CHAPTER REVIEW ON GLOBAL MARKETING
TABLE OF CONTENTS
TOPIC Page no.
1. Executive Summary: Chapters Overview 4
2. CHAPTER 10: BRANDING AND PRODUCT DECISIONS IN GLOBAL MARKETING 5
2.1 Concept/Topic Overview (Product and Branding Concept) 5-6
2.2 Maslow Hierarchy of Needs Impact on Global Buyers 6-7
2.3 Country of Origin as Brand Element 7
2.4 Strategic Alternative towards Global Product Planning 7-8
2.5 New Product in Global Marketing 8
2.6 Case Example 8-9
3. CHAPTER 11: PRICING DECISION 10
3.1 Concept/Topic Overview (Pricing Concept) 10
3.2 Pricing Objective and Strategies in Global Market 10-11
3.3 Environmental Influence on Pricing Decision 11-12
2.4 Three Policy Alternative on Global Pricing 12
2.5 Gray Market Goods, Dumping, Price Fixing and Transfer Pricing 12-13
2.6 Countertrade 13
2.7 Case Example 13-14
4. CHAPTER 12: GLOBAL MARKETING CHANNELS AND PHYSICAL DISTRIBUTION 14
4.1 Concept/Topic Overview (Objective, Terminology and Structure) 14-15
4.2 Establishing Channels and Working With Channel Intermediaries 15
4.3 Global Retailing 15-16
4.4 Physical Distribution, Supply Chains, and Logistic Management 16
4.5 Case Example 16-17
5 CHAPTER 13: GLOBAL MARKETING COMMUNICATION DECISION I: Advertising and Public Relation 18
5.1 Concept/Topic Overview (Global Advertising – Integrated Marketing Communication) 18
5.2 Standardization vs. Adaptation 18
5.3 Advertising Agencies: Organizations and Brands 18-19
5.4 Creating Global Advertising 19
5.5 Global Media Decision 20
5.6 Public Relations and Publicity 20
5.7 Case Example 20-21
6 CHAPTER 14: GLOBAL MARKETING COMMUNICATION DECISION II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication 22
6.1 Concept/Topic Overview 22
6.2 Sales Promotion 22
6.3 Personal Selling 23
6.4 Special Form of Marketing Communications (Direct Marketing, Support Media, Event Sponsorship, and Product Placement 23
6.5 Case Example 24
7. References 25
1. Executive Summary: Chapters
TOPIC Page no.
1. Executive Summary: Chapters Overview 4
2. CHAPTER 10: BRANDING AND PRODUCT DECISIONS IN GLOBAL MARKETING 5
2.1 Concept/Topic Overview (Product and Branding Concept) 5-6
2.2 Maslow Hierarchy of Needs Impact on Global Buyers 6-7
2.3 Country of Origin as Brand Element 7
2.4 Strategic Alternative towards Global Product Planning 7-8
2.5 New Product in Global Marketing 8
2.6 Case Example 8-9
3. CHAPTER 11: PRICING DECISION 10
3.1 Concept/Topic Overview (Pricing Concept) 10
3.2 Pricing Objective and Strategies in Global Market 10-11
3.3 Environmental Influence on Pricing Decision 11-12
2.4 Three Policy Alternative on Global Pricing 12
2.5 Gray Market Goods, Dumping, Price Fixing and Transfer Pricing 12-13
2.6 Countertrade 13
2.7 Case Example 13-14
4. CHAPTER 12: GLOBAL MARKETING CHANNELS AND PHYSICAL DISTRIBUTION 14
4.1 Concept/Topic Overview (Objective, Terminology and Structure) 14-15
4.2 Establishing Channels and Working With Channel Intermediaries 15
4.3 Global Retailing 15-16
4.4 Physical Distribution, Supply Chains, and Logistic Management 16
4.5 Case Example 16-17
5 CHAPTER 13: GLOBAL MARKETING COMMUNICATION DECISION I: Advertising and Public Relation 18
5.1 Concept/Topic Overview (Global Advertising – Integrated Marketing Communication) 18
5.2 Standardization vs. Adaptation 18
5.3 Advertising Agencies: Organizations and Brands 18-19
5.4 Creating Global Advertising 19
5.5 Global Media Decision 20
5.6 Public Relations and Publicity 20
5.7 Case Example 20-21
6 CHAPTER 14: GLOBAL MARKETING COMMUNICATION DECISION II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication 22
6.1 Concept/Topic Overview 22
6.2 Sales Promotion 22
6.3 Personal Selling 23
6.4 Special Form of Marketing Communications (Direct Marketing, Support Media, Event Sponsorship, and Product Placement 23
6.5 Case Example 24
7. References 25
1. Executive Summary: Chapters
References: Keegan, W. J. & Green, M. C. (2013). Global Marketing (Seventh Ed.). (Edinburgh Gate: Pearson Education Limited)