CHAPTER-9-Houtv70 (1)

CHAPTER-9-Houtv70 (1) - CHAPTER 9: REACHING GLOBAL MARKETS...

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CHAPTER 9: REACHING GLOBAL MARKETS THE NATURE OF GLOBAL MARKETING STRATEGY ENVIRONMENTAL FORCES IN GLOBAL MARKETS REGIONAL TRADE ALLIANCES, MARKETS AND AGREEMENTS INTERNATIONAL ENTRY MODES GLOBAL ORGANIZATIONAL STRUCTURES THE INTERNATIONAL MARKETING MIX: CUSTOMIZATION VERSUS GLOBALIZATION
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CHAPTER LEARNING OBJECTIVES 1. TO UNDERSTAND THE NATURE OF GLOBAL MARKETING STRATEGY 2. TO ANALYZE THE ENVIRONMENTAL FORCES THAT AFFECT INTERNATIONAL MARKETING EFFORTS 3. TO UNDERSTAND SEVERAL IMPORTANT INTERNATIONAL TRADE AGREEMENTS 4. TO IDENTIFY METHODS OF INTERNATIONAL MARKET ENTRY 5. TO EXAMINE VARIOUS FORMS OF GLOBAL ORGANIZATIONAL STRUCTURES 6. TO EXAMINE THE USE OF THE MARKETING MIX INTERNATIONALLY
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THE NATURE OF INTERNATIONAL MARKETING MORE COMPANIES ARE FINDING IT ____________ TO SELL THEIR PRODUCTS OVERSEAS THAN EVER BEFORE WHY? __________________ ADVANCES TRANSPORTATION COMMUNICATION CHANGING POLITICAL CONDITIONS FALL OF ___________________ CONTINUED OPENING OF COMMUNIST CHINA
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THE NATURE OF INTERNATIONAL MARKETING INTERNATIONAL MARKETING INVOLVES DEVELOPING AND PERFORMING MARKETING ACTIVITIES ________ NATIONAL BOUNDARIES MUCH OPPORTUNITY OUTSIDE THE U.S. 95% 67% OF ____________________ ___________
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Wal-Mart AROUND THE WORLD Source: “Wal-Mart International Operations,” Wal-Mart, www.walmartstores.com (accessed July 29, 2004). Country # of stores # of employees Argentina 11 4,000 Brazil 25 7,000 Canada 236 62,000 China 34 18,000 Germany 92 14,000 Japan 400 30,000 Korea 15 3,000 Mexico 640 100,000 Puerto Rico 53 12,500 United Kingdom 272 125,000
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ENVIRONMENTAL FORCES IN GLOBAL MARKETS SOCIOCULTURAL FORCES ECONOMIC FORCES POLITICAL FORCES, LEGAL AND REGULATORY FORCES ETHICAL AND SOCIAL RESPONSIBILITY FORCES COMPETITIVE FORCES TECHNOLOGICAL FORCES
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SOCIOCULTURAL FORCES FAMILY ROLES RELIGION
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WORLD RELIGIONS: ISLAM DAILY PRAYERS PROHIBITION AGAINST USURY (CHARGING INTEREST) ZAKAT (COMPULSORY ALMSGIVING) RELIGIOUS HOLIDAYS (EXAMPLE-- RAMADAN) PUBLIC SEPARATION OF SEXES CONSIDER WHEN PLANNING SALES CALLS, WORK SCHEDULES, CUSTOMER TRAFFIC AVOID DIRECT USE OF CREDIT AS MARKETING TOOL USE “EXCESSIVE” PROFITS FOR CHARITABLE PURPOSES A MAJOR SELLING TIME FOR FOOD, CLOTHING GIFTS ACCESS FEMALE CUSTOMERS BY SALESWOMEN, CATALOGS, HOME DEMONSTRATIONS AND WOMEN’S SHOPS ISLAMIC ELEMENT MARKETING IMPLICATION
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Gestures: Japan The act of presenting business cards is very important in
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This note was uploaded on 10/10/2011 for the course BAD 318 taught by Professor Null during the Fall '11 term at GWU.

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CHAPTER-9-Houtv70 (1) - CHAPTER 9: REACHING GLOBAL MARKETS...

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