marketing in the global firm 1

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  1. What is global account management? Briefly describe the role of global account management in international business.
  2. Define international price escalation. Discuss how distribution channel length affects international business transactions.
  3. Discuss the three common pricing strategies. How do firms employ each strategy? What are the main advantages and disadvantages of using such strategies?
  4. Explain the importance of a global market strategy. How does a global market strategy affect the choice of adaption versus standardization for an international marketing program?
  5. Explain the purpose of positioning. How does a global positioning strategy assist firms participating in international business? What benefit does a global positioning strategy offer?
  6. What is market segmentation? Discuss how international firms use market segmentation.

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