1. Chapter One Introduction to Global Marketing

2. Copyright © Houghton Mifflin Company. All rights reserved.1 - 2 The Development of Global Marketing Domestic Marketing Export Marketing International Marketing Multinational Marketing Panregional Marketing Global Marketing

3. Copyright © Houghton Mifflin Company. All rights reserved.1 - 3 Figure 1.1: International and Global Marketing

4. Copyright © Houghton Mifflin Company. All rights reserved.1 - 4 Exploring the Challenge of Global Marketing Wider Range of Issues Special Difficulties

5. Copyright © Houghton Mifflin Company. All rights reserved.1 - 5 Factors Limiting Standardization of Global Marketing Strategies Market Characteristics –Physical Environmental Conditions –Population/Size of Market –Macroeconomic Factors –Cultural and Social Factors –Language

6. Copyright © Houghton Mifflin Company. All rights reserved.1 - 6 Factors Limiting Standardization of Global Marketing Strategies (cont’d) Industry Conditions Marketing Infrastructure Regulatory Environment

7. Copyright © Houghton Mifflin Company. All rights reserved.1 - 7 Participants in Global Marketing The Role of Multinational Corporations in Global Marketing The Role of Global Companies in Global Marketing

8. Copyright © Houghton Mifflin Company. All rights reserved.1 - 8 Participants in Global Marketing (cont’d) Firms Based in Emerging Economies Participate in Global Marketing Service Companies as Participants in Global Marketing

9. Copyright © Houghton Mifflin Company. All rights reserved.1 - 9 Participants in Global Marketing (cont’d) Exporters as Global Marketers Importers as Participants in Global Marketing

10. Copyright © Houghton Mifflin Company. All rights reserved.1 - 10 Participants in Global Marketing (cont’d) Startup Firms and Entrepreneurial Ventures in Global Marketing E-Commerce Companies Enter Global Marketing

11. Copyright © Houghton Mifflin Company. All rights reserved.1 - 11 Why Study Global Marketing? A Growing Need for Global Marketers A Need for Global Mindsets