Marketing and Global Firm

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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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Running head: MARKETING AND GLOBAL FIRM

Marketing and Global Firm
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MARKETING AND GLOBAL FIRM

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Global account management refers to a strategic sales tool which seeks to facilitate the
development of an efficient, strategic partnership or long-term customer relationship. It basically
focuses on a supplier company's sales, service resources and marketing with a help of a select
global team, particularly on very important clients. Of importance to mention is that such clients
are considered extremely crucial specifically to the supplier's coming future due to their probable
enormous volume purchases using a prolonged period of time.
With regards to global account management in relation to international business, it is
worth pointing out that global account managers play important roles in realizing success to any
business goals and objectives (Weerawardena, et al., 2007). To begin with, they are involved in
the overall planning of the business. At this stage, a given manager is tasked with creating a
detailed action plan whose aim is to help achieve organizational goals. For instance, an
international business manager focusing on marketing will be tasked with increasing company
sales in a given period of time. The manager needs to spend some considerable amount of time
mapping out the essential steps that will be instrumental in increasing sales numbers. Such
crucial steps may include, deliberate attempts to increase advertisements in a specific region,
increasing the a...


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