...Confirming Pages CONTENTS PREFACE xv PART 1 CHAPTER 1 GLOBAL MARKETING ENVIRONMENTS 1 Understanding Global Markets and Marketing 2 markets are becoming global 2 globalization: the world is becoming smaller 3 globalization and global marketing 4 Globalization: Opportunity or Threat? The Global Marketing Approach 6 6 global marketing and global markets 7 the cage distance framework 7 domestic and global marketing compared 8 Geographic or Spatial Distance 10 Psychic/Cultural Distance 12 The EPRG Framework 13 Developing Global Marketing Strategy 14 The Standardization versus Localization–Adaptation School 14 Levitt and the Globalization of Marketing 16 Standardization versus Mass Customization 17 Managing the Firm’s Value Chain 18 Global Value Chain Configuration 19 Integrating the Firm’s Competitive Strategy 20 Global Competition 20 a global marketing management framework Global Marketing Performance 22 Global Vision—The World Is My Oyster CASE 1-1 CASE 1-2 CHAPTER 2 21 23 A Tortuous Road Ahead for Proton of Malaysia 26 Dabur—Developing Values in an Emerging Economy Through Value Chain and Product Line 31 Assessing the Global Marketing Environment—The Global Economy and Technology 36 the global economy 37 Economic Growth and World Trade 37 Who Are the United States’ Major Customers? 38 High Tech Products Lead World Trade 40 Characteristics of High Technology Markets 42 Technology and Global...
Words: 1893 - Pages: 8
...STERN SCHOOL OF BUSINESS NEW YORK UNIVERSITY Global Marketing Management Spring 2015, UB.0064.001 Professor Eileen Fischer E-mail: efischer@stern.nyu.edu Office: KMC 7-100A; Office Hours: Monday and Wednesday 12:30 -3.00 and by appointment Telephone: 646-591-8760 Teaching Fellow: TBA COURSE OBJECTIVE The purpose of the course is to examine the issues involved in developing a global marketing strategy and the challenges of implementing the marketing mix in individual countries. The course is designed to give students an understanding of: * the strategic issues surrounding global expansion and the strategic options for entering international markets * how to assess market opportunities on both Country macro and market related factors * the global competitive landscape that includes strong local competitors * balancing global and local considerations when developing the marketing mix with a focus on the tactical challenges of adapting to specific market needs * the rapidly changing challenges and opportunities in Emerging Markets My objective is to provide you with useful frameworks, tools and ‘rules of thumb’ which we apply to cases in virtually every class. Many cases will be only one or two pages and they focus on a specific question. Our longer cases will deal with multiple issues and will require the application of frameworks and concepts...
Words: 2141 - Pages: 9
... | PRINCIPLES OF MARKETING BA003IU 1. COURSE STAFF Lecturer: Nguyen Thi Huong Giang Room: A207 E-mail: giangnth@hcmiu.edu.vn (preferred contact method) Consultation Hours: Anytime with appointment, from Monday to Thursday All students are advised to make appointment in advance. 2. COURSE INFORMATION 2.1 Teaching times and Locations Lecture: 8am-11am Monday Venue: L102 2.2 Units of Credit This course is worth 3 credits. 3. COURSE DESCRIPTION: National markets are now in a period characterised by ‘exchange relationships’ where the principal focus is on sets of integrated activities geared to serve the interests of the customer first. The role of the marketer, therefore, is to facilitate exchange transactions in an increasingly challenging environment. This justifies the development of an understanding of the micro and macro dimensions of the wider environment as the participant works through the learning activities of this course. Marketers are expected to be receptive to shifts in customer preferences, attitudes, and loyalties to a brand or a product. There is equally a genuine interest in the capacity of markets (consumers) to engage or respond to demand for innovation in product or service characteristics. At the same time developing a coherent marketing plan depends upon a range of skills, insights, and methodologies, but the focus of your...
Words: 1644 - Pages: 7
...PRINCIPLES OF MARKETING BA003IU 1. COURSE STAFF Lecturer: Nguyen Thi Hong An, MBA Room: A205 E-mail: nthan@hcmiu.edu.vn Consultation Hours: Anytime with an appointment All students are advised to make appointment in advance. 2. COURSE INFORMATION 2.1 Teaching times and Locations Lecture: Venue: 2.2 Units of Credit This course is worth 3 credits. 8am-11am Saturday L102 3. COURSE DESCRIPTION: Principles of Marketing is a course designed to introduce fundamental marketing concepts, theories and analytical tools to managers working in today's highly competitive and complex business environment. At the end of the semester, students should be able to identify and explain the important concepts in marketing. Moreover, students will also be prepared to study more advanced issues in marketing in the following semesters. The course covers a diverse range of marketing topics including marketing strategy and planning, the marketing environment and how to monitor it, consumer and organisational behaviour, marketing research, market segmentation and development of target markets, new product development, pricing, distribution, promotion and international marketing. 4. COURSE OBJECTIVES: On successful completion of this course, the student will be able to: • • Recognize the roles of marketing in business activities Understand basic marketing concepts such as customer behavior, segmentation, marketing research, marketing mix, etc and the principles used in developing marketing programs in...
Words: 1985 - Pages: 8
...Fall 2013 International Marketing(4545) Course Syllabus 1 Contact Information Instructor Mobile phone E-mail Course webpage Ok Yeon Pyo 010-9150-8780 nanospeed@naver.com http://blog.naver.com/nanospeed Feel free to send me an e-mail with any questions about the course or if you want to arrange an appointment. 2. Course Requirements and Grading The course grade is based on Absolute Rating. The final grade will be determined using the following weights: ① Attendance 15% Students are expected to attend class and participate in discussions, unless prevented by sickness or some other legitimate circumstances. Missing class will affect your overall understanding of marketing communications and will have a strong negative impact on the participation portion of your grade. If you know beforehand that you will miss a class, please notify me in advance. Any absence without leave won't be permitted. ② Exam 70% (midterm 35% + final 35%) This is an in-class essay exam covered throughout the entire course. The mid range is excluded from the final exam. No makeup exam will be given. Material to be covered during the exam will be announced at least one week before the exam. ③ Team Project 15% Each student is required to participate in individual or team presentation. The presentation should be conducted in English through PPT format. There’re no restrictions at all except time compliances. It should be finished within 20 minutes. 3. Course Schedule week 1 (09/03) week 2 (09/10)...
Words: 444 - Pages: 2
...Principles of Marketing (MKTG 320) Fall 2013 Syllabus (Tentative) Madan M.Batra (MBA, Ph.D.) Professor of Marketing and International Business Room 406A Eberly 724-357-5776 (Office) 723-388-9595 (Cell) batra@.iup.edu Office Hours Tuesdays and Thursdays: 12:15 to 2:00 p.m. & 3:15 to 3:30 p.m. Wednesdays: 1:00 to 2:00 p.m. Please see the D2L course website for announcements concerning any changes in office hours during a specific week. Instructor Profile I am a professor of marketing and international business at Eberly College of Business and Information Technology. My academic preparation includes MBA in International Business (Dalhousie, Canada), and MS in Marketing and Ph.D. in International Business with focus on International Marketing—both from the University of Wisconsin-Madison. I have worked at a managerial level in a large multinational enterprise. I have taught a wide range of courses--International Business, International Marketing, The Global Village, Self-Marketing, Marketing Internship, Principles of Marketing, Consumer Behavior, Marketing Research, Seminar in Marketing, and Marketing Management at undergraduate, graduate and executive levels. My research interests are in international business, business sustainability, international marketing ethics, advertising ethics, self-marketing, export marketing, cross-cultural marketing, experiential education, and effective pedagogy. My research articles are published in numerous journals that...
Words: 1615 - Pages: 7
...MARKETING PLAN “Marketing Intelligence Matters!” MGSM820, Term 1 2010 Lecturer - David McCann Content Executive Summary 4 Current Marketing Situation 6 Target market 6 Market Size 6 Competitive Situation 9 Distribution Situation 10 Macroenvironment Situation 11 SWOT and Issue Analysis 12 Key Strengths 12 Weaknesses 12 Opportunities 12 Threats 13 Issues analysis 13 Objectives 14 Marketing Strategy 15 Positioning Strategy 15 Target market 15 Product Line 16 Pricing 18 Communication 19 Sales Force 19 Sales Cadence & Pipeline 19 Advertising 19 Sales Promotion 19 Distribution 20 Action Programs 21 Initialisation 21 Development 22 Recurrence 22 Projected Income Statement 23 Controls 24 Appendices 26 Appendix 1: Research Data 26 Appendix 2: Survey Results 29 Appendix 3: Financial Data 32 Costs of Goods Sold 34 Expenses 34 Financial estimation of the project 36 Appendix 4: Cheat Sheets: Products Overview 42 References 44 [Vision: To be Australia's premier graduate management school of leaders of business and the community with a global reputation for teaching and research] MGSM Executive Summary Macquarie Graduate School of Management (MGSM) excels in the provision of a comprehensive suite of postgraduate MBA degree programs, short-term executive programs and customised programs tailored specifically for organisations. MGSM's stated vision is; "To be Australia's premier graduate management...
Words: 1734 - Pages: 7
...Thinking Bookworm Ideas. Thoughts. Beliefs Home Research Proposals Marketing Management TQM Examples Strategic Management Management Examples Strategic Management Archives Subscribe 6 Online Users Search Custom Search Categories Abstract Examples Accounting System Advertising Examples Agricultural Industry Asian Financial Crisis Australia Samples Australian Industrial Relations Commission Australian Labor Party Banking Sector Examples Behavioral Changes Examples Brand Development Samples Brand Equity Management Samples Brand Management Samples Budgeting Process Examples Building Construction Case Studies Business Examples Business Insurance Examples Capital Structure Samples Case Study Examples Change Management Programs Samples Change Process Examples Child Abuse Case Samples Civil Service Commission Case Studies Coca Cola Samples Collection Strategy Examples Company Supply Chain Relationship Comparative Analysis Examples Comparing Issues Competition Competitive Advantage Compulsory Education Examples Computer Science Sample Studies Conclusions Conde Nast Traveler Conflict Management Examples Consulting Consumer Confidence Contrasting Issues Corporate Governance Systems Corporate Law Corporate Social Responsibility Costa Coffee Case Studies Critical Study Crown Entity Culture Curriculum Vitae Examples Customer Satisfaction Customers Debt Decision Making Dell UK Different Strategies Dissertation Samples Ecurrency Trading East Asia Economic Forces Economic Plausibility Examples...
Words: 3247 - Pages: 13
...and Code: MKT 248/1 – Introduction to Marketing 2. Day, Time, Semester: Thursday, 18:30, Fall 2010 3. Instructor: Gorjan Lazarov, EMBA, Katz Business School, University of Pittsburgh 4. Contact: E-mail: gorjan.lazarov@aauni.edu 5. Office hours: Thursday, 17:30 – 18:30 6. Prerequisites: MTH 111 7. Credits: 3 8. Workload For An Average Student (weekly): |Lecture |3 hours | |Homework | | |Project |3 hours | |Reading (quizzes and tests) |3 hours | |Other assignments |2 hours | 9. Course Description: This is an examination of the overall marketing system from the marketing decision-maker’s viewpoint. The course emphasizes product, price, promotion, and distribution as well as planning, research, and organization required to implement marketing concepts. We examine marketing of consumers and industrial products and services, profit and nonprofit marketing institutions, and public and private...
Words: 978 - Pages: 4
...MARKETING MANAGEMENT Contributors: Prof. Dr. Ashok Kurtkoti Prof. Avinash Deshpande Prof. Dr. Rajendra Bartakke Prof. Dr. N.J. Chavan Prof. Pradeep Sadarpatil Prof. Sandip Kodgire Prof. Swapnil Patil Prof. Gaurav Petkar Prof. Shripad Joshi Prof. Sheetal Kunjir 1 Marketing Management Session Plan (31st batch PGDM) MARKETING MANAGEMENT : Session Plan Session 1 Topic Introduction: Developing rapport between faculty and students, syllabus overview, about lectures and cases, etc. Defining marketing for the 21st century The Scope of Marketing Core Marketing Concept Company Orientation Toward The Marketplace Marketing Management tasks Scanning the marketing environment , Forecast demand and conducting marketing research Components of a modern Marketing Information System Internal records Marketing intelligence Identifying the major forces The demographic environment The economic environment The socio-cultural environment The natural environment The technological environment The political –legal environment Scanning the marketing environment , Forecast demand, and conduction marketing research The Marketing Research System The Marketing Research Process Chapter No. 2/3 Chapter 1 4 11 18 24 Chapter 3 4 60 61 62 65 66 68 70 71 73 74 Chapter 3 5 82 84 2 6 Creating Customer Value and Customer Relationship Building Customer Value, Satisfaction and Loyalty Customer Perceived Value Total Customer Satisfaction Customer Relationship Management...
Words: 737 - Pages: 3
...Revised 2/11/10 Page 1 of 18 FRÉDÉRIC F. BRUNEL Boston University School of Management Department of Marketing 595 Commonwealth Avenue Boston, MA 02215 : (617) 353-4609 Fax: (617) 353-4098 e-mail: brunel@bu.edu Education 1998 Ph.D. in Marketing, University of Washington 1992 M.B.A., Illinois State University (graduated top of class) 1989 B.S. in Business Administration, Ecole Supérieure des Sciences Commerciales d'Angers (ESSCA) Angers, France (graduated in top 5%). Dissertation Brunel, Frédéric F. (1998) “The Psychology of Product Aesthetics: Antecedents and Individual Differences in Product Evaluations”, Chair: Richard Yalch. Academic Positions Boston University, School of Management Associate Professor of Marketing & Dean’s Research Fellow, since September 2007 Assistant Professor of Marketing, March 1998- August 2007 Marketing Instructor, September 1997 to March 1998 Delft University of Technology, The Netherlands, Department of Product Innovation and Management Visiting Scholar, 2005 (November-December) University of Washington, School of Business Instructor, 1994-1997 Teaching Assistant, 1992-1994 Publications 1. Brunel, F., Utter, D. (2009). Phillips Foods, Inc.: Introducing King Crab to the Trade (pp. 20 pages). London, Ontario: Ivey Publishing, # 909A04. 2. Brunel, F., Utter, D. (2009). Teaching Note. Phillips Foods, Inc.: Introducing King Crab to the Trade (pp. 18 pages). London, Ontario: Ivey Publishing, # 809A04. 3. Susan Fournier, and Frédéric F....
Words: 7826 - Pages: 32
...development review: An International Journal of development Economics | 09 | International Journal I.T. & Knowledge Management | 10 | International Journal of I.T. & Library science technology | 11 | International Journal of Reliability & Quality Performance(IJRQP) | 12 | International Journal of Advanced Research in Management & Technology | 13 | International Journal of Applied Business & Economics Research (JABER) | 14 | International Journal of Asian Management & Finance | 15 | International Journal of Business Intelligence & Management (IJBIM) | 16 | International Journal of business Management Economics & I.T. | 17 | International Journal of Business Statistics & Finance | 18 | International Journal of Contemporary Issues in management | 19 | International Journal of Data analysis & Information System (IJDAIS) | 20 | International Journal of Decision Making is supply chain & Logistics | 21 | International Journal of Decision Science (IJDS) | 22 | International Journal of Digital Libraries & Knowledge Management | 23 | International Journal of Entrepreneurship & Management Research | 24 | International Journal of Entrepreneurship & Public Policy | 25 | International Journal of Financial Markets | 26 | International Journal of Human Resource Development & Management Review | 27 | International Journal of Information Retrieval (IJIR) | 28 | International Journal of Intelligent information...
Words: 640 - Pages: 3
...School, Ahmedabad PGDM 2015-17: Program Structure Semester-1 Semester-2 Semester-3 Semester-4 Course credit Course credit Course credit Language Skills @ Written Analysis & Communication @ Soft skills II @ Employability Skills @ IT & MIS 2 Soft skills I @ Computing skills 2 Social Media Marketing @ 2 Legal Aspects of Business 2 Business Strategy 3 Management Control Systems 3 Micro Economics 3 Macro Economics 3 Business Environment 3 Business Ethics & Corporate Governance 2 Quantitative Methods-1 3 Business Research Methods 3 Quantitative Methods-2 3 Core Elective-1 3 Core Elective1 3 Core Elective-2 3 Core Elective2 3 Elective-1 3 Elective-1 3 Elective-2 3 Elective-2 3 Grand Project-1 3 Grand Project-2 3 Principles of Management Basic Building Blocks Autumn Break Executive Skills Organisational Behavior Human Resources Management 3 Marketing Management 1 3 Marketing Management -2 3 Understanding Financial Statements 3 Financial Mgt 3 Operation Management Management Domain 3 3 Basics of Business Planning 2 Electives Credits Autumn Break credit SUMMER INTERNSHIP Course S 1 22 S 2 24 Total Credits 2 8 S 3 21 S 4 20 95 Index Sr.No ...
Words: 7010 - Pages: 29
...PGP 2012-14 Consumer Behaviour Case Analysis: PURITEEN COSMETICS Ajinkya Ankit Mate Nitin Verma Rajat Shubham Saini Sonakshi Saini 2012PGP427 2012PGP199 2012PGP233 2012PGP292 2012PGP359 2012PGP367 CASE BACKGROUND A cosmetics company Puriteen has acquired a perfume and cologne company previously managed by the Depuys Henri and Marie who named the two perfumes after their names. Puriteen aimed to develop a marketing program for the two newly acquired perfumes. Despite being rated high in consumer smell preference tests, it was understood that the success of such products depended upon an appealing image for the brand and only if consumers’ ideal self image is effectively mapped with the brand perception. PURPOSE OF THE ANALYSIS DONE BY PETE DOZIER Dozier, Vice President of Marketing at Puriteen, applied the Self Theory to develop the marketing plan for Henry’s. The purpose of the Marketing Research carried out by him was to measure the self and ideal self images of the female consumers and the image they held for the three different perfume brands which were shown in the advertisements. Dozier wanted to base the selection of the advertising concept for Henry’s on the results of the tests conducted. METHODOLOGY USED FOR THE TESTS Three perfume advertisements were videotaped and shown to all the respondents who participated in the research The advertisements were based on different themes. The first advertisement had a sensational theme (Nako), the second had...
Words: 1426 - Pages: 6
...2075 JUNE 1, 2007 WENDY STAHL The Fashion Channel Introduction Dana Wheeler, senior vice president of marketing for The Fashion Channel (TFC), sat in her Chicago office and scrolled through the email messages in her inbox. Thankfully, none required an urgent reply. She toggled over to her calendar: no meetings for the rest of the day. Finally, she could focus her thoughts on reviewing her recommendations for TFC’s new segmentation and positioning strategy. Wheeler believed that she had prepared a solid analysis; she felt confident about the strategy she was proposing. But next week’s senior management meeting would mark her first big presentation to the company’s leaders since she had joined TFC, and, she admitted to herself, she was eager to gain the support of her colleagues. There was a lot riding on the outcome of this meeting, both for Wheeler and for the channel. If founder and CEO Jared Thomas and his team liked what they heard, Wheeler would move forward to implement her recommendations. The company needed to strengthen its competitive position and would be spending more than $60 million in all national and affiliate advertising, promotion, and public relations in 2007, based on these recommendations. This would be an increase of $15 million over 2006 spending. Background TFC was a successful cable TV network– and the only network dedicated solely to fashion, with up-to-date and entertaining features and information broadcast 24 hours per day, 7 days per week...
Words: 5237 - Pages: 21
