...Global Marketing, 8e (Keegan/Green) Chapter 1 Introduction to Global Marketing 1) The market development strategy involves seeking new customers by introducing existing products or services to a new market segment. Answer: TRUE Difficulty: Easy Chapter LO: 1 AACSB: Reflective thinking Course LO: Discuss the fundamental concepts of marketing 2) Starbucks is building on its loyalty card and rewards program in the United States with a smartphone app that enables customers to pay for purchases electronically. This is an example of Market Penetration. Answer: TRUE Difficulty: Moderate Chapter LO: 1 AACSB: Reflective thinking Course LO: Discuss the fundamental concepts of marketing 3) The perceived value equation can be represented as Value = Price/Benefits. Answer: FALSE Difficulty: Easy Chapter LO: 2 AACSB: Analytical thinking Course LO: Discuss the fundamental concepts of marketing 4) Companies can increase prices if costs are low because of process efficiencies in manufacturing. Answer: FALSE Difficulty: Easy Chapter LO: 2 AACSB: Reflective thinking Course LO: Identify and describe the processes and tools of strategic marketing 5) If Nestlé decides not to market biscuits (cookies) in the United States due to competitive reasons, it is considered as a lack of strategic focus and missed opportunity. Answer: FALSE Difficulty: Moderate Chapter LO: 2 AACSB: Reflective thinking Course LO: Identify and describe the processes...
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...UBTI2013 GLOBAL MARKETING Bachelor of Marketing (Hons) Bachelor of Business Administration (Hons) Bachelor of International Business (Hons) Bachelor of Business Administration (Hons) Entrepreneurship Year One Year Two 201401 3 credit hours 2 hours lecture per week for the duration of 14 weeks. 1.5 hours tutorial per week for the duration of 14 weeks 7 Lecturer and Tutor: Lecturer / Tutor Mr. Neerjang Lama (Faculty of Business & Finance) neerjang@utar.edu.my Dr Falahat Nejadmahani Mohammad (Faculty of Accountancy & Management) falahat@utar.edu.my 3 Year of Study: 4 5 6 Year and Trimester: Credit Hour Lecture hours & tutorial hours 8 9 Mode of Delivery: Moderator Lecture & Tutorial Dr Gengeswari a/p Krishnapillai - Assistant Professor gengeswarik@utar.edu.my 10 Objective: The objectives of this unit are: To provide a theoretical framework for analyzing global marketing strategies and orientations. To examine the relationship between global marketing environments and global marketing strategies. To examine the concept of global marketing research and its impact to the global marketing. To import the knowledge of various entry modes into a foreign market place. To highlight various marketing mix strategies applicable to global marketing. 11 Learning Outcome: On completion of this unit, a student shall be able to: Identify different levels of global marketing orientation and its respective implications in the global marketing practices...
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...Global Marketing Level 6 44-6979-00L-A Module handbook 2014 to 2015 Module leader: Giovanna Battiston g.battiston@shu.ac.uk Stoddart 7241 0114 225 5260 Contents 1. | Welcome to global marketing | Page 3 | 2. | Code of conduct | Page 4 | 3. | About your module | Page 5 | 4. | Teaching and learning strategy | Page 6 | 5. | Resources for reading and research | Page 7 | 6. | Assessment | Page 8 | 7. | Lecture and seminar programme | Page 11 | 8. | Module prize | Page 37 | 9. | The SHU Marketing Student Society | Page 38 | 10. | Appendices:Task one assessment criteriaTask two assessment criteria | Page 39Page 41 | Welcome to global marketing Contact details Module leader: Giovanna Battiston g.battiston@shu.ac.uk Stoddart 7241 0114 225 5260 Your seminar tutor: Learning time: On the successful completion of this unit you will receive 20 credit points at level 6. As in all units you are expected to devote 150 hours learning time to this unit, some of which will comprise lectures and seminars. These will be important for introducing and discussing new materials and for you to gauge your level of understanding of the subject. You will need to spend several hours per week in private study getting to grips with the pre-seminar tasks and necessary post-lecture reading and the associated activities. It is expected that the remainder of the time will be spent on assessment related activities such as reading and...
