Tài liệu miễn phí Marketing - Bán hàng

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Lecture Global marketing: Contemporary theory, practice, and cases – Chapter 10: Developing global products and brands

Chapter 10 - Developing global products and brands. After reading the material in this chapter, you should be able to: The product life cycle across countries, standardization versus adaptation, product issues, product strategies in international markets, management orientation.

4/11/2023 11:10:50 AM +00:00

Lecture Global marketing: Contemporary theory, practice, and cases – Chapter 9: Segmenting, targeting, and positioning for global markets

Chapter 9 - Segmenting, targeting, and positioning for global markets. After reading the material in this chapter, you should be able to: The need for STP strategy in global markets, global market segmentation strategies, targeting, positioning.

4/11/2023 11:10:42 AM +00:00

Lecture Global marketing: Contemporary theory, practice, and cases – Chapter 8: Entering global markets

Chapter 8 - Entering global markets. After reading the material in this chapter, you should be able to: Reasons for internationalizing, factors in the mode of entry decision, methods of entry to international markets: Direct or indirect exporting, licensing, franchising, contract manufacturing, turnkey operations, management contracts, international joint ventures, international business alliances, wholly owned subsidiaries.

4/11/2023 11:10:33 AM +00:00

Lecture Global marketing: Contemporary theory, practice, and cases – Chapter 7: Selecting international markets

Chapter 7 - Selecting international markets. After reading the material in this chapter, you should be able to: Domestic vs. international expansion, ansoff and internationalization, motives to internationalize, internationalization/market entry theory, concentration v. diversification.

4/11/2023 11:10:24 AM +00:00

Lecture Global marketing: Contemporary theory, practice, and cases – Chapter 6: Conducting marketing research

Chapter 6 - Conducting marketing research. After reading the material in this chapter, you should be able to: The importance of marketing research, the scope of global marketing research, conducting global marketing research, the role of social media, cultural, social and contextual factors, the global marketing research process, global MIS systems.

4/11/2023 11:10:18 AM +00:00

Lecture Global marketing: Contemporary theory, practice, and cases – Chapter 5: Integrating global, regional, and national markets

Chapter 5 - Integrating global, regional, and national markets. After reading the material in this chapter, you should be able to: Regionalism or globalism? Regional economic blocs, free trade areas, customs unions, common markets, political union, major trade arrangements, fair trade, emerging markets.

4/11/2023 11:10:11 AM +00:00

Lecture Global marketing: Contemporary theory, practice, and cases – Chapter 4: Analyzing political and legal environments

Chapter 4 - Analyzing political and legal environments. Common and civil law countries account for about 30 percent of the world’s gross national product. Global marketers must be aware of the problems centering on marketing issues such as the “4Ps”, product, place, price and promotion. Intellectual property is an integral part of international trade, and its importance is increasing as the effective use of knowledge contributes ever more to national and international economic prosperity.

4/11/2023 11:10:02 AM +00:00

Lecture Global marketing: Contemporary theory, practice, and cases – Chapter 3: Evaluating cultural and social environments

Chapter 3 - Evaluating cultural and social environments. After reading the material in this chapter, you should be able to: Cultural diversity in the era of globalization, concept of national culture, culture & communication, global customers.

4/11/2023 11:09:54 AM +00:00

Lecture Global marketing: Contemporary theory, practice, and cases – Chapter 2: Assessing the global marketing environment - The global economy and technology

Chapter 2 - Assessing the global marketing environment - The global economy and technology. After reading the material in this chapter, you should be able to: PESTEL model, the global economy, high-tech products, global countries & global companies.

4/11/2023 11:09:47 AM +00:00

Lecture Global marketing: Contemporary theory, practice, and cases – Chapter 1: Understanding global markets and marketing

Chapter 1- Understanding global markets and marketing. The chapter addresses what is meant by global marketing and global marketing strategy and how it may be implemented. Globalization is a process of interaction and integration driven by international trade. Several alternative measures are available to determine performance based on the consumer, product development and financial return. Several framework s for global marketing strategy will serve as the agenda for topics discussed in the following chapters.

4/11/2023 11:09:28 AM +00:00

Lecture International marketing (14/e) - Chapter 19: Negotiating with international customers, partners, and regulators

Chapter 19 - Negotiating with international customers, partners, and regulators. After studying this chapter you will be able to understand: The problems associated with cultural stereotypes, how culture influences behaviors at the negotiation table, common kinds of problems that crop up during international business negotiations, the similarities and differences in communication behaviors in several countries,...

4/11/2023 10:41:04 AM +00:00

Lecture International marketing (14/e) - Chapter 18: Pricing for international markets

Chapter 18 - Pricing for international markets. What you should learn from chapter 18: Components of pricing as competitive tools in international marketing, how to control pricing in parallel import or gray markets, price escalation and how to minimize its effect, countertrading and its place in international marketing practices, the mechanics of price quotations, the mechanics of getting paid.

4/11/2023 10:40:53 AM +00:00

Lecture International marketing (14/e) - Chapter 17: Personal selling and sales management

Chapter 17 - Personal selling and sales management. What you should learn from chapter 17: The role of interpersonal selling in international marketing, the considerations in designing an international sales force, the steps to recruiting three types of international salespeople, selection criteria for international sales and marketing positions,...

4/11/2023 10:40:46 AM +00:00

Lecture International marketing (14/e) - Chapter 16: Integrated marketing communications and international advertising

Chapter 16 - Integrated marketing communications and international advertising. After studying this chapter you will be able to understand: Local market characteristics that affect the advertising and promotion of products, the strengths and weaknesses of sales promotions and public relations in global marketing, when global advertising is most effective; when modified advertising is necessary,...

4/11/2023 10:40:36 AM +00:00

Lecture International marketing (14/e) - Chapter 15: Exporting and logistics: Special issues for business

In this chapter, students will be able to understand: The importance of derived demand in industrial markets, how demand is affected by technology levels, characteristics of an industrial product, the importance of ISO 9000 certification, the growth of business services and nuances of their marketing, the importance of trade shows in promoting industrial goods.

4/11/2023 10:40:29 AM +00:00

Lecture International marketing (14/e) - Chapter 14: Products and services for businesses

Chapter 14 - Products and services for businesses. What you should learn from chapter 14: The importance of derived demand in industrial markets, how demand is affected by technology levels, characteristics of an industrial product, the importance of ISO 9000 certification, the growth of business services and nuances of their marketing, the importance of trade shows in promoting industrial goods, the importance of relationship marketing for industrial products and services.

4/11/2023 10:40:23 AM +00:00

Lecture International marketing (14/e) - Chapter 13: Products and services for business

In this chapter, students will be able to understand: The importance of derived demand in industrial markets, how demand is affected by technology levels, characteristics of an industrial product, the importance of ISO 9000 certification, the growth of business services and nuances of their marketing, the importance of trade shows in promoting industrial goods.

4/11/2023 10:40:17 AM +00:00

Lecture International marketing (14/e) - Chapter 12: Global marketing management: Planning and organization

Chapter 12 - Global marketing management: Planning and organization. After studying this chapter you will be able to understand: How global marketing management differs from international marketing management, the need for planning to achieve company goals, the important factors for each alternative marketentry strategy, the increasing importance of international strategic alliances.

4/11/2023 10:40:10 AM +00:00

Lecture International marketing (14/e) - Chapter 11: The Asia Pacific region

Chapter 11 - The Asia Pacific region. What you should learn about in chapter 11: The dynamic growth in the region, the importance and slow growth of Japan, the importance of the Bottom-of-the-Pyramid Markets, the diversity across the region, the interrelationships among countries in the region, the diversity within China.

4/11/2023 10:40:03 AM +00:00

Lecture International marketing (14/e) - Chapter 10: Europe, Africa, and the Middle East

Chapter 10 - Europe, Africa, and the Middle East. What you should learn from Chapter 10: The reasons for economic union, patterns of international cooperation, the evolution of the European Union, evolving patterns of trade as eastern Europe and the former Soviet states embrace free-market systems, strategic implications for marketing in the region, the size and nature of marketing opportunities in the European/African/Middle East regions.

4/11/2023 10:39:56 AM +00:00

Lecture International marketing (14/e) - Chapter 9: Economic development and the Americas

Chapter 9 - Economic development and the Americas. What you should learn from chapter 9: The importance of time zones for trade relationships and marketing operations, the political and economic changes affecting global marketing, the connection between the economic level of a country and the marketing task, the variety of stages of economic development among American nations,...

4/11/2023 10:39:49 AM +00:00

Lecture International marketing (14/e) - Chapter 8: Developing a global vision through marketing research

Chapter 8 - Developing a global vision through marketing research. After studying this chapter you will be able to understand: The importance of problem defi nition in international research, the problems of availability and use of secondary data, sources of secondary data, quantitative and qualitative research methods, multicultural sampling and its problems in less-developed countries, using international marketing research.

4/11/2023 10:39:41 AM +00:00

Lecture International marketing (14/e) - Chapter 7: The international legal environment: Playing by the rules

Chapter 7 - The international legal environment: Playing by the rules. What you should learn from chapter 7: The four heritages of today’s legal systems, the important factors in the jurisdiction of legal disputes, the various methods of dispute resolution, the unique problems of protecting intellectual property rights internationally, how to protect against piracy and counterfeiting,...

4/11/2023 10:39:34 AM +00:00

Lecture International marketing (14/e) - Chapter 6: The political environment: A critical concern

Chapter 6 - The political environment: A critical concern. What you should learn from chapter 6: What the sovereignty of nations means and how it can affect the stability of government policies; how different governmental types, political parties, nationalism, targeted fear/animosity, and trade disputes can affect the environment for marketing in foreign countries; the political risks of global business and the factors that affect stability;...

4/11/2023 10:39:27 AM +00:00

Lecture International marketing (14/e) - Chapter 5: Culture, management style, and business systems

Chapter 5 provides knowledge of culture, management style, and business systems. What you should learn from chapter 5: The necessity for adapting to cultural differences, how and why management styles vary around the world, the extent and implications of gender bias in other countries, the importance of cultural differences in business ethics, the differences between relationship-oriented and information-oriented cultures

4/11/2023 10:39:21 AM +00:00

Lecture International marketing (14/e) - Chapter 4: Cultural dynamics in assessing global markets

Chapter 4 - Cultural dynamics in assessing global markets. In this chapter, the following content will be discussed: The importance of culture to an international marketer, definition and origins of culture, the elements of culture, the impact of cultural change and cultural borrowing, strategies of planned and unplanned change.

4/11/2023 10:39:14 AM +00:00

Lecture International marketing (14/e) - Chapter 3: History and Geography: The foundations of culture

Chapter 3 - History and Geography: The foundations of culture. Geography and history in chapter 3 are included as important dimensions in understanding cultural and market differences among countries. Not to be overlooked is concern for the deterioration of the global ecological environment and the multinational company’s critical responsibility to protect it.

4/11/2023 10:39:06 AM +00:00

Lecture International marketing (14/e) - Chapter 2: The dynamic environment of international trade

Chapter 2 - The dynamic environment of international trade. What you should learn from chapter 2: The basis for the reestablishment of world trade following World War II, the importance of balance-of-payment fi gures to a country’s economy, the effects of protectionism on world trade, the several types of trade barriers, the provisions of the Omnibus Trade and Competitiveness Act,...

4/11/2023 10:38:59 AM +00:00

Lecture International marketing (14/e) - Chapter 1: The scope and challenge of international marketing

Chapter 1 - The scope and challenge of international marketing. What you should learn from chapter 1: The benefi ts of international markets, the changing face of U.S. business, the scope of the international marketing task, the importance of the self-reference criterion (SRC) in international marketing, the increasing importance of global awareness, the progression of becoming a global marketer.

4/11/2023 10:38:49 AM +00:00

Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 22 - George E. Belch, Michael A. Belch

Chapter 22 - Personal selling. The main goals of this chapter are: To understand the role of personal selling in the integrated marketing communications program, to know the advantages and disadvantages of personal selling as a promotional program element, to understand how personal selling is combined with other elements in an IMC program.

4/11/2023 10:36:28 AM +00:00