GLOBAL MARKETING ENVIRONMENTS
• Understanding Global Markets and Marketing: globalization, developing global marketing strategies, a global marketing management framework
• Evaluating Cultural and Social Environments: cultural diversity in the era of globalization, Hofstede’s six dimensions of national culture, global customers
GLOBAL MARKETING FUNCTIONS AND STRATEGIES
• Conducting Global Marketing Research: the global market research process, analyzing the data, reporting the data
• Entering Global Markets: methods of entry to international markets, export modes, intermediate entry modes, dynamics of market entry
• Segmenting, Targeting, and Positioning for Global Markets: macro-segmentation, prioritization, micro-segmentation, targeting, positioning
THE FOUR PS OF GLOBAL MARKETING
• Developing Global Products and Brands: standardization versus adaptation, country of origin, product strategies in international markets
• Setting Global Prices: factors influencing pricing decisions, cost versus market based approach, standardization versus adaptation of pricing policies, transfer pricing, terms and methods of payment
• Global Placement and Distribution Channels: factors influencing international distribution decisions, managing international distribution channels, types of channel intermediaries, internationalization of retailing
• Launching Global Communication and Advertising: global integrated marketing communications, globalized versus localized communication, global advertising strategy, adapted advertising
• Using Social Media for Global Marketing: social marketing networks, the growth of global social advertising, social media use in the BRIC countries