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...companies is the involvement of customers, producers, suppliers, and other stakeholders in the global marketing process. Global marketing therefore reflects the trend of firms selling products and services across many countries. Drawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates how global marketing works, but also how it relates to real decisions around the world. This book offers a truly global approach with cases and exhibits from all parts of the world, including Europe, the Middle East, Africa, the Far East, North and South America. It provides a complete and concentrated overview of the total international marketing planning process, along with many new, up-to-date exhibits and cases, which illustrate the theory by showing practical applications. • Extensive coverage of hot topics such as glocalization, born globals, value creation, value net, celebrity branding, brand piracy, and viral marketing, as well as a comprehensive new section on integrated marketing communication through social networking. • Brand new case studies focus on globally recognized brands and companies operating in a number of countries, including Build-A-Bear Workshop, Hello Kitty, Ralph Lauren and Sony Music Entertainment. • Global Marketing ‘Svend Hollensen writes with real authority and insight having been involved in global marketing both as a manager and academic. His book provides a framework within which managers can...
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...Global Organization; Companies that market internationally can organize in three ways. Those just going global may start by establishing an export department with a sales manager and a few assistants (and limited marketing services). As they go after global business more aggressively, they can create an international division with functional specialists (including marketing) and operating units structured geographically, according to product, or as international subsidiaries. Finally, companies that become truly global organizations have top corporate management and staff plan worldwide operations, marketing policies, financial flows, and logistical systems. In these organizations, the global operating units report directly to top management, not to the head of an international division. Evaluating and Controlling the Marketing Process To deal with the many surprises that occur during the implementation of marketing plans, the marketing department has to monitor and control marketing activities continuously. Table 1.1 lists four types of marketing control needed by companies: annualplan control, profitability control, efficiency control, and strategic control. The Fourteenth Edition of Principles of Marketing! Still Creating More Value for You! The goal of every marketer is to create more value for customers. So it makes sense that our goal for the fourteenth edition is to continue creating more value for you—our customer. Our goal is to introduce new...
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...Automotive AUTOMOTIVE The global automotive marketing report The evolution of automotive marketing and advertising 2005 edition by Glen Smale © ABOUT Publishing Limited 2005 The global automotive marketing report The evolution of automotive marketing and advertising 2005 edition ABOUT Publishing Group 21 Noel Street London W1F 8GP United Kingdom The global automotive marketing report: 2005 edition ABOUT Publishing Group 21 Noel Street London W1F 8GP United Kingdom T: +44(0)20 7434 1269 F: +44(0)20 7434 1545 Email: admin@aboutpublishing-auto.com www.aboutpublishing-auto.com Copyright © 2005 ABOUT Publishing Limited. All rights reserved. Neither this publication nor any part of it may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of ABOUT Publishing Limited. The authors of ABOUT Publishing Group Research Reports are drawn from a wide range of professional and academic disciplines. All the information in the reports is verified to the best of the authors’ and the publisher’s ability, but neither can accept responsibility for loss arising from decisions based on these reports. © ABOUT Publishing Limited 2005 Contents ii ii iv 1 1 1 3 3 4 5 6 8 8 10 13 14 17 17 18 19 23 26 27 30 30 32 33 33 34 34 35 35 36 36 37 38 39 39 40 List of tables List of figures The author Chapter 1: Introduction Setting the scene...
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...International Marketing Strategy, 5th Edition Isobel Doole and Robin Lowe Publishing Director: John Yates Publisher: Jennifer Pegg Development Editor: Lucy Mills Production Editor: Leonora Dawson-Bowling Manufacturing Manager: Helen Mason Senior Production Controller: Maeve Healy Marketing Manager: Angela Lewis Typesetter: Newgen, India Cover design: Adam Renvoize Text design: Design Deluxe, Bath, UK For product information and technology assistance, contact emea.info@cengage.com. For permission to use material from this text or product, and for permission queries, email clsuk.permissions@cengage.com Products and services that are referred to in this book may be either trademarks and/or registered trademarks of their respective owners. The publishers and author/s make no claim to these trademarks. British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library. ISBN: 978-1-84480-763-5 Cengage Learning EMEA High Holborn House, 50-51 Bedford Row London WC1R 4LR Cengage Learning products are represented in Canada by Nelson Education Ltd. For your lifelong learning solutions, visit www.cengage.co.uk Purchase e-books or e-chapters at: http://estore.bized.co.uk CHAPTER 1 AN INTRODUCTION TO INTERNATIONAL MARKETING INTRODUCTION Managers around the globe are recognising the increasing necessity for their companies and organisations to develop the skills, aptitudes and knowledge to compete effectively in international markets...
