Post on 01-Jan-2016
Marketing EnvironmentMarketing Environment
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Competitive AdvantageCompetitive Advantage
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Global
Marketing Environment
Global
Marketing Environment
ECONOMIC ENVIRONMENT
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
COMPETITIVE ENVIRONMENT
TECHNOLOGICAL ENVIRONMENT
POLITICAL/LEGAL ENVIRONMENT
SOCIOCULTURAL ENVIRONMENT
CompetitionMicro-Environment
for discretionary income
product competition
brand competition
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
CompetitionMacro-Environment
monopoly
oligopoly
monopolistic competition
perfect competition
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
SocioculturalSociocultural Environment Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Exporting Direct investment
COMMITMENT - RISK
Contractual Agreements
Strategic Alliances
Market Entry Strategies
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Global Marketing Decisions
Straight Extension
Product Adaptation
Product Invention
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall