chapter_06

chapter_06 - Chapter 6: "Global Aspects of...

Info iconThis preview shows pages 1–8. Sign up to view the full content.

View Full Document Right Arrow Icon
Copyright Atomic Dog Publishing, 2007 Chapter 6: “Global Aspects of Marketing” Joel R. Evans   Barry Berman Marketing, 10e: Marketing in the 21st Century
Background image of page 1

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

View Full DocumentRight Arrow Icon
Copyright Atomic Dog Publishing, 2007 Chapter Objectives To define domestic, international, and global  marketing  To explain why international marketing takes place  and study its scope To explore the cultural, economic, political and legal,  and technological environments facing international  markets To analyze the stages in the development of an  international marketing strategy
Background image of page 2
Copyright Atomic Dog Publishing, 2007 Overview of Global Marketing Due to its impact,  international marketing  concepts should be  understood by all types of  firms. Global marketing allows firms  to seek new markets for  expansion.  Countries trade items in  which they have a  comparative advantage. Domestic marketing   encompasses a firm’s  efforts in its home country. International marketing   involves marketing goods  and services outside the  home country. Global marketing  is an  advanced form of  international marketing in  which a firm addresses  global customers, markets,  and competition.
Background image of page 3

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

View Full DocumentRight Arrow Icon
Copyright Atomic Dog Publishing, 2007 Benefits of International Marketing It allows each country to  maximize strengths and  offset weaknesses. It enables countries to  optimize comparative  advantages. It can extend the product  life cycle, dispose of  discontinued items, and  allow for innovations .
Background image of page 4
Copyright Atomic Dog Publishing, 2007 Range of Global Marketing Options Domestic firm : It restricts efforts  to home market. Exporting firm : It expands sales  beyond its home borders. International firm : It modifies  products for foreign markets or  introduces new items.  Multinational firm : While head- quartered in home nation, 50%  of  sales/profits are from multiple  nations. Global firm : Its domestic sales  are relatively low, so it relies  more on  foreign transactions.
Background image of page 5

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

View Full DocumentRight Arrow Icon
Copyright Atomic Dog Publishing, 2007 Why International Marketing Occurs Comparative        Advantage  Tax Incentives Stage in the       Product Life  Cycle Growth of  International  Marketing Competition at  Home Economic and  Demographic   Trends
Background image of page 6
Copyright Atomic Dog Publishing, 2007 Scope of International Marketing While the majority of U.S. foreign 
Background image of page 7

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

View Full DocumentRight Arrow Icon
Image of page 8
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 21

chapter_06 - Chapter 6: "Global Aspects of...

This preview shows document pages 1 - 8. Sign up to view the full document.

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