TAILIEUCHUNG - Lecture fundamentals of marketing - Lecture 30: The global marketplace

After studying this chapter you will be able to understand: Global marketing today, looking at the global marketing environment, deciding whether to go global, deciding which markets to enter, deciding how to enter the market, deciding on the global marketing program, deciding on the global marketing organization. | LECTURE 30 Copyright 2012 Pearson Education Inc. 1- 1- 11 Publishing as Prentice Hall Topic Outline Global Marketing Today Looking at the Global Marketing Environment Deciding Whether to Go Global Deciding Which Markets to Enter Deciding How to Enter the Market Deciding on the Global Marketing Program Deciding on the Global Marketing Organization Copyright 2012 Pearson Education Inc. 1- 2 Publishing as Prentice Hall Global Marketing Today A global firm Operates in more than one country Gains marketing production R amp D and financial advantages not available to purely domestic competitors The global firm sees the world as one market Copyright 2012 Pearson Education Inc. 1- 3 Publishing as Prentice Hall 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 what are their strategies and resources Where should we produce or source our product Copyright 2012 Pearson Education Inc. What strategic alliances should we1- 4form Publishing as Prentice Hall Looking at the Global Marketing Environment The International Trade System Tariffs are taxes on certain imported products designed to raise revenue or to protect domestic firms Quotas are limits on the amount of foreign imports a country will accept in certain product categories to conserve on foreign exchange and protect domestic industry and employment Copyright 2012 Pearson Education Inc. 1- 5 Publishing as Prentice Hall Looking at the Global Marketing Environment The International Trade System Exchange controls are a limit on the amount of foreign exchange and the exchange rate against other currencies Nontariff trade barriers are biases against bids or restrictive product standards that go against product features Copyright 2012 Pearson Education Inc. 1- 6 Publishing as Prentice Hall Looking at the Global Marketing Environment The International Trade System The .

• Quản trị kinh doanh
• Fundamentals of marketing
• Lecture fundamentals of marketing
• Marketing mix
• Marketing task
• Marketing management
• Global marketplace
• Global marketing environment
• Marketing process
• Customer needs
• Capturing customer value
• Integrated marketing plan
• Strategic planning
• Marketing effort
• Marketing environment
• Managing marketing information
• Developing marketing information
• Customer driven marketing strategy
• Marketing channels
• Delivering customer value
• Communicating customer value
• Integrated marketing communications strategy
• Direct marketing
• Dialogue builder
• Companywide strategic planning
• Planning marketing
• Online marketing
• Sustainable marketing