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What Do Marketers Do?
Relatively few recent marketing graduates think about entering the nonprofit arena. Some of the k...
Building Your Personal Brand
Students who are building their résumés have always been encouraged to set themselves apart from ...
Critical Thinking Exercises
1. Like Nike’s marketing adaptation with “Nike by You,” other retailers offer customers ind...
Applied Marketing Knowledge: Discussion Questions
1. The Special Olympics offers businesses the opportunity to sponsor local, regional, natio...
Key Terms
acculturation the process by which a person’s family cultural patterns change because of direct ...
Chapter Summary
Marketing reflects an organization’s ethics and values as it communicates, especially with curren...
8.6 Ethical Issues in Diversity Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify the ethical i...
8.5 Marketing to Sociodemographic Groups
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define sociodemographi...
8.4 Marketing to Hispanic, Black, and Asian Consumers
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the Hispanic,...
8.3 Multicultural Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define culture. 2 Exp...
8.2 Diversity and Inclusion Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define diversity marke...
8.1 Strategic Marketing: Standardization versus Adaptation
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define marketing stand...
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...