marketing

definition of a market 28 Part 1 • IntroductIon must expend to learn about or seek out the product.9 Companies that use price as a competitive weapon may scour the globe to ensure an ample supply of low-wage labor or access to cheap raw materials. Companies can also reduce prices if costs are low because […]

chaPter 1 • IntroductIon to Global MarketInG 27 available. after a successful launch in the United States, Starbucks rolled out Via in Great Britain, Japan, South Korea, and several other asian countries. Starbucks also recently introduced its first coffee machine. the Versimo allows Starbucks’ customers to “prepare their favorite beverages at home.” ● Diversification: Starbucks

1 Introduction to Global Marketing Consider the following proposition: We live in a global marketplace. Apple iPhones, McDonald’s restaurants, Samsung HDTVs, LEGO toys, Swatch watches, Burberry trench coats, and Caterpillar earthmoving equipment are found practically everywhere on the planet. Global companies are fierce rivals in key markets. For example, American auto industry giants General Motors

22 Acknowledgments I am indebted to the many colleagues and friends who carefully read and critiqued individual manuscript sections and chapters. Their comments improved the clarity and readability of the text. In particular, I would like to thank James a. baggett, Hunter Clark, Frank Colella, Dave Collins, Diana Dickinson, Mark Freyberg, alexandre Gilfanov, Carl Halgren,

Global Marketing Communications Decisions Chapter 12 Global Marketing Channels and Physical Distribution 384 distribution Channels: objectives, terminology, and Structure 385 Consumer Products and Services 386 Industrial Products 390 Establishing Channels and Working with Channel intermediaries 391 global Retailing 394 Types of Retail Operations 395 Trends in Global Retailing 399 Global Retailing Market Expansion Strategies 402

the Political, Legal, and regulatory Environments 152 the Political Environment Chapter 5 the Political, Legal, and regulatory Environments 152 the Political Environment 153 Nation-States and Sovereignty 154 Political Risk 155 Taxes 157 Seizure of Assets 159 international Law 160 Common Law Versus Civil Law 161 Islamic Law 162 Sidestepping Legal Problems: important Business issues 162

Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances Preface 17 Acknowledgments 21 Part ONE Introduction 24 Chapter 1 Introduction to Global Marketing 24 Case 1-1 The Global Marketplace Is Also Local 24 Case 1-1 The Global Marketplace (continued) 54 Case 1-2 McDonald’s Expands Globally While Adjusting Its Local Recipe 55 Case 1-3 Apple versus Samsung:

Global Marketing eighth edition Warren J. Keegan • Mark C. Green this is a special edition of an established title widely used by colleges and universities throughout the world. Pearson published this exclusive edition for the benefit of students outside the United States and Canada. If you purchased this book within the United States or

Identify and explain 5 factors that may influence product/service quality in foreign markets Name: ______________________________     Note: Use this template to write your answers. Please delete all areas highlighted in red font before submitting your exam. The grading rubric below should give you an idea of how the write-up will be graded. Please submit

Key Success Factors The Allround brand will continue to be successful in the US and EU markets by continuing to reach customers from all income brackets. The OTC medications manufactured by Allstar including the Allround medication, are considerably cost-effective. By continuing with a retail price for our brand at $5.29, the company can remain affordable