Section outline

  • Unit Objectives

    1. Know the Global Marketing Strategies and the key decisions in international marketing between standardization and adaptation
    2. Know the major issues, tactics and strategies in the Global Marketing Mix:
    - Global branding and product development
    - International pricing
    - International marketing communications
    - International distribution
    3. Be able to systematically screen country markets

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      The following lecture recording is an alternative to the shorter screencasts. It was recorded during a previous semester via Zoom and has a total duration of 2 hours and 44 minutes.

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    • International Marketing Strategy (5:20) Page
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    • Standardization vs. Adaptation (6:01) Page
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    • International Marketing Mix and Products and Brands (7:23) Page
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    • International Pricing and Grey Markets (9:31) Page
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    • International Communications and Distribution (8:32) Page
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      ♦ ♦ ♦ Did You Understand? ♦ ♦ ♦

    • 12. Self Assessment Quiz
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    • Case Question Page
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      ♦ ♦ ♦ Exercise Materials ♦ ♦ ♦

    • Best Global Brands 2024 URL
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      Interbrand is a New York-based marketing consultancy, specializing in brands and branding management. Interbrand has 24 offices in 17 countries. The company publishes the Best Global Brands report on an annual basis. The report purported to identify the world's 100 most valuable brands.

      The annual "Best Global Brands" report was published in BusinessWeek until 2009; Interbrand assumed sole authorship in 2010. To qualify, brands must have a presence on at least three major continents and must have broad geographic coverage in growing and emerging markets. Thirty percent of revenues must come from outside the home country, and no more than fifty percent of revenues should come from any one continent.

      The Methodology is explained here (scroll to the bottom) https://interbrand.com/thinking/best-global-brands-2020-methodology/

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      ♦ ♦ ♦ Recommended Readings/Resources (optional) ♦ ♦ ♦

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      Reading: Morschett et al. (2015) Chapter 21, p. 481-494, Cavusgil et al. (2016)  Chapter 16, p. 464-487.

    • Social Media Blocking and further data URL
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      https://www.statista.com/chart/22693/share-of-online-sales-per-product-category/

      https://www.statista.com/statistics/505129/leading-companies-in-food-retail-germany/

    • Audi style guide URL
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