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After studying the material in this chapter, the student should be familiar with the following concepts:
(1) Globalization, multinationalization, and triadization
(2) The seven Os, five Ws, three Hs, and four Ps
(3) Convergence
(4) The two main elements of a global marketing strategy
(5) The four main decisions, and four main phases of a global marketing strategy
(6) The marketing mix management process
(7) Gray markets
(8) Countertrade
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