TAILIEUCHUNG - Ebook Global marketing (9/E): Part 2

(BQ) Part 2 book "Global marketing" has contents: Brand and product decisions in global marketing, pricing decisions, global marketing channels and physical distribution, global marketing and the digital revolution, strategic elements of competitive advantage,. and other contents. | Part Four The Global Marketing Mix 10 Brand and Product Decisions in Global Marketing MyMarketingLab™ Improve Your Grade! Over 10 million students improved their results using the Pearson MyLabs. Visit for simulations, tutorials, and end-of-chapter problems. CASE 10-1 The Beatles Story, Liverpool T he global music business is a major industry; annual global sales of recorded music are valued at over $15 billion. Worldwide interest in legendary artists such as Elvis Presley and the Beatles has also led to growth in music-based visitor attractions and music tourism in the United States and the United Kingdom, two countries that are strongly associated with the music and entertainment industries. Elvis Presley’s home, the Graceland Mansion in Memphis, Tennessee, attracts over 600,000 Exhibit 10-1  The Beatles Story is a museum with a permanent exhibition of artifacts, memorabilia, and collector’s items from the lives of the Fab Four in their hometown of Liverpool. With other special exhibitions and learning-oriented programs, the place receives a crowd of 300,000 annually. Source: Tutti Frutti/Shutterstock 314 314 12/03/14 9:33 PM visitors each year. The Beatles Story, Liverpool tells the story of the band from its early days through the height of Beatlemania and attracts large numbers of visitors from all over the world. Fans also visit locations made famous by album covers, such as the iconic crosswalk featured on the album cover of the Beatles’ “Abbey Road” album. These consumers are buying into world famous music brands; they are buying the songs, the experience, and the merchandise; and, in the case of the Beatles and Elvis, they are buying into musical and cultural memories shared by millions of music fans worldwide. The growth and success of the global music industry illustrates the point that products are the most important part of a company’s marketing offering. It is the product, the brand, its packaging,

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• Global marketing
• Product decisions
• Pricing decisions
• Global marketing channels
• Physical distribution
• Strategic elements
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