Chapter 19 - Chapter Nineteen The Global Marketplace COMM...

Info iconThis preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon
COMM 224 / DR. K. Büyükkurt Chapter 19 - slide 1 Chapter Nineteen The Global Marketplace
Background image of page 1

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

View Full DocumentRight Arrow Icon
COMM 224 / DR. K. Büyükkurt Chapter 19 - slide 2 The Global Marketplace Discuss how the international trade system and the economic, political–legal, and cultural environments affect a company’s international marketing decisions. Describe three key approaches to entering international markets. Explain how companies adapt their marketing mixes for international markets. Objectives
Background image of page 2
COMM 224 / DR. K. Büyükkurt Chapter 19 - slide 3 Global Marketing Today A global firm Operates in more than one country The global firm sees the world as one big market.
Background image of page 3

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

View Full DocumentRight Arrow Icon
COMM 224 / DR. K. Büyükkurt Founded in 1956 in Florenceville, N.B. Global leader among food processors Produces about 1/3 of the french-fried potatoes produced internationally World’s largest french fry supplier to McDonald’s preferred by Jollibee and Burger King Employs 20,000 people, generated $5.71 billion in revenues in 2005 selling products in more than 110 countries Winner of Canada’s export awards two times Ships hundreds of millions of kgs. of frozen product a year customized for local tastes and requirements Use imports from Canada to build its Chinese business Establish in-country operations after careful research and experimentation Worked closely with the Chinese government when entering into China Similar tactics in India. Case Study McCain Foods Limited
Background image of page 4
COMM 224 / DR. K. Büyükkurt Chapter 19 - slide 5 Global Marketing Today Global firms ask a number of basic questions: What market position should we try to establish in our own country, in our economic region, and globally? Who will our global competitors be, and
Background image of page 5

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

View Full DocumentRight Arrow Icon
Image of page 6
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 10/31/2011 for the course COMM 224 taught by Professor Pearce during the Spring '08 term at Concordia Canada.

Page1 / 19

Chapter 19 - Chapter Nineteen The Global Marketplace COMM...

This preview shows document pages 1 - 6. Sign up to view the full document.

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