Chapter 1 Powerpoint

Chapter 1 Powerpoint - Chapter 1 Introduction to Global Marketing Introduction countrymarket Product/marketgrowthmatrix 1-2 Global Marketing

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Chapter 1 Introduction to Global Marketing
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1-2 Introduction Global versus “regular” marketing Scope of activities are outside the home- country market Product/market growth matrix
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1-3 Global Marketing Create value for customers by  improving benefits or reducing price Improve the product Find new distribution channels Create better communications Cut monetary and non-monetary costs and  prices Value = Benefits/Price
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1-4 Globalization Globalization is the inexorable integration of markets, nation-states and technologies to a degree never witnessed before—in a way that is enabling individuals, corporations and nation- states to reach around the world farther, faster, deeper and cheaper than every before, and in a way that is enabling the world to reach into individuals, corporations and nation-states father, faster, deeper and cheaper than ever before. Thomas L. Friedman
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1-5 Global Industries An industry is global to the extent that a company’s  industry position in one country is interdependent  with its industry position in another country Indicators of globalization Ratio of cross-border trade to total worldwide  production Ratio of cross-border investment to total capital  investment Proportion of industry revenue generated by  companies that compete in key world regions
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1-6 Competitive Advantage, Globalization, and Global Industries Focus Concentration and attention on core business    and competence    
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This note was uploaded on 06/12/2011 for the course MKTG 475 taught by Professor Field during the Spring '11 term at Nicholls State.

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Chapter 1 Powerpoint - Chapter 1 Introduction to Global Marketing Introduction countrymarket Product/marketgrowthmatrix 1-2 Global Marketing

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