Global Marketing Global Edition Warren J. Keegan Mark C. Green Introduction to Global Marketing Chapter 1 Copyright 2013‚ Pearson Education INTRODUCTION • Global vs. “Regular” Marketing - Scope of activities are outside the home-country market Copyright 2013‚ Pearson Education GLOBAL MARKETING • Create value for customers by improving benefits or reducing price – – – – Improve the product Find new distribution channels Create better communications Cut monetary
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Table of Contents Table of Contents 1 Acknowledgement 2 Introduction 3 Questions: 1. What are some of the competitive forces that have made the business environment for Apple more complex in recent years? 4 2. Which aspects of the South Korean market have significant implications for the success or failure of the iPhone in the market and why? 6 3. Besides market entry strategy and marketing mix‚ what other aspects of the planning
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Class 11: Chapter 4 "In all of your endeavors‚ you have opportunities to be a powerful and positive influence on the lives of other people. But first‚ you must care enough to understand them and become familiar with their personal interests and expectations for life." The Key and Importance of Culture; Nature of Culture and Effects on International Management Leadership; Research Studies of Cultural Dimensions; and Culture Management Leadership: The Globe Project The Key and why is the Issue
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INTERNATIONAL BUSINESS Distinguish between Ethnocentric and Polycentric Human Resource Management policies used by Multinational Corporations‚ clearly outlining the advantages and disadvantages of each. ETHNOCENTRIC POLICY The ethnocentric staffing policy refers to the strategy of a multinational company to employ managers for key positions from the parent headquarters instead of employing local staff. In the ethnocentric approach‚ the cultural values and business practices of the home
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Setting export prices with a marketing view Price is the only one of the 4 P ’s that produces revenues. Set the right price is fundamental as pricing for the foreign market is more complex than in the home market. Exporter must decide whether its exported product price will be higher‚ at the same level or lower than in the domestic market. Too often‚ in fact‚ companies forget to think about the customers and define prices just looking at the production costs. This behaviour is likely to drive
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each and the condition under which you would choose one approach over another? Answer (1) Major staffing approaches for international operation falls into one or more of the following staffing modes: ethnocentric‚ polycentric‚ regiocentric and global operation. Firms using the Ethnocentric staffing approachfill their key managerial positions with persons from headquarter that is parent country nationals. Among the advantages of this approach‚ parent country nationals are familiar with the company
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1. Define at least 5 key concepts underlying structures of cultures. Answer: Speed of messages: It is the matter of how long a message can be understood or how long does it take to understand a person. Messages interactions can be in different speeds depending upon culture. Context: The concept is different in different cultures‚ so a balance is necessary for interacting within each culture. It’s the matter of how much relevant information is in the message‚ and already understood by both
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managers with geocentric tendencies. Answer: FALSE Difficulty: Easy Skill: Concept Objective: 4-1 AACSB: Dynamics of the global economy; Multicultural and diversity understanding 2) An ethnocentric orientation positively impacts the ability of managers to manage business projects and new business practices abroad. Answer: FALSE Difficulty: Easy Skill: Concept Objective: 4-1 AACSB: Dynamics of the global economy; Multicultural and diversity understanding 3) Ethnocentric orientation
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How can the key influences on human resources impact the human resources strategies utilised by businesses? (use EY and other case studies to support your response‚ remember about 1000-1200 words) 1.0 Executive Summary This report aims to describe the cause and effect of key influences on the human resource strategies utilised by businesses’. The influence include Stakeholders‚ Legal‚ technological and social Ethical Corporate Responsibility. These influence impact strategies such as Leadership
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2. What is culture? Explain the internal and external impact of culture on organizations. Organizational culture can be difficult to define and even harder to change. It is essentially the sum total of the attitudes‚ behaviors‚ beliefs‚ and traditions of an organization. It encompasses the collective goals of a company and the standards of expected behavior in achieving those goals. And it describes the environment and manner in which employees interact with each other and the market. “Every company
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