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MARKETING IN GLOBAL MARKETS

15 January, 2016 - 09:52

LEARNING OBJECTIVES

As you read through this chapter, you should develop an understanding of the following key points related to global marketing activities:

  • global marketing is very broad in scope
  • there are many reasons why firms chose to engage in global marketing
  • the elements of the environment of global marketing are different than those for domestic markets
  • firms can enter foreign markets through a variety of strategies, each of which has advantages and disadvantages
  • in planning marketing mix strategies, firms cannot simply copy domestic marketing mix strategies