TAILIEUCHUNG - Lecture Marketing: The core (5/e): Chapter 6 – Kerin, Hartley, Rudelius

Chapter 6: Understanding and reaching global consumers and markets. After reading this chapter you should be able to: 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 6, YOU SHOULD BE ABLE TO: Identify the major trends that have influenced world trade and global marketing. LO1 Identify the environmental forces that shape global marketing efforts. LO2 6- LO3 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 6, 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 6- HOW DELL, INC., BUILT A BILLION DOLLAR BUSINESS IN INDIA 6- MARKETING IN A BORDERLESS ECONOMIC WORLD TREND 1—DECLINE OF ECONOMIC PROTECTIONISM LO1 Protectionism Tariffs Quota World Trade Organization (WTO) 6- MAKING RESPONSIBLE DECISIONS Global Ethics and Global Economics— The Case of Protectionism LO1 6- FIGURE 6-1 Protectionism hinders

• Marketing - Bán hàng
• Lecture Marketing
• Marketing process
• Targeting marketing opportunities
• Satisfying marketing opportunities
• Reaching global consumers
• Making responsible decisions
• Fundamentals of marketing
• Lecture fundamentals of marketing
• Marketing mix
• Marketing task
• Marketing management
• Customer needs
• Capturing customer value
• Integrated marketing plan
• Strategic planning
• Marketing effort
• Marketing environment
• Managing marketing information
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• Customer driven marketing strategy
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• Communicating customer value
• Integrated marketing communications strategy
• Direct marketing
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