TAILIEUCHUNG - Lecture M: Marketing (4/e) - Chapter 8: Global marketing

Chapter 8: Global marketing. In this chapter you will learn: Describe the components of a country market assessment, understand the marketing opportunities in BRIC countries, identify the various market entry strategies, highlight the similarities and differences between a domestic marketing strategy and a global marketing strategy. | global marketing eight Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 LEARNING OBJECTIVES LO 8-1 Describe the components of a country market assessment. LO 8-2 Understand the marketing opportunities in BRIC countries. LO 8-3 Identify the various market entry strategies. LO 8-4 Highlight the similarities and differences between a domestic marketing strategy and a global marketing strategy. 2 General Agreement on Tariffs and Trade (GATT) WTO Website PhotoLink/Getty Images 3 Assessing Global Markets General economic environment Market size and population growth Real income Economic analysis using metrics Transportation Channels Communication Commerce Infrastructure and technology Tariff Quota Exchange control Trade agreement Government actions Power distance Uncertainty avoidance Individualism Masculinity Time orientation Sociocultural analysis 4 Economic Analysis General Economic

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