Chapter 8: Global marketing. In this chapter you will learn: Describe the components of a country market assessment, understand the marketing opportunities in BRIC countries, identify the various market entry strategies, highlight the similarities and differences between a domestic marketing strategy and a global marketing strategy.
Chapter 21 - Tapping into global markets. In this chapter, we will address the following questions: What factors should a company review before deciding to go abroad? How can companies evaluate and select specific foreign markets to enter? What are the differences between marketing in a developing and a developed market? What are the major ways of entering a foreign market?
This chapter presents the following content: Global marketing today, looking at the global marketing environment, deciding whether to go global, deciding which markets to enter, deciding how to enter the market, deciding on the global marketing program, deciding on the global marketing organization.
Chapter 1 - The scope and challenge of international marketing. What you should learn from chapter 1: The benefi ts of international markets, the changing face of U.S. business, the scope of the international marketing task, the importance of the self-reference criterion (SRC) in international marketing, the increasing importance of global awareness, the progression of becoming a global marketer.
Chapter 4 - Cultural dynamics in assessing global markets. In this chapter, the following content will be discussed: The importance of culture to an international marketer, definition and origins of culture, the elements of culture, the impact of cultural change and cultural borrowing, strategies of planned and unplanned change.
Chapter 9 - Economic development and the Americas. What you should learn from chapter 9: The importance of time zones for trade relationships and marketing operations, the political and economic changes affecting global marketing, the connection between the economic level of a country and the marketing task, the variety of stages of economic development among American nations,...
Chapter 12 - Global marketing management: Planning and organization. After studying this chapter you will be able to understand: How global marketing management differs from international marketing management, the need for planning to achieve company goals, the important factors for each alternative marketentry strategy, the increasing importance of international strategic alliances.
Chapter 13 - Products and services for consumers. In this chapter, students will be able to understand: How global marketing management differs from international marketing management, the need for planning to achieve company goals, the important factors for each alternative marketentry strategy, the increasing importance of international strategic alliances.
Chapter 16 - Integrated marketing communications and international advertising. After studying this chapter you will be able to understand: Local market characteristics that affect the advertising and promotion of products, the strengths and weaknesses of sales promotions and public relations in global marketing, when global advertising is most effective; when modified advertising is necessary,...
Chapter 18 - Global marketing and R&D. Upon completion of this lesson, the successful participant will be able to: Explain why it might make sense to vary the attributes of a product from country to country, recognize why and how a firm's distribution strategy might vary among countries, identify why and how advertising and promotional strategies might vary among countries.
Chapter 16 - Global marketing and R&D. After studying this chapter you will be able to understand: Explain why it might make sense to vary the attributes of a product from country to country, recognize why and how a firm's distribution strategy might vary among countries, identify why and how advertising and promotional strategies might vary among countries,...
"Luckily there are two differences between global
marketing in the digital age and exploration in the
15th century..with a few clicks of your mouse, you
can sail around the world in a matter of seconds. You
don't have to worry about getting scurvy or being
stuck in the doldrums."
Chapter 5. Demographic Dimensions of Global Consumer Markets. When You Finish This Chapter, You Should: 1. Know about population and income trends in global markets—and how they affect marketers. 2. Understand how population growth is shifting in different areas and for different age groups.
(BQ)Ebook Marketing management stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice.
If there was ever a time when higher education needed sustained scholarly
reflection on finance, it is now. The reality of globalization for higher education
suggests an increase in competition—competition for students, faculty, and
resources. Member states of the European Union are currently making a speedy
and concerted effort to harmonize their curricula and educational processes.
This exercise fosters greater mobility among students and faculty. Where
mobility is enhanced, competition among service providers intensifies.
CHAPTER 21 TAPPING INTO GLOBAL MARKETS. W i t h faster communication, t r a n s p o r t a t i o n , and financial flows, t h e w o r l d is rapidly s h r i n k i n g . Products d e v e l o p e d in one country—Gucci purses, M o n t Blanc pens, McDonald's hamburgers, Japanese sushi, Chanel suits, German BMWs—are f i n d i n g enthusiastic acceptance in others.
The acceleration of globalization and the growth of emerging economies present signifi
cant opportunities for business expansion. One of the quickest ways to achieve
effective international expansion is by leveraging the web, which allows for the technological
connectivity of global markets and opportunities to compete on a global basis.
To systematically engage and thrive in this networked global economy, professionals
and students need a new skill set – one that can help them develop, manage, assess, and
optimize efforts to successfully launch websites for tapping global markets.
The Internet is connecting advertisers and marketers to customers from boston to bali with text, interactive graphics, video and audio. If you're thinking about advertising on the Internet, remenber that many of the same rules that apply to others forms of advertising apply to electronic marketing