Lecture Global marketing

Chapter 1 - Financial reporting and accounting standards. After studying this chapter, you should be able to: Identify the major financial statements and other means of financial reporting; explain how accounting assists in the efficient use of scarce resources, describe some of the challenges facing accounting;...

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Principles of marketing: Lecture 41 provide students with knowledge about: global marketing; reasons for global marketing; variable exchange rates; unstable governments; protectionist tariffs and trade barriers; corruption;... Please refer to this lesson for details!

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Chapter 19 - International advertising and promotion. The main goals of this chapter are: To examine the importance of international marketing and the role of international advertising and promotion, to review the various factors in the international environment and how they influence advertising and promotion decisions, to consider the pros and cons of global versus localized marketing and advertising.

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Chapter 3 - Evaluating cultural and social environments. After reading the material in this chapter, you should be able to: Cultural diversity in the era of globalization, concept of national culture, culture & communication, global customers.

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Chapter 6 - Conducting marketing research. After reading the material in this chapter, you should be able to: The importance of marketing research, the scope of global marketing research, conducting global marketing research, the role of social media, cultural, social and contextual factors, the global marketing research process, global MIS systems.

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Chapter 9 - Segmenting, targeting, and positioning for global markets. After reading the material in this chapter, you should be able to: The need for STP strategy in global markets, global market segmentation strategies, targeting, positioning.

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Chapter 11 - Setting global prices. After reading the material in this chapter, you should be able to: Factors influencing pricing decisions; objectives, strategies, and pricing policies; taxonomy of pricing practices; terms and methods of payment; countertrade.

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Chapter 13 - Launching global communication and advertising. After reading the material in this chapter, you should be able to: Global promotional strategy, global advertising strategy, global advertising regulations, the global advertising agency.

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Chapter 14 - Using social media for global marketing. After reading the material in this chapter, you should be able to: An introduction to social marketing, the networked enterprise, the growth of global social marketing advertising, case studies of social marketing campaigns.

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Chapter 15 - Designing and controlling global marketing systems. After reading the material in this chapter, you should be able to: Product-based organizational format, regional organizational format, functional organizational format, matrix organizational format, new organizational directions, control mechanisms.

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Chapter 16 - Defining ethics and corporate social responsibility in the international marketplace. After reading the material in this chapter, you should be able to: The cost of doing bad business, ethics and the law, the MNC as good corporate citizen, can a company afford not to be ethical? the fight against corruption and bribery, government ant-corruption and bribery enforcement, anti-corruption /ethics policies of firms, global corporate citizenship.

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Chapter 1- Understanding global markets and marketing. The chapter addresses what is meant by global marketing and global marketing strategy and how it may be implemented. Globalization is a process of interaction and integration driven by international trade. Several alternative measures are available to determine performance based on the consumer, product development and financial return. Several framework s for global marketing strategy will serve as the agenda for topics discussed in the following chapters.

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Chapter 4 - Analyzing political and legal environments. Common and civil law countries account for about 30 percent of the world’s gross national product. Global marketers must be aware of the problems centering on marketing issues such as the “4Ps”, product, place, price and promotion. Intellectual property is an integral part of international trade, and its importance is increasing as the effective use of knowledge contributes ever more to national and international economic prosperity.

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Chapter 5 - Integrating global, regional, and national markets. After reading the material in this chapter, you should be able to: Regionalism or globalism? Regional economic blocs, free trade areas, customs unions, common markets, political union, major trade arrangements, fair trade, emerging markets.

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Chapter 7 - Selecting international markets. After reading the material in this chapter, you should be able to: Domestic vs. international expansion, ansoff and internationalization, motives to internationalize, internationalization/market entry theory, concentration v. diversification.

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Chapter 8 - Entering global markets. After reading the material in this chapter, you should be able to: Reasons for internationalizing, factors in the mode of entry decision, methods of entry to international markets: Direct or indirect exporting, licensing, franchising, contract manufacturing, turnkey operations, management contracts, international joint ventures, international business alliances, wholly owned subsidiaries.

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Chapter 10 - Developing global products and brands. After reading the material in this chapter, you should be able to: The product life cycle across countries, standardization versus adaptation, product issues, product strategies in international markets, management orientation.

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Chapter 12 - Global placement and distribution channels. After reading the material in this chapter, you should be able to: International Distribution Decisions, factors influencing distribution decisions, managing and controlling international distribution channels, channel management and control, physical distribution.

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Chapter 2 - Assessing the global marketing environment - The global economy and technology. After reading the material in this chapter, you should be able to: PESTEL model, the global economy, high-tech products, global countries & global companies.

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The main goals of this chapter are to: The benefits 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.

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