CHAPTER 1 INTRODUCTION TO GLOBAL MARKETING SUMMARY A company that engages in global marketing focuses resources on global market opportunities and threats. Successful global marketers such as Nestle‚ Coca-Cola‚ and Honda use familiar marketing mix elements – the four Ps – to create global marketing programs. Marketing‚ R&D‚ manufacturing‚ and other activities comprise a firm’s value chain; firms configure activities to create superior customer value on a global basis. Global companies
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CHAPTER 1 1. – Descibe the characteristics of an organisation Managers work in an organisation‚ which is a deliberate arrangement of people to accomplish some specific purpose. Organisations have three characteristics: - they have a distinct purpose - the are composed of people - they have a deliberate structure Many of today’s organisations are structured to be more open‚ flexible and responsive to changes‚ and have undergone some major changes in relation to how they operate. 2
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Marketing Excellence at Chester Zoo If you were to ask a number of people what marketing is ‚ the vast majority would mention the words ‘advertising’ or ‘promotion’. Although these are elements which make up part of marketing and the marketing mix the definition is far more specific than that. The Chartered Institute of Marketing (CIM) believes the definition to be: The crucial words within this definition are: The Management process‚ that is‚ the increased importance of marketing decisions
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Introduction Federal Express (FedEx) Corporation was founded by Frederick W. Smith in 1971 when he was just 28 years old and it specializes in overnight delivery of heavy freight‚ high-priority documents and packages. It has operations in 211 countries and it operates all over the United States providing delivery of time-sensitive‚ valuable cargo worldwide. Its main headquarters are in Memphis Tennessee USA and its subsidiaries include FedEx Express‚ FedEx Office‚ FedEx Trade Networks‚ FedEx Ground
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What is an organisation? deliberate arrangement of people to accomplish some specific purpose distinct purpose (in terms of goals they want to accomplish) composed of people (people perform work necessary for organisation to achieve goals) all develop some deliberate structure (can be open/flexible‚ traditional/define rules or network of loose relationships) mediate between wider society and the individual systematically arranged frameworks that relate people‚ things‚ knowledge and
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5. Describe the competitive environment of the industry and how it relates to LEGO’s strategic choices. LEGO is one of the major players in its industry as it is the world’s largest manufacturer of toys in terms of sales. The environment is highly competitive and recently was largely affected by the financial crises. Since 1958‚ LEGO’s core and original product‚ composed of bricks with interlocking tubes‚ has represented a competitive advantage for the company. However‚ as the company operates
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Click on one of the questions below to learn more. How much will I pay in royalties and advertising? What fees will I pay when I become a KFC franchisee? Initial Franchise Fee = Monthly Service Fee (Royalties) = Advertising = $45‚000 (if you open a KT multi-brand restaurant‚ the fees will be $75‚000) 5 percent (5%) of Gross Sales 5 percent (5%) of Gross Sales (Includes national and local contributions) The above amounts do not include the initial investment required to construct
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Case 1-1 Discussion Questions 1. Anheuser-Busch‚ which has been described as “an American icon‚” is now under the ownership of a company based in Belgium.. Responding to reports that some consumers planned to boycott Bud products to protest the deal‚ one industry observer said‚ “Brand nationality is all about where it was born‚ and also the ingredients of that beer and how they make the beer: Basically‚ it doesn’t matter who owns it. We are in a global world right now”. Do you agree? Students answers
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• What is global marketing? How does it differ from “regular” marketing? Marketing is an organizational function and a set of processes for creating‚ communicating‚ and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. One difference between "regular" marketing and "global" marketing is the scope of activities. Marketing activities center on an organization’s efforts to satisfy customer wants and needs with products
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Chapter 30 INTERNATIONAL MARKETING RESEARCH V. Kumar‚ University of Connecticut Introduction A company advertised eyeglasses in Thailand by featuring a variety of cute animals wearing glasses. The advertisement was a poor choice since animals are considered to be a form of low life and no self respecting Thai would wear anything worn by animals (Payne‚ website). Could the company have known about this before the product launch in Thailand? Why did the company fail in spite of coming up with
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