Summary chapter 1, 2, 3, 4, 6 Global Marketing - Hollensen

Summary Global Marketing
Svend Hollensen


Chapter 1 – Global marketing in the firm

Internationalization: doing business in many countries of the world, but often limited
to a certain region (e.g. Europe).
Globalization: reflects trend of buying, developing products/services, producing,
selling and distributing products/services in many countries and regions of world.
5 main decisions that companies face in a global marketing process:
The decision whether to  Mature: enter new business
internationalize  Adolescent: consolidate (strengthen) your
export markets
 Immature: stay at home

Based on mission and vision.

‘Nine strategic windows’ model: uses industry
globalism and the firm’s preparedness as criteria
whether the firm should go abroad.

A systematic process involving assessment of:
 Market opportunities
 Internal resources
 Marketing objectives
 Implementation plan for international marketing
mix


Deciding which markets
to enter
Market entry strategies
Designing the global
marketing programme
Implementing and
coordinating the global
marketing programme

Glocal: Global + Local




1