- 360 pages
- ePUB (mobile friendly)
- Available on iOS & Android
About This Book
This newtextbook introduces students to the essential concepts, theories and perspectives of Global Marketing and these are supported by real-world case studies from North America, Europe and the emerging markets of China, India and Latin America. These emerging markets are given balanced coverage alongside developed markets and the text also includes a dedicated chapter on emerging markets multinationals.
Practical in its orientation, the text equips students with the tools needed to make strategic marketing decisions and find solutions in a global business environment.
Key features include:
- A full-colour text design with photos to help bring the content to life and enhance students? learning
- ?Spotlight on Research' and 'Expand Your Knowledge', introducing students to some of the seminal scholarly research undertaken in the field
- ?Real World Challenges' offering additional engaging practice-led examples to Case Studies in chapters and providing a scenario for students to analyse and reflect upon via questions
- A companion website (https://study.sagepub.com/farrell) offering a range of instructor and student support materials including PowerPoint slides, a testbank for instructors and quizzes for students
Frequently asked questions
1 Global Marketing Explained
- Define the term ‘global marketing’ and explain how it differs from other terms such as ‘international marketing’, ‘multi-domestic marketing’ and ‘glocal marketing’
- Explain the EPRG framework
- Define the term ‘globalization’
- Discuss the major forms of globalization
- Discuss the main drivers of globalization
- Explain the perspective of the anti-globalization movement.
Global Marketing Defined
- the selection of foreign countries that offer the best prospects for the products marketed by the firm
- the choice of strategies and approaches, e.g. foreign direct investment, exporting or a more loosely structured strategic alliance, which the firm may employ to penetrate international markets
- the need for changes to the firm’s products so that they fit more closely with the needs of consumers in the foreign countries selected
- the need for the firm’s advertising strategies to be adjusted to better communicate with consumers who are culturally dissimilar to those in its home market
- the need to contract and work with foreign intermediaries in order to get the firm’s products into the hands of customers in the various host countries
- the need to adjust the firm’s pricing strategies in response to differences in the structure of marketing channels in the foreign countries and differences in the purchasing behavior of consumers in those markets
- the need to identify countries in which to locate the firm’s value-added activities, e.g. research and development
- the need to evaluate and mitigate the political risks inherent in doing business in foreign countries
- the need to consider opportunities for the firm to coordinate its marketing activities across the various countries in which it plans to conduct business.