1. Chapter Seven Developing a Global Mindset

2. Copyright © Houghton Mifflin Company. All rights reserved.7 - 2 Figure 7.1: Elements of the Global Mindset Categorizing Global Marketing Mindsets

3. Copyright © Houghton Mifflin Company. All rights reserved.7 - 3 Categorizing Global Marketing Mindsets (cont’d) Domestic Mindset International Mindset Multinational Mindset Panregional Mindset Global Mindset

4. Copyright © Houghton Mifflin Company. All rights reserved.7 - 4

5. Copyright © Houghton Mifflin Company. All rights reserved.7 - 5

6. Copyright © Houghton Mifflin Company. All rights reserved.7 - 6 Knowledge Components of the Global Perspective (cont’d) Political Knowledge Cultural Knowledge Historic Knowledge Geographic Knowledge Understanding Global Market Facts The Importance of Acquiring Global Key Market Knowledge

7. Copyright © Houghton Mifflin Company. All rights reserved.7 - 7 Figure 7.2: Global Customer Logic

8. Copyright © Houghton Mifflin Company. All rights reserved.7 - 8 Figure 7.3: Global Market Segmentation Matrix

9. Copyright © Houghton Mifflin Company. All rights reserved.7 - 9 Figure 7.4: Global Competitive Theaters

10. Copyright © Houghton Mifflin Company. All rights reserved.7 - 10 Industry-Based Global Logics (cont’d) Global Industry Logic Global Size Logic Global Regulatory Logic Integrating Global Logics into a Composite View

11. Copyright © Houghton Mifflin Company. All rights reserved.7 - 11 Figure 7.5: Global Logic Patterns

12. Copyright © Houghton Mifflin Company. All rights reserved.7 - 12 Global Market and Opportunity Assessment The World Market as a Global Chessboard

13. Copyright © Houghton Mifflin Company. All rights reserved.7 - 13 Source: The State of the World Atlas, Sixth Edition by Dan Smith. Copyright © 1999 by Dan Smity; illustrations copyright by Myriad Editions Limited. Used by permission of Penguin, a Division of Penguin Putnam, Inc. Figure 7.6a: The Traditional vs. the Global Chessboard

14. Copyright © Houghton Mifflin Company. All rights reserved.7 - 14 Figure 7.6b: The Traditional vs. the Global Chessboard (cont’d) Source: The State of the World Atlas, Sixth Edition by Dan Smith. Copyright © 1999 by Dan Smity; illustrations copyright by Myriad Editions Limited. Used by permission of Penguin, a Division of Penguin Putnam, Inc.

15. Copyright © Houghton Mifflin Company. All rights reserved.7 - 15 Figure 7.6c: The Traditional vs. the Global Chessboard (cont’d) Source: The State of the World Atlas, Sixth Edition by Dan Smith. Copyright © 1999 by Dan Smity; illustrations copyright by Myriad Editions Limited. Used by permission of Penguin, a Division of Penguin Putnam, Inc.

16. Copyright © Houghton Mifflin Company. All rights reserved.7 - 16 Global Market and Opportunity Assessment (cont’d) Understanding Lead Markets

17. Copyright © Houghton Mifflin Company. All rights reserved.7 - 17 Figure 7.7: Lead-Market Relationships

18. Copyright © Houghton Mifflin Company. All rights reserved.7 - 18 Individual Skills for a Global Mindset Global Language Communications Skills Global Telecommunications Skills