How has the importance of global marketing changed in the last decade and which changes can be expected due to the current situation? Reflect on at least five theories/models and bring at least five practical examples (pay attention to correct citation). Highlight each theory/example (around 700 words)
competitive advantage
value proposition
focus
standardization (globalization)
global localization (Adaptation)
Concentration of Marketing Activities
o the extent to which activities related to the marketing mix (e.g., promotional campaigns or pricing decisions) are performed in one or a few country locations Coordination of Marketing Activities
o the extent to which marketing activities related to the marketing mix are planned and executed interdependently around the globe Integration of Competitive Moves
o the extent to which a firm’s competitive marketing tactics in different parts of the world are interdependent
Sample Solution