Chapter 16
Global Marketing
Einführung in das globale Marketing
Global marketing is a strategic method businesses use to expand their operations internationally.
It involves developing a cohesive marketing ...
Bewertung des globalen Marketingumfelds I
Economic fluctuations, political regulations, and geopolitical events influence costs, profits, trade relations, and supply chain operations, requiring a ...
Bewertung des globalen Marketingumfelds II
Understanding cultural, infrastructure, and technology differences helps global marketers adapt strategies, reduce risks, and find new opportunities, as ...
Bewertung des globalen Marketingumfelds III
The international trade system is a complex network of transactions, agreements, and regulations between countries that govern the exchange of goods, ...
Faktoren, die Entscheidungen in Bezug auf globale Märkte beeinflussen
Decisions in global markets depend on several key factors.
First, market size and growth rate are essential. Large, rapidly growing markets like ...
Globale Einstiegsstrategien I
To expand internationally, firms use entry strategies like exporting, licensing, and contract manufacturing.
The choice of strategy is based on their ...
Globale Einstiegsstrategien II
Management Contracting, Joint Ventures, and Franchising are the global market entry strategies that leverage local market knowledge, enable rapid ...
Globale Einstiegsstrategien III
Global marketers also use Direct Investment and Strategic Alliances to expand their global reach.
Direct investment involves a company fully owning its ...
Globale Marketingprogramme
Standardized and Adapted Global Marketing are two critical strategies for businesses operating in foreign markets.
In standardized global marketing, a ...
Der globale Marketing-Mix I - Produkt
The product aspect of the global marketing mix involves creating and adapting products to suit the varied preferences of international markets.
Straight ...
Der Global Marketing Mix II - Preis
In global marketing, pricing reflects a product's value and consumer willingness to pay across different markets.
Entry and operational costs, ...
Der globale Marketing-Mix III - Ort
In global marketing, place decisions involve a complex network that delivers products from production to consumers, creating a global value delivery ...
Der globale Marketing-Mix IV - Werbung
Media choices, creative direction, and budgeting shape global promotional strategies.
Media decisions depend on target audience preferences and local ...
Ethische Fragen im globalen Marketing
Global marketing faces ethical dilemmas due to diverse economic, regulatory, and cultural landscapes.
Outsourcing raises concerns about labor exploitation ...
Herausforderungen im globalen Marketing
Expanding into foreign markets creates internal challenges for global marketers, from adapting strategies to managing local teams and diverse logistics ...
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