Chapter 14 Marketing in the Global Firm
Learning Objectives
In this chapter, you will learn about:
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Global marketing strategy
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Standardization and adaptation of international marketing
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Global branding and product development
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International pricing
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International marketing communications
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International distribution
Global Marketing Strategy
International marketing is concerned with identifying, measuring, and pursuing customer needs and market opportunities abroad. Exhibit 14.1 provides a framework for these activities and previews the topics of this chapter. The outer layer represents the cultural, social, political, legal, and regulatory environment of foreign markets. These environmental conditions constrain the firm’s ability to ...
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