Welcome to Scribd. Sign in or start your free trial to enjoy unlimited e-books, audiobooks & documents.Find out more
Download
Standard view
Full view
of .
Look up keyword
Like this
1Activity
0 of .
Results for:
No results containing your search query
P. 1
Global Marketing DSA

Global Marketing DSA

Ratings: (0)|Views: 5|Likes:
Published by Ashiq Abdullah

More info:

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

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PPTX, PDF, TXT or read online from Scribd
See more
See less

11/17/2013

pdf

text

original

 
Click to edit Master subtitle style6/17/12
 
Global MarketingManagement
3 Credits27 Sessions
 
6/17/12
 
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?
 
6/17/12
 
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
McDonald’s
 Tang (withdrawn; Glucon-D market champion)
Nestea (rejuvenated)
Kellog’s cornflakes (rejuvenated and relaunched)

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->