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Lecture Marketing: The core (5/e): Chapter 6 – Kerin, Hartley, Rudelius

Chapter 6: Understanding and reaching global consumers and markets. After reading this chapter you should be able to: Identify the major trends that have influenced world trade and global marketing, identify the environmental forces that shape global marketing efforts, name and describe the alternative approaches companies use to enter global markets,. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 6, YOU SHOULD BE ABLE TO: Identify the major trends that have influenced world trade and global marketing. LO1 Identify the environmental forces that shape global marketing efforts. LO2 6- LO3 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 6, YOU SHOULD BE ABLE TO: Name and describe the alternative approaches companies use to enter global markets. Explain the distinction between standardization and customization when companies craft worldwide marketing programs. LO4 6- HOW DELL, INC., BUILT A BILLION DOLLAR BUSINESS IN INDIA 6- MARKETING IN A BORDERLESS ECONOMIC WORLD TREND 1—DECLINE OF ECONOMIC PROTECTIONISM LO1 Protectionism Tariffs Quota World Trade Organization (WTO) 6- MAKING RESPONSIBLE DECISIONS Global Ethics and Global Economics— The Case of Protectionism LO1 6- FIGURE 6-1 Protectionism hinders | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 6, YOU SHOULD BE ABLE TO: Identify the major trends that have influenced world trade and global marketing. LO1 Identify the environmental forces that shape global marketing efforts. LO2 6- LO3 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 6, YOU SHOULD BE ABLE TO: Name and describe the alternative approaches companies use to enter global markets. Explain the distinction between standardization and customization when companies craft worldwide marketing programs. LO4 6- HOW DELL, INC., BUILT A BILLION DOLLAR BUSINESS IN INDIA 6- MARKETING IN A BORDERLESS ECONOMIC WORLD TREND 1—DECLINE OF ECONOMIC PROTECTIONISM LO1 Protectionism Tariffs Quota World Trade Organization (WTO) 6- MAKING RESPONSIBLE DECISIONS Global Ethics and Global Economics— The Case of Protectionism LO1 6- FIGURE 6-1 Protectionism hinders world trade when countries raise prices and limit supply through tariff and quota policies 6- European Union Euro North American Free Trade Agreement (NAFTA) MARKETING IN A BORDERLESS ECONOMIC WORLD TREND 2—RISE OF ECONOMIC INTEGRATION LO1 6- Three country flag image attributed to Alex Covarrubias. See http://en.wikipedia.org/wiki/User:AlexCovarrubias FIGURE 6-2 The European Union in mid-2012 consists of 27 countries with more than 500 million consumers 6- MARKETING IN A BORDERLESS ECONOMIC WORLD TREND 3A—GLOBAL COMPETITION LO1 Global Competition 6- FIGURE 6-A Global companies and marketing strategy 6- International Firms Transnational Firms Multinational Firms Multidomestic Marketing Strategy Global Marketing Strategy Global Brand MARKETING IN A BORDERLESS ECONOMIC WORLD TREND 3B—GLOBAL COMPANIES LO1 6- Global Consumers MARKETING IN A BORDERLESS ECONOMIC WORLD TREND 3C—GLOBAL CONSUMERS LO1 6- MARKETING MATTERS The Global .