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...Procurement and Marketing In International Environment The importance of “Marketing” as a concept, a practice and an orientation as being fundamental to the competitiveness and the survival of almost every organisation cannot be over emphasis in today’s business environment. Marketing is a broad topic that covers a range of aspects, including advertising, public relations, sales, and promotions and the strategies and approach adopted in implementing such tasks can be a deciding factor in the competitiveness and survival of the organisation. According to the American Marketing Association (AMA), marketing is defined as “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”[i] It is important because the world has become globalised and from a national stand point economic isolationism has become impossible. Failure to participate in the global market assured a nation of declining economic capability and its citizen of decrease in their standard of living.[ii] Marketing has been and will continue to be a function for the survival of any organisation. Most businesses are expanding and getting into new market areas for economic and strategic reasons and it is becoming increasingly difficult, if not possible, for companies to insulate themselves from the effect of international marketing environment, even if their products are designed...
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...PART 1 Introduction CHAPTER 1 Introduction to Global Marketing Case 1-1 The Global Marketplace Is Also Local onsider the following proposition: We live in a global marketplace. McDonald’s restaurants, Sony digital TVs, LEGO toys, Swatch watches, Burberry trench coats, and Caterpillar earthmoving equipment are found practically everywhere on the planet. Global companies are fierce rivals in key markets. For example, American auto industry giants General Motors and Ford are locked in a competitive struggle with Toyota,Hyundai,and other global Asian rivals as well as European companies such as Volkswagen. U.S.based Intel, the world’s largest chip maker, competes with South Korea’s Samsung. In the global cell phone market, Nokia (Finland), Ericsson (Sweden), Motorola (United C States), and Samsung are key players. Appliances from Whirlpool and Electrolux compete for precious retail space with products manufactured and marketed by China’s Haier Group and LG of South Korea. Now consider a second proposition: We live in a world in which markets are local. In China, for example, Yum Brands’ new East Dawning fast-food chain competes with local restaurants such as New Asia Snack.1 France’s domestic film industry generates about 40 percent of local motion picture box office receipts; U.S.-made movies account for about 50 percent. In Turkey, local artists such as Sertab account for more than 80 percent of recorded Exhibit 1-1: England’s Burberry Group celebrated its...
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...PGDM Programme – Full Time, 2 year Course Manual International Business Term-II (First Year) Batch-VIII (2014-2016) Instructor: Prof.N.S.Uppal Prof. (Dr) Sudhir Naib) Director 2 Year Full Time PGDM Programme Title of the course: International Business (Elective Course) Term: II (First Year) Instructor: Prof. N.S.Uppal Instructors e-mail: nsuppal@bulmim.ac.in 1. Introduction This course gives an overview of the concept of all those business activities that involve cross border transactions of goods, services and resources between two or more nations. This is an essential component in learning and understanding international trading principles and concepts. 2. Learning Outcomes: The objective of this course is to enable students to: 1. Understand nature ,scope and structure of international business 2. Understand impact of environmental factors on international business operations 3. Learn role of international economic institutions and global and regional trade agreements 4. Know about role of foreign trade in Indian Economy. 3. Module Overview The course will be covered in 20 sessions, including Mid Term exam after 10th session and each session is of 1 hour and 30 minutes. 4. Book (Text Book): Joshi...
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...Chapters CHAPTER 1 AN INTRODUCTION TO INTERNATIONAL MARKETING INTRODUCTION Managers around the globe are recognising the increasing necessity for their companies and organisations to develop the skills, aptitudes and knowledge to compete effectively in international markets. The emergence of a more open world economy, the globalisation of consumer tastes and the unabated expansion of Internet access globally all increase the interdependency and interconnections of nation economies across the globe. The need for managers to develop the skills to respond to these pressures affects companies of all sizes. In this chapter, the reader will be introduced to the concepts of international marketing, enabling them to acquire an appreciation of the complexities of marketing on an international basis and of how this activity differs from operating purely in domestic markets. In the following sections we will define international marketing, examine the important trends in the global marketing environment and introduce the reader to the international marketing strategy development and international marketing planning process. LEARNING OBJECTIVES After reading this chapter you should be able to: I I I I Explain and use the SLEPT factors to assess international markets Discuss the differences between export marketing, international and global marketing Understand the criteria required to evaluate a company’s international marketing strategy Appreciate the key steps in the international...
