Global Marketing Cheat Sheet

The core ideas of Global Marketing distilled into a single, scannable reference — perfect for review or quick lookup.

PiqCue — piqcue.com/global-marketing/cheatsheet

Quick Reference

Market Entry Strategies

The methods by which a company enters a foreign market, including exporting, licensing, franchising, joint ventures, and wholly owned subsidiaries. Each mode involves different levels of investment, risk, and control.

Standardization vs. Localization

The strategic decision about whether to offer a uniform product and marketing message across all markets (standardization) or to adapt products, pricing, and communications to local tastes and norms (localization).

CAGE Distance Framework

A model developed by Pankaj Ghemawat that identifies four dimensions of distance between countries—Cultural, Administrative, Geographic, and Economic—that affect the ease and attractiveness of doing business across borders.

Glocalization

A strategy that combines global standardization with local adaptation, allowing companies to maintain a consistent brand identity while tailoring specific elements to local market preferences.

International Marketing Mix (4Ps Adaptation)

The process of adjusting product features, pricing strategies, place (distribution channels), and promotion (communications) for each target country, accounting for local consumer behavior, competition, and regulations.

Cross-Cultural Consumer Behavior

The study of how cultural values, norms, and social structures influence purchasing decisions, brand perceptions, and consumption patterns across different societies.

Transfer Pricing

The pricing of goods, services, and intellectual property transferred between subsidiaries of the same multinational company across different countries, which affects tax liabilities and profit distribution.

Country-of-Origin Effect

The influence that the perceived home country of a product or brand has on consumer evaluations, where certain nations carry positive or negative associations for specific product categories.

Global Brand Management

The process of building, maintaining, and evolving a brand's identity, equity, and reputation consistently across multiple international markets while allowing for necessary local adaptations.

Hofstede's Cultural Dimensions

A framework developed by Geert Hofstede that identifies six dimensions along which national cultures vary: power distance, individualism vs. collectivism, masculinity vs. femininity, uncertainty avoidance, long-term vs. short-term orientation, and indulgence vs. restraint.

Key Terms at a Glance

Global Marketing:The process of planning and executing marketing strategies across international markets, adapting to diverse cultural, economic, and regulatory environments.

Standardization:A strategy of offering a uniform product, price, and promotional message across all international markets to achieve economies of scale.

Localization:Adapting products, pricing, distribution, and promotional strategies to fit the specific needs and preferences of individual local markets.

Glocalization:A hybrid strategy combining global brand consistency with local market adaptation to balance efficiency and cultural relevance.

CAGE Distance Framework:A framework by Pankaj Ghemawat measuring Cultural, Administrative, Geographic, and Economic distances between countries to assess market entry attractiveness.

Market Entry Strategy:The method by which a firm enters a foreign market, ranging from low-commitment modes like exporting to high-commitment modes like wholly owned subsidiaries.

Exporting:Selling domestically produced goods or services to buyers in foreign markets, either directly or through intermediaries.

Licensing:Granting a foreign entity the legal right to use a company's intellectual property, brand, or production process in exchange for royalties.

Franchising:A market entry mode where a company grants a foreign operator the right to replicate its entire business model, brand, and operating procedures.

Joint Venture:A business arrangement where two or more firms create a co-owned entity to enter a foreign market, sharing resources, risks, and profits.

Foreign Direct Investment (FDI):Investment made by a company in business operations in another country, including building facilities or acquiring foreign businesses.

Transfer Pricing:The prices charged for goods, services, or intellectual property exchanged between subsidiaries of the same multinational corporation across different tax jurisdictions.

Country-of-Origin Effect:The impact that a product's perceived country of origin has on consumer quality perceptions and purchase intentions.

Hofstede's Cultural Dimensions:A framework identifying six dimensions of national culture that influence consumer behavior and business practices across countries.

PESTEL Analysis:A strategic framework for analyzing Political, Economic, Social, Technological, Environmental, and Legal factors in a target market.

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