UGA MARK 4700 - Final Exam Study Guide (30 pages)

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Final Exam Study Guide



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Final Exam Study Guide

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Pages:
30
Type:
Study Guide
School:
University of Georgia
Course:
Mark 4700 - Int Marketing
Int Marketing Documents

Unformatted text preview:

MARK 4700 Exam 3 Study Guide Chapter 1 The Global Marketing Manager International Marketing Marketing o The collection of activities undertaken by a firm in order to asses and satisfy customer needs wants and desires Marketing Management o The planning and coordinating of these activities to achieve a successfully integrated and marketing program International Marketing o Marketing across national borders but addressing similar issues as in domestic marketing including customer identification product development product distribution promotion and pricing o Includes the task of marketing between countries as well as within each country o The international marketer moves products across national boundaries in addition to moving products within each market the company serves Objectives o Identifying and understanding global consumer needs Research helps a firm understand consumer needs in different markets and determine whether those needs are different from those of the customers it currently serves Companies also need to analyze market segments across countries to be able to position their products appropriately for entry into international markets o Satisfying customer needs Well developed distribution is needed to make sufficient quantities of goods and services available at the point of sale If needs differ across countries and regions a company must consider how to adapt its products and the various elements of the marketing mix to best satisfy customers o Being better than the competition Firms must contend with competitors in their home markets and competitors in the foreign markets in which they operate Multinational companies have a more extensive set of experiences to draw upon and generally have access to additional resources o Coordinating marketing activities International marketing creates a new level of complexity because firms must coordinate their marketing activities across countries o Recognizing the constraints of the global environment Complexity



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