MKT 300 Lecture Notes - Lecture 8: Marketing Mix, Chief Operating Officer, Free Trade

• School: University of Alabama
• Department: MKT
• Course: MKT 300
• Professor: montavon

Document Summary

International marketing developing and performing marketing across national boundaries: opportunities for growth, approaches, traditional enter global as they gain knowledge, born global small, tech-based export after establishing in market niches where they compete with larger firms, mix of both. Identify interdependence of countries and the global competitors in those markets: be aware of competitive forces in countries they target, be mindful of global customers, nations establish infrastructure and rules for types of competition that can take place. Global marketing mix: product decisions/promotion: one product, one message, single product for all markets, exact same in us and abroad. Global marketing mix: product decisions: one product, one message, single product for all markets, slight change, strong visual relationship. Global marketing mix: product invention: creating a new product for a market or drastically changing an existing product. Global marketing mix: product adaption: alter basic product to meet local conditions.