TAILIEUCHUNG - Lecture Marketing (11/e): Chapter 7 – Kerin, Hartley, Rudelius

Chapter 7 – Understanding and reaching global consumers and markets. After reading chapter 7, you should be able to: Describe the nature and scope of world trade from a global perspective and identify the major trends that have influenced world trade and global marketing, identify the environmental forces that shape global marketing efforts, name and describe the alternative approaches companies use to enter global markets,. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 7, YOU SHOULD BE ABLE TO: Describe the nature and scope of world trade from a global perspective and identify the major trends that have influenced world trade and global marketing. LO1 Identify the environmental forces that shape global marketing efforts. LO2 LO3 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 7, YOU SHOULD BE ABLE TO: Name and describe the alternative approaches companies use to enter global markets. Explain the distinction between standardization and customization when companies craft worldwide marketing programs. LO4 HOW DELL, INC., BUILT A BILLION DOLLAR BUSINESS IN INDIA Global Perspective DYNAMICS OF WORLD TRADE WORLD TRADE FLOWS LO1 United States Perspective Countertrade Trade Feedback Effect Gross Domestic Product (GDP) Balance of Trade FIGURE 7-1 Leading countries in global merchandise trade in terms .

• Marketing - Bán hàng
• Marketing environment
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• Lecture Marketing
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• Analyzing the marketing environment
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