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In the Spotlight
Figure 8.1 Diversity marketing is an adaptation strategy in which companies tailor their mark...
References
1. “Company Timeline,” Starbucks Stories & News, Starbucks, January 24, 2019, https://stori...
Closing Company Case
Timmy Global Health Founded in 1997 by Dr. Charles (Chuck) Dietzen, Timmy Global Health has a ...
What Do Marketers Do?
Part of the International Trade Administration, Export Assistance Centers (found in the United St...
Building Your Personal Brand
There are ways to build skills that will help you in international markets. Consider the items sh...
Critical Thinking Exercises
1. Marketers must consider the global marketing environment when determining strategy. In a...
Applied Marketing Knowledge: Discussion Questions
1. Why do most global organizations envision the world as a huge market without borders? ...
Key Terms
adapted global marketing strategy a strategy in which a company utilizes different marketing str...
Chapter Summary
As outlined in this chapter, transportation, technological developments, and business landscape a...
7.5 Ethical Issues in the Global Marketplace
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify ethical issue...
7.4 Marketing in a Global Environment
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe how marketing...
7.3 Entering the Global Arena
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the strategies us...
7.2 Assessment of Global Markets for Opportunities
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify the different...
7.1 The Global Market and Advantages of International Trade
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define global market o...
In the Spotlight
Figure 7.1 International marketing opportunities can be advantageous for many companies if th...
References
1. “Girls Are Ready to Overcome Gender Norms but Society Continues to Enforce Biases That H...
Closing Company Case
Nordstrom One day a customer walked into an upscale fashion retail store in Anchorage, Alaska,...
Marketing Plan Exercise
Complete the following information about the company and products/services you chose to focus on ...
What Do Marketers Do?
Research is a part of many career paths for marketers and business personnel. Financial planners,...
Building Your Personal Brand
If you’re a curious person, you may enjoy a career in data science, marketing research, or consum...