Core Concepts of Marketing
THESTAGESOFGOINGINTERNATIONAL 131 Firmstypicallyapproachinvolvementininternationalmarketingrathercautiously, andthereappearstoex ...
132 CHAPTER 6 MARKETINGINGLOBALMARKETS AJicensingarrangementcontainsrisk,inthatif thebusinessisverysuccessful.profit potentialsa ...
THEINTERNATIONALMARKETINGPLAN 133 MARKETING CAPSULE • 1.Internationalmarketinginvolvesthefirminmakingone ormoremarketingdecision ...
134 CHAPTER 6 MARKETINGINGLOBALM ARKETS Corporate level Business level Selectionof entrymethods Functional level Organization/ a ...
THEINTERNATIONALMARKETINGPLAN 135 lineswithinwhichthefinnoperates. Inthecaseofinternationalmarketing, it isparticu- larlyimporta ...
136 CHAPTER 6 MARKETINGINGLOBALMARKETS Itisimportant, too,toevaluatethecapacityofthefinntobeflexible,adaptable,andproac- tive,as ...
THEINTERNATIONALMARKETINGPLAN 137 Asdiscussedearlier,DrOGUctpositioningisa keysuccessfactorandreflectsthecus- tomer'sperceptions ...
138 CHAPTER 6 MARKETINGINGLOBALMARKETS Finally, thereare severalinherentproblemsas sociatedwithpricingin international markets.O ...
THEINTERNATIONALMARKETINGENVIRONMENT 139 ersareevenmorepronounced. Retailersmorecloselyreflecttheeconomicconditionsand cultureof ...
140 CHAPTER 6 MARKETINGINGLOBALMARKETS TABLE 6.1 IllustrationsofPotentialAreasofMisunderstandingDuetoDiffe rencesinCultura lNorm ...
THEINTERNATIONALMARKETINGENVIRONMENT 141 India,theHindureligionforbidstheconsumptionofbeef, andfast-foodrestaurantssuch asMcDona ...
142 CHAPTER 6 MARKETINGINGLOBALMARKETS INTEGRATED MARKETING • HOOKINGUPINEUROPE EveryoneinEuropevacationsinAugust,and· businessi ...
THE INTERNATIONALMARKETINGENVIRONMENT 143 PoliticalStability Businessactivitytendstogrowandthrivewhena nationis politicallystabl ...
144 CHAPTER 6 MARKETINGINGLOBALMARKETS Thecreationofthesingle Europeanmarketin 1992was expectedtochangetheway marketingisdonewor ...
THEINTERNATIONALMARKETINGENVIRONMENT 146 TheEconomicEnvironment Anation's economicsituationrepresentsitscurrentandpotentialr:apa ...
146 CHAPTER 6 MARKETINGINGLOBALMARKETS MarketingObjectives Havingidentifiedstakeholderexpectations,carriedouta detailedsituation ...
THE WALL STREET JOURNAL. INPRACTICE Internationalmarketsofferorgani- zationsmarketexpansionand profitopportunities.However, ente ...
148 CHAPTER 6 MARKETINGINGLOBALMARKETS Summary MostAmericanfirms havediscoveredthatmanyoppOitunitiesexistininternationalmarketin ...
CASEAPPLICATION 149 Licensing Anagreementinwhicha firm(licensor)provides sometechnologytoa foreignfirm (licensee)bygrantingthefi ...
150 CHAPTER 6 MARKETINGIN GLOBAL MARKETS "Thisis goingtobea bigUnileverbrand,"saidSeniorBrandDevelopmentManagerSusan- nahDayatit ...
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