Chapter 16
Global Marketing
Introdução ao Marketing Global
Global marketing is a strategic method businesses use to expand their operations internationally.
It involves developing a cohesive marketing ...
Avaliação do ambiente de marketing global I
Economic fluctuations, political regulations, and geopolitical events influence costs, profits, trade relations, and supply chain operations, requiring a ...
Avaliação do Ambiente de Marketing Global II
Understanding cultural, infrastructure, and technology differences helps global marketers adapt strategies, reduce risks, and find new opportunities, as ...
Avaliação do Ambiente Global de Marketing III
The international trade system is a complex network of transactions, agreements, and regulations between countries that govern the exchange of goods, ...
Fatores que influenciam as decisões sobre os mercados globais
Decisions in global markets depend on several key factors.
First, market size and growth rate are essential. Large, rapidly growing markets like ...
Estratégias 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 ...
Estratégias de Entrada Global II
Management Contracting, Joint Ventures, and Franchising are the global market entry strategies that leverage local market knowledge, enable rapid ...
Estratégias de entrada global 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 ...
O Mix de Marketing Global I - Produto
The product aspect of the global marketing mix involves creating and adapting products to suit the varied preferences of international markets.
Straight ...
O Mix de Marketing Global II - Preço
In global marketing, pricing reflects a product's value and consumer willingness to pay across different markets.
Entry and operational costs, ...
O Mix de Marketing Global III - Place
In global marketing, place decisions involve a complex network that delivers products from production to consumers, creating a global value delivery ...
O Global Marketing Mix IV - Promoção
Media choices, creative direction, and budgeting shape global promotional strategies.
Media decisions depend on target audience preferences and local ...
Questões éticas no marketing global
Global marketing faces ethical dilemmas due to diverse economic, regulatory, and cultural landscapes.
Outsourcing raises concerns about labor exploitation ...
Desafios no 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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