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What is Marketing? (Chapter 5)

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Everything you need to know about Marketing (Chapter 5)

Institution
Stanford University
Course
Business

Content preview

Part One
Marketing
and Its
Environment


5
Global Markets and
International Marketing

Copyright © Houghton Mifflin Company. All rights reserved. PowerPoint Presentation by Charlie Cook

, Chapter Learning Objectives
• To understand the nature of global markets and
international marketing
• To analyze the environmental forces affecting
international marketing efforts
• To identify several important regional trade
alliances, markets, and agreements
• To examine methods of involvement in
international marketing activities
• To recognize that international marketing
strategies fall along a continuum from
customization to globalization
Copyright © Houghton Mifflin Company. All rights reserved. 5–2

, Chapter Outline
• The Nature of International Marketing
• Environmental Forces in International Markets
• Regional Trade Alliances, Markets, and
Agreements
• International Involvement
• Customization Versus Globalization of
International Marketing Strategies




Copyright © Houghton Mifflin Company. All rights reserved. 5–3

, The Nature of International Marketing
• International Marketing
– Developing and performing
marketing activities across
national boundaries
• Provides growth opportunities
• Promotes innovation
• Fosters marketing of better,
less expensive products




Copyright © Houghton Mifflin Company. All rights reserved. 5–4
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Institution
Stanford University
Course
Business
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Uploaded on
September 1, 2022
Number of pages
38
Written in
2021/2022
Type
PRESENTATION
Person
Unknown

Subjects

  • business
  • marketing
  • management
  • digital marketing
  • finance
  • financial management
  • international business
  • entrepreneurship
  • business administration
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