19
The Global Marketplace
OBJECTIVES OUTLINE
- OBJECTIVE 19-1 Define global marketing and the questions companies must ask in deciding whether and how to go global.
- OBJECTIVE 19-2 Understand how global political, economic, sociocultural, technological, legal, and environmental factors affect a company’s global marketing decisions.
- OBJECTIVE 19-3 Discuss how companies decide whether to go global and, if so, which markets to enter.
- OBJECTIVE 19-4 Describe three key approaches to entering global markets.
- OBJECTIVE 19-5 Explain how companies adapt their marketing strategies and marketing mixes for global markets.
- OBJECTIVE 19-6 Identify the three major forms of global marketing organization.
CHAPTER PREVIEW
You’ve now learned the fundamentals of ...
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