Management and Organizational Studies 2320A/B Lecture Notes - Lecture 4: Gross Domestic Product, Ethical Consumer, Brand Loyalty

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: John White

Document Summary

Mos 2320 lecture 4 (chapter 17: global marketing) O(cid:374)e of the (cid:449)orld"s (cid:373)ost po(cid:449)erful (cid:271)ra(cid:374)ds: i(cid:374) o(cid:448)er (cid:1006)(cid:1004)(cid:1004) (cid:272)ou(cid:374)tries. Brand loyalty & market share in emerging markets. Committed to understanding local tastes & supporting communities. Globalization refers to the increased flow of goods, services, people, technology, capital, information, and ideas around the world; has economic, political, social, cultural, and environmental impacts. 4 sets of factors are often used to assess a (cid:272)ou(cid:374)tr(cid:455)"s (cid:373)arket: A(cid:374)al(cid:455)sis of these (cid:1008) fa(cid:272)tors offer (cid:373)arketers a (cid:373)ore (cid:272)o(cid:373)plete pi(cid:272)ture of a (cid:272)ou(cid:374)tr(cid:455)"s pote(cid:374)tial as a market for products and services (often have to make trade-offs between these factors when entering or doing business) Policies aimed at restricting trade and global marketing are called protectionist policies and those that encourage global trade and marketing are referred to as liberalization policies. Trade sanctions penalties or restrictions imposed by one country over another country for importing and exporting of goods, services, and investments.