Marketing Environment 03 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Marketing Environment 03 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall.
Jan 01, 2016
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Marketing EnvironmentMarketing Environment
03Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Global Marketing
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Countertrade Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Going Global?
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Competitive AdvantageCompetitive Advantage
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Understanding Local Conditions
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Roadblocksat the border
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Global
Marketing Environment
Global
Marketing Environment
ECONOMIC ENVIRONMENT
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
COMPETITIVE ENVIRONMENT
TECHNOLOGICAL ENVIRONMENT
POLITICAL/LEGAL ENVIRONMENT
SOCIOCULTURAL ENVIRONMENT
Economic Environment
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Economic Development
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Business Cycle
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Competitive Environment
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CompetitionMicro-Environment
for discretionary income
product competition
brand competition
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CompetitionMacro-Environment
monopoly
oligopoly
monopolistic competition
perfect competition
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Technological Environment
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Political/Legal Environment
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SocioculturalSociocultural Environment Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Sociocultural Environment
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Exporting Direct investment
COMMITMENT - RISK
Contractual Agreements
Strategic Alliances
Market Entry Strategies
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Standardization
Localization
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Global Marketing Decisions
Straight Extension
Product Adaptation
Product Invention
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall
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