Global Marketing Strategies: Core Concepts and Frameworks
Chapter 1: Introduction to Global Marketing
Key Concepts & Details
- We live in a global marketplace (e.g., Apple, McDonald’s, Samsung) but also local markets (e.g., top smartphones in China are domestic: Huawei, Vivo, Oppo, Xiaomi).
- Companies go global for survival as competitors enter home markets with lower costs and better products.
- Product/Market Growth Matrix (Ansoff) for global expansion:
- Market Penetration: Increase sales of existing products in existing markets (e.g., Starbucks loyalty app)
Hardin vs Ostrom: Tragedy of the Commons & CHANS
Garrett Hardin (1968) and Elinor Ostrom (1990) both try to explain how to prevent the tragedy of the commons, especially in coupled human and natural systems (CHANS), where human actions and ecological systems interact. However, they propose very different solutions because they have different views about human behavior and governance.
Hardin’s perspective on open resources
Hardin argues that when a resource is shared and open to everyone, individuals will overuse it. He assumes that people act as
Read MoreOperations Management and Forecasting Essentials
1. Forecasting Definitions
Forecast: Estimate of future demand using past data and judgment.
Independent demand: External demand that must be forecasted.
Dependent demand: Derived from BOM; handled by MRP.
Time Series: Data over time with components: Trend (T), Seasonality (S), Cyclical (C), and Random (R).
Stationary series: Mean and variance are constant; no trend or seasonality.
Error (eₜ): Aₜ − Fₜ.
Forecast characteristics: Unbiased, low error, and stable.
Horizons: Short term (days/weeks) vs.
Abraca ABC: Sustainable Business Growth and E-Waste
Paper 1: Predicted Questions for Abraca (ABC)
1. Defining Carbon-Intensive Production
Answer: Carbon-intensive production refers to production processes that release large amounts of carbon dioxide due to high energy consumption, usually from burning fossil fuels. Such processes contribute significantly to climate change and environmental damage.
2. Defining Market Orientation
Answer: Market orientation is a business approach that focuses on identifying and responding to customer needs and wants through
Read MoreMarketing Principles: Practice Questions and Key Concepts
1. Consumer Product Classifications
Unsought products are consumer products that the consumer either does not know about or knows about but does not normally think about buying. These products require a lot of advertising, personal selling, and other marketing efforts.
Multiple Choice Questions
1. Which of the following are consumer products that the consumer does not normally think about buying?
A. Shopping products
B. Unsought products
C. Product mix
D. Specialty products
2. Which of the following is
Read MoreEssential Business and Retail Terminology Glossary
Project Management Fundamentals
- Deliverable (Entregable): A specific outcome or result that must be completed within a certain period of time.
- Milestone (Hito): A key point in the project’s timeline that marks the completion of a major task or phase.
- Stakeholder (Interesado): A person or organization who has an interest in the project and its outcome.
- Scope (Alcance): The range of work that must be completed for the project to be successful.
- Timeline (Cronograma): A plan that shows when each task in