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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...
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...
Critical Thinking Exercises
1. Draw a diagram depicting a marketing information system. Show how the marketing research...
Applied Marketing Knowledge: Discussion Questions
1. Why is it vital for companies to understand and use customer insights in gathering and m...
Key Terms
aided awareness when a product, brand, or company list is provided to select from to measure awa...
Chapter Summary
In this chapter, we discovered the critical nature of marketing research on the success o...
6.4 Ethical Issues in Marketing Research
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe ethical issue...
6.3 Steps in a Successful Marketing Research Plan
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify and describe ...
6.1 Marketing Research and Big Data
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define marketing resea...
In the Spotlight
Figure 6.1 Marketing research provides companies with data-driven insights that allow for dee...
References
1. Gregory Schmidt, “Mattel Is Reviving Max Steel Action Figure for a New Media Age,” New Y...