Chapter Review on Global Marketing

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TABLE OF CONTENTS TOPIC Page no. 1. Executive Summary: Chapters Overview 4 2. CHAPTER 10: BRANDING AND PRODUCT DECISIONS IN GLOBAL MARKETING 5 2.1 Concept/Topic Overview (Product and Branding Concept) 5-6 2.2 Maslow Hierarchy of Needs Impact on Global Buyers 6-7 2.3 Country of Origin as Brand Element 7 2.4 Strategic Alternative towards Global Product Planning 7-8 2.5 New Product in Global Marketing 8 2.6 Case Example 8-9 3. CHAPTER 11: PRICING DECISION 10 3.1 Concept/Topic Overview (Pricing Concept) 10 3.2 Pricing Objective and Strategies in Global Market 10-11 3.3 Environmental Influence on Pricing Decision 11-12 2.4 Three Policy Alternative on Global Pricing 12 2.5 Gray Market Goods, Dumping, Price Fixing and Transfer Pricing 12-13 2.6 Countertrade 13 2.7 Case Example 13-14 4. CHAPTER 12: GLOBAL MARKETING CHANNELS AND PHYSICAL DISTRIBUTION 14 4.1 Concept/Topic Overview (Objective, Terminology and Structure) 14-15 4.2 Establishing Channels and Working With Channel Intermediaries 15 4.3 Global Retailing 15-16 4.4 Physical Distribution, Supply Chains, and Logistic Management 16 4.5 Case Example 16-17 5 CHAPTER 13: GLOBAL MARKETING COMMUNICATION DECISION I: Advertising and Public Relation 18 5.1 Concept/Topic Overview (Global Advertising – Integrated Marketing Communication) 18 5.2 Standardization vs. Adaptation 18 5.3 Advertising Agencies: Organizations and Brands 18-19 5.4 Creating Global Advertising 19 5.5 Global Media Decision 20 5.6 Public Relations and Publicity 20 5.7 Case Example 20-21 6 CHAPTER 14: GLOBAL MARKETING COMMUNICATION DECISION II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication 22 6.1 Concept/Topic Overview 22 6.2 Sales Promotion 22 6.3 Personal Selling 23 6.4 Special Form of Marketing Communications (Direct Marketing, Support Media, Event Sponsorship, and Product Placement

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