global Marketing and Globalization of Marketing Activities

When?

Word borned in the 50's

Used in war strategies

Localized the war

Marketing meaning in the 80's

Global Marketing's Concepts by scholars

Coordinates and integrates (Johansson)

Standardized Products

Uniform Packaging

Identical Brand Names

similar advertisement

Focus on global market opportunities and threats (Keegan and Green)

"World has no center" (Champy)

Value cultural and ethnic diversity

Tailoring instead of standardizing (Porter)

Necessity of adaptation

Not a global perspective

Focusing the ressources and objectives on Global Market Opportunities (Keegan)

Growth and expansion

Survival

The thoughts about Global Marketing

Globalization trends are emerging

Must operate as if the world was a large market

MUST CREATE A GLOBAL MARKETING

If not, companies will become victims of the others

What does influence the Globalization of marketing activities?

Categories of Market

Homogeneous needs

Global customers

Global Channels

Transferable Marketing

Competition

Interdependence between countries

Interdependence between competitors

Cost

Economies of scale

Economies of scope

Product development costs

Differences in country costs and skills

Government

Compatible technical standards

Common marketing regulations

Favorable trade policies

The facts concerning Globalization of marketing activities

Lot of differences

Geographically

Culturally

"Markets are people, not products. There may be global products, but there are no global people."

About values

About global customers' needs

A compromise: Glocal Marketing

maximize Marketing Activities

Standardization

Homogenization

Similarity

Diffusion

Dependance

Synchronization

Integration

What you MUST remember as a Manager

Whatever the strategy you use

"The key issue to success is the understanding of why the consumers are going to want the firm's product in each market."