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...LABUAN SCHOOL OF INTERNATIONAL BUSINESS AND FINANCE UNIVERSITI MALAYSIA SABAH – LABUAN INTERNATIONAL CAMPUS PRINCIPLES OF MARKETING (GT00803) SEMESTER 2 2014/2015 1. COURSE SYNOPSIS Kotler et al (2014) states that marketing is about creating customer value and building profitable customer relationships. It begins with the understanding of customer needs and target markets, designing customer-driven marketing strategies and programs, building customer relationships and capturing value for the firm. This module offers students with basic understanding of the marketing theory and concepts from a global perspective and application of soft skills among them throughout the assessments and later apply them in the real world. 2. COURSE OBJECTIVES The course is aimed at: ▪ Providing students with fundamental knowledge about marketing concepts from a global perspective ▪ Developing or enhancing analytical thinking, problem solving and basic marketing skills ▪ Promoting the importance of teamwork ▪ Enhancing leadership skills ▪ Improving interpersonal skills 3.0 LEARNING OUTCOMES Upon successful completion of the course, students should be able to: ▪ apply basic understanding of marketing theories and concepts into the real world of business ▪ function as an individual and produce synergy within a team ▪ communicate effectively with other profesionals and business communities; act in their capacity as a leader and manager in their...
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...INTERNATIONAL MARKETING CHAPTER 1 – GLOBAL MARKETING IN THE FIRM Globalization – Reflects the trends of firms buying, developing, producing and selling products and services in most countries of the world Comparison of the Global Marketing and Management style between SMEs and LSEs * Resources (Financial, Business Education) * Formation of Strategy * Organization * Risk-taking * Flexibility * Economies of Scale and Scope * Use of information sources Economies of Scope – Reusing a resource from one business in additional businesses Should the company stay home or go abroad? * Industry Globalism. Mainly determined by the international marketing environment * Preparedness for Internationalization. Dependent on the firm`s ability to carry out strategies in the international marketplace, that is the actual skills in international business operations Development of the Global Marketing concept The form of the firm´s response to global market opportunities depends greatly on the management´s assumptions and beliefs about the nature of doing business around the world: * Ethnocentric - Home country is superior and their needs are the most relevant * Polycentric (Multidomestic)- Each country is unique and should be targeted in a different way * Geocentric- The firm may offer global products but with local adaptations * Regiocentric- The firm tries to integrate its marketing programme within regions Glocalization- Development...
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...Finally, I believe our group work will help UK’s small and medium seized sector businesses to identify business opportunities in Mexico To begin with I downloaded the book Global marketing: a decision-oriented approach (2012) online. In this book, the section part 2 discusses about 4 important topics related to my assessment; The first one is (chapter 5) global marketing research, reading this chapter gave me knowledge about foreign market (micro environmental) and this chapter helped me a lot to learn about the decision-making process which are deciding whether to internationalise, deciding which market to enter, deciding how to enter foreign markets, deciding the global marketing programme and implementing and controlling the global marketing programme. Economic forces, political/legal forces in chapter 6 has taught me to understand how the political/legal environment will affect the attractiveness of a potential foreign market, how to describe the major tariff blocs and so on. Chapter 7, which is socio-cultural, taught me how the socio-cultural environment might affect the attractiveness of a potential market. Noticing that chapter 6 and 7 help for my colleagues to do competitor analysis and segmentation analysis, I recommended these chapters to them and shared my knowledge with them. By reading the chapter 8 which discuss the international market selection I came to an understanding of defining...
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...19 Globalisation and international marketing A Activity 19.1 − answer provided on Student’s CD-ROM. Activity 19.2 (page 374): Zumo the energy drink 1 As a business analyst, write a report to Zumposa’s board of directors recommending an appropriate marketing strategy for this product in your country. It should contain: explanations of global marketing and localisation; advantages and disadvantages of both strategies for this product in your country; details of the changes you would recommend for the marketing strategy in your country. Don’t forget that your marketing strategy should be integrated. [20] Advantages Global marketing: A pan-global marketing strategy adopts common products, branding and promotional campaigns across the world. Disadvantages • There will be economies • The brand name may • • • of scale as the product is the same in each country. Therefore, purchasing economies of scale can be utilised. No need for different flavours of Zumo. Promotional costs will be reduced as the same advertising is used everywhere – thus no need to commission different adverts in different countries. Advertising already used in Spain can simply be translated for other markets. The economy is increasingly globalised and there are fewer and fewer differences between tastes in countries around the world. The product may benefit from a common global identity. This has worked well for Coca Cola. • • • not be suitable in all countries, e.g. Plop, a popular Swedish chocolate...
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