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EXAMPLES
The legendary Silk Road connected the
East with the West. From the mid-1800s to
the early 1920s, with Great Britain the
dominant economic power in the world,
international trade flourished.
A series of global upheavals, including
World War I, the Bolshevik Revolution, and
the Great Depression, brought that era to
and end.
Following World War II, a new era began.
WHAT IS GLOBAL
MARKETING
How does it differ from regular
marketing?
Marketing can be defined as the
activity, set of institutions, and
processes for creating,
communications, delivering, and
exchanging offerings that have
value for customers, clients,
partners, and society at large.
WHAT IS GLOBAL
MARKETING
Marketing activities center on an
organizations efforts to satisfy
customer wants and needs with
products and services that offer
competitive value.
PRINCIPLES OF MARKETING
Marketing can also be thought of as a set of
activities and processes that, along with product
design, manufacturing, and transportation, logistics,
comprise a firms value chain.
Decisions at every stage, from idea conception to
support after the sale, should be assessed in terms
of the ability to create value for customers.
Example.
Toyota, Nissan and other Japanese automarkets made significant
gains in the American Market in the 1980s by creating a superior
value proposition: they offered cars with higher quality and lower
prices that those made by General Motor, Ford and Chrysler.
Today, the auto industry is shifting its attention to emerging
markets such as India and Africa. Renault and its rivals are
racing to offer middle-class consumers a new value proposition:
high quality vehicles that can sell for the equivalent of $10,000
or less.