The Global Marketplace

Global Marketing Today
1. The world is shrinking rapidly with the advent of faster communication, transportation, and financial flows. Products developed in one country have found enthusiastic acceptance in other countries
Looking at the Global Marketing Environment
1. The International Trade System
  1. The World Trade Organization and GATT
  2. Regional Free Trade Zones
2. Economic Environment
3. Political-Legal Environment
4. Cultural Environment
  1. Impact of Culture on Marketing Strategy
  2. Impact of Marketing Strategy on Cultures
Deciding Whether to Go Global
Deciding Which Markets to Enter
Deciding How to Enter the Market
1. Exporting
2. Joint Venture
  1. Licensing Licensing
  2. Contract Manufacturing
  3. Management Contracting
  4. Joint Ownership
3. Direct Investment
Deciding on the Global Marketing Program
1. Product
  1. Straight Product extension
  2. Product adaptation
  3. Product Invenson
2. Promotion
3. Distribution Channels
Deciding on the Global Marketing Organization
1. Price

Resumo de Recurso

	Criado por Diana Chincoya mais de 8 anos atrás