Global_Marketing - Basic Marketing Chapter 6 Handout 6-1...

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Unformatted text preview: Basic Marketing Chapter 6 Handout 6-1 Chapter 15 Global Marketing and R & D 15-2 The Globalization of Markets and Brands { Theodore Levitt argued that world markets were becoming increasingly similar making it unnecessary to localize the marketing mix { Levitts theory has become a lightening rod in the debate about globalization { Most experts believe that while there is a trend towards global markets, cultural and economic differences among nations act as a major brake on any trend toward global consumer tastes and preferences { In addition, trade barriers and differences in product and technical standards also limit the ability of firms to sell a standardized product to a global market 15-3 Why Global Marketing? Basic Marketing Chapter 6 Handout 6-2 15-4 Global Marketing Management 15-5 Standardization-Adaptation Debate 15-6 Marketing Research Segmentation-Targeting-Positioning The typical way of approaching global marketing strategy is similar to the so-called S-T-P framework: { Segmentation the splitting up of the total market into segments of more homogeneous subgroups.into segments of more homogeneous subgroups....
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Global_Marketing - Basic Marketing Chapter 6 Handout 6-1...

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