Chapter 16
Global Marketing
글로벌 마케팅 소개
Global marketing is a strategic method businesses use to expand their operations internationally.
It involves developing a cohesive marketing ...
글로벌 마케팅 환경 평가 I
Economic fluctuations, political regulations, and geopolitical events influence costs, profits, trade relations, and supply chain operations, requiring a ...
글로벌 마케팅 환경 평가 II
Understanding cultural, infrastructure, and technology differences helps global marketers adapt strategies, reduce risks, and find new opportunities, as ...
글로벌 마케팅 환경 평가 III
The international trade system is a complex network of transactions, agreements, and regulations between countries that govern the exchange of goods, ...
글로벌 시장에 대한 결정에 영향을 미치는 요인
Decisions in global markets depend on several key factors.
First, market size and growth rate are essential. Large, rapidly growing markets like ...
글로벌 엔트리 전략 I
To expand internationally, firms use entry strategies like exporting, licensing, and contract manufacturing.
The choice of strategy is based on their ...
글로벌 진입 전략 II
Management Contracting, Joint Ventures, and Franchising are the global market entry strategies that leverage local market knowledge, enable rapid ...
글로벌 엔트리 전략 III
Global marketers also use Direct Investment and Strategic Alliances to expand their global reach.
Direct investment involves a company fully owning its ...
글로벌 마케팅 프로그램
Standardized and Adapted Global Marketing are two critical strategies for businesses operating in foreign markets.
In standardized global marketing, a ...
글로벌 마케팅 믹스 I - 제품
The product aspect of the global marketing mix involves creating and adapting products to suit the varied preferences of international markets.
Straight ...
글로벌 마케팅 믹스 II - 가격
In global marketing, pricing reflects a product's value and consumer willingness to pay across different markets.
Entry and operational costs, ...
글로벌 마케팅 믹스 III - 장소
In global marketing, place decisions involve a complex network that delivers products from production to consumers, creating a global value delivery ...
글로벌 마케팅 믹스 IV - 프로모션
Media choices, creative direction, and budgeting shape global promotional strategies.
Media decisions depend on target audience preferences and local ...
글로벌 마케팅의 윤리적 문제
Global marketing faces ethical dilemmas due to diverse economic, regulatory, and cultural landscapes.
Outsourcing raises concerns about labor exploitation ...
글로벌 마케팅의 도전 과제
Expanding into foreign markets creates internal challenges for global marketers, from adapting strategies to managing local teams and diverse logistics ...
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