By GMBA Tania Gutierrez.  What have you learned from this course?  What are the determinants of global marketing?

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Presentation transcript:

By GMBA Tania Gutierrez

 What have you learned from this course?  What are the determinants of global marketing?

Value

Benefits (Utilitarian + Hedonic) Cost (Pricing + Promotion)

Brand Equity

Brand awareness Brand association Marketing Research + STP Marketing Communication Loyalty Customer Relationship Management Database Marketing Loyalty Program Customer Service Provider Relationship

Perceived Quality (Utilitarian + Hedonic/Aesthetics) Service Quality Reliability Responsiveness Assurance Empathy Tangibles/Aesthetics

Firm-Specific Competitive Advantage Patent/Trade Mark Competence Channel (Sustainable Competitive Advantages) Long-term Oriented Relationship/People Based Requires a Structure High Switching Cost

Think Globally, Act Locally

Value Proposition /STP Strategy Cultural Differences Environmental Factors

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