文档介绍：Global Marketing Management
Global Marketing Management, 8e
Warren J1>. Keegan
Chapter 1: Introduction to Global Marketing
?2013 Pearson Education, Inc. publishing as Prentice Hall
Learning Objectives
Summarize the evolution of marketing
Identify the three basic principles of marketing
Discuss global marketing practices and strategies
Discuss the growth of global market opportunities
Compare and contrast management orientations
Describe the driving forces behind the increased pace of global integration
Identify three restraining forces that hinder global marketing efforts
?2013 Pearson Education, Inc. publishing as Prentice Hall
Marketing: A Universal Discipline
Marketing is the process of focusing the resources & objectives of anization on environmental opportunities and needs
Marketing is also a set of concepts, tools, theories, practices, procedures and experiences
Although marketing