Chapter 16
Global Marketing
Introducción al Marketing Global
Global marketing is a strategic method businesses use to expand their operations internationally.
It involves developing a cohesive marketing ...
Evaluación del Entorno Global de Marketing I
Economic fluctuations, political regulations, and geopolitical events influence costs, profits, trade relations, and supply chain operations, requiring a ...
Evaluación del Entorno Global de Marketing II
Understanding cultural, infrastructure, and technology differences helps global marketers adapt strategies, reduce risks, and find new opportunities, as ...
Evaluación del entorno mundial de comercialización III
The international trade system is a complex network of transactions, agreements, and regulations between countries that govern the exchange of goods, ...
Factores que influyen en las decisiones relativas a los mercados mundiales
Decisions in global markets depend on several key factors.
First, market size and growth rate are essential. Large, rapidly growing markets like ...
Estrategias de Entrada Global I
To expand internationally, firms use entry strategies like exporting, licensing, and contract manufacturing.
The choice of strategy is based on their ...
Estrategias Globales de Entrada II
Management Contracting, Joint Ventures, and Franchising are the global market entry strategies that leverage local market knowledge, enable rapid ...
Estrategias Globales de Entrada III
Global marketers also use Direct Investment and Strategic Alliances to expand their global reach.
Direct investment involves a company fully owning its ...
Programas de Marketing Global
Standardized and Adapted Global Marketing are two critical strategies for businesses operating in foreign markets.
In standardized global marketing, a ...
El Marketing Mix Global I - Producto
The product aspect of the global marketing mix involves creating and adapting products to suit the varied preferences of international markets.
Straight ...
El Mix de Marketing Global II - Precio
In global marketing, pricing reflects a product's value and consumer willingness to pay across different markets.
Entry and operational costs, ...
El Mix de Marketing Global III - Lugar
In global marketing, place decisions involve a complex network that delivers products from production to consumers, creating a global value delivery ...
El Mix de Marketing Global IV - Promoción
Media choices, creative direction, and budgeting shape global promotional strategies.
Media decisions depend on target audience preferences and local ...
Cuestiones éticas en el marketing global
Global marketing faces ethical dilemmas due to diverse economic, regulatory, and cultural landscapes.
Outsourcing raises concerns about labor exploitation ...
Desafíos en el marketing global
Expanding into foreign markets creates internal challenges for global marketers, from adapting strategies to managing local teams and diverse logistics ...
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