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International Marketing: Challenges, Opportunities, and Multinational Corporations, Slides of Marketing Management

University of Allahabad Marketing Management

The nature of international marketing, focusing on the challenges and opportunities of multinational corporations (mncs). Topics include the process of international marketing, international dimensions of marketing, domestic vs. International marketing, and the characteristics and behaviors of mncs. Discover the pros and cons, market performance, and ethnocentricity, polycentricity, and geocentricity of mncs, as well as the benefits of international marketing such as survival and growth, sales and profits, and employment.

Typology: Slides

2012/2013

Uploaded on 07/29/2013

radheya 🇮🇳

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106 documents

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Download International Marketing: Challenges, Opportunities, and Multinational Corporations and more Slides Marketing Management in PDF only on Docsity! Chapter 1 Nature of International Marketing Docsity.com Challenges and Opportunities Process of International Marketing International Dimensions of Marketing Domestic Marketing vs. International Marketing Multinational Corporations (MNCs) - Pros and Cons - Multinationality and Market Performance - Characteristics of MNCs The Process of Internationalization Benefits of International Marketing Docsity.com MNCs (MULTINATIONAL CORPORATIONS) Cons - Exploitation - Erosion of a Nation's Sovereignty Pros - Power and Prestige - Social Responsibility - Market Performance Docsity.com Characteristics of MNCs Definition by Size - market value - sales - profits - assets - number of employees Docsity.com Characteristics of MNCs Definition by Structure - number of countries in which the firm does business - citizenship of corporate owners and top managers Docsity.com Behavior/ Attitude Ethnocentricity - orientation toward home country - centralization of decision making - efficient but not effective Docsity.com Behavior/ Attitude Polycentricity - strong orientation to host country - decentralization of decision making - effective but not efficient Docsity.com Behavior/ Attitude Geocentricity - world orientation - centralization + decentralization + coordination - efficient and effective Docsity.com

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