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Vincor Case

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Vincor Case
Seminar Global Marketing
Exam
Questions from Textbook
1 case
Day 1
- World is far from globalized, not thaaat many multi-national firms (100,000 firms) according to the UN
Global Marketing
Can compare market
- How to firms differ in actions (Swiss vs. French, etc)
- Relationship between business behavior in different countries

International Trading
Trading firms usually not producers
Buy stuff locally, sell it internationally
- Oil, minerals, etc
- Trading is raw materials, product is differentiated in marketing
- You market products based on there difference, what makes them better
- Trading has NO marketing mix, success is based on network connections

Trans-cultural Marketing
Consumer behavior not needed cross-cultural (Not practical)
How to do you transfer marketing practices across cultures

Key Related Activities
Inter-national marketing
Decision to enter foreign markets (Is firm able to? Internal planning)
Market Analysis (Select most appealing)
Entry mode selection (How to enter the market)

Foreign Marketing
Mission Statement (internal) - Situation analysis (SWOT) – Diagnosis (issues analysis) – Define Objectives – Marketing Strategy towards objectives (Targeting, Positioning, 4Ps)
Positioning = does the target match the mission statement
Adaptations to marketing strategies (New strategy for each market)

Multi-national & Global marketing
How to put the various activities of the marketing strategy together worldwide
- Highly coordinated and controlled = global marketing

Multinational Marketing vs. Global Marketing
Multi-national
Objectives: Optimize performance in each country separately
Marketing Strategies: Designed for each individual market
Planning: Decentralized
Control: Limited

Global marketing
Objectives: Optimize overall performance in all markets
Marketing Strategies: Designed for all markets
Planning: HQ based (Centralized)
Control: Extensive

Global approach does not mean standardized
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