Global marketing

Chapter 1
Globalisation: reflects the trend of firms buying, developing, producing and selling products and services in most countries and region of the world.
Internationalisation: Doing business in many countries of the world, but often limite3d to a certain region (e.g. Europe).
According to Solberg (1997), with limited international experience and a weak position in the home market there is a little reason for affirm to engage in international markets. Instead the firm should try to improve its performance in its home market.
1.3 development of the global marketing concept
Global marketing consists of finding and satisfying global customer needs better than the competition, and of coordinating marketing activities within the constraints of the global environment.
This worldview of a firm’s business activities can be described as the EPRG framework, its four orientations are: * 1 Ethnocentric: the home country is superior and the needs of the home country are most relevant. Essentially headquarters extends ways of doing business to its foreign affiliates. Controls are highly centralized and the organisation and technology implemented in foreign locations will essentially be the same as in the home country. * 2 Polycentric (multidomestic): Each country is unique and therefore should be targeted in a different way. The polycentric enterprise recognizes that there are different conditions of production and marketing in different locations and tries to adapt to those different conditions in order to maximize profits in each location. The co0ntrol with affiliates is highly decentralized and communication between headquarters and affiliates is limited. * 3 Regiocentric: the world consists of regions (e.g. Europe, Asia, and the Middle East). The firm tries to integrate and coordinate its marketing programme within regions, but not across them. * 4 Geocentric (Global): the world is getting smaller and smaller. The firm may offer