Marketing_Management_kotler19_basic

Marketing_Management_kotler19_basic - The Global...

Info iconThis preview shows pages 1–7. Sign up to view the full content.

View Full Document Right Arrow Icon
The Global Marketplace The Global Marketplace Chapter 19
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
  19 - 2 Learning Goals 1. Understand how the international trade system,  economic, political-legal, and cultural  environments affect a company’s international  marketing decisions. 2. Learn three key approaches to entering  international markets. 3. Understand how companies adapt their  marketing mixes for international markets. 4. Learn how to identify the three major forms of  international marketing organizations.
Background image of page 2
  19 - 3 Established in 1893 in  Atlanta pharmacy 1900: Coca-Cola was  available in foreign  countries 1971: “I’d like to buy  the world a Coke” TV  ad Coca-Cola has recently  entered India, China and  Indonesia Consistent positioning and  taste worldwide Ads and promotions are  adapted to local markets Sprite: a global success Case Study Coca-Cola
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
  19 - 4 Definition Global Firm A firm that, by operating in more than  marketing, and financial advantages in  its costs and reputation that are not  available to purely domestic  competitors. Goal 1:  Understand how international factors affect marketing decisions
Background image of page 4
  19 - 5 International Marketing Decisions Global Marketing in  the 21st Century 1. Looking at the  global  environment 2. Deciding whether  to go international 3. Deciding which  markets to enter 1. Deciding how to enter  the markets 2. Deciding on the global  marketing problem 3. Deciding on the global  marketing organization Goal 1:  Understand how international factors affect marketing decisions
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
  19 - 6 Looking at the Global  Marketing Environment
Background image of page 6
Image of page 7
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 10/01/2011 for the course MKT 702 taught by Professor Eminesozer during the Fall '11 term at University of Michigan.

Page1 / 19

Marketing_Management_kotler19_basic - The Global...

This preview shows document pages 1 - 7. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online