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Global Marketing DSA

Global Marketing DSA

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Published by Ashiq Abdullah

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Published by: Ashiq Abdullah on Jun 17, 2012
Copyright:Attribution Non-commercial


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Click to edit Master subtitle style6/17/12
Global MarketingManagement
3 Credits27 Sessions
Why study global marketing?
To pursue marketing careers in global markets ascareer employees in multinational corporations
Sure…but what does this statement mean in realterms to a management student-graduate?
To gain a deep understanding and to acquiremastery over the three critical marketing valuechain processes in global markets
The marketing value chain is commonly understoodin terms of three sets of activities or componentswith consumers at its centre
What are these three activities that are crucial to(global) marketing value chain?
Understanding global consumers
(market entryand market selection strategies, gaining consumerinsights through consumer behavior, marketingresearch and global consumer and product surveys)
Most often consumers do not communicate wellarticulated needs and products often fail in globalmarkets
only 1 in 10 products launched in global marketssucceed
Nokia 1100 series
 Tang (withdrawn; Glucon-D market champion)
Nestea (rejuvenated)
Kellog’s cornflakes (rejuvenated and relaunched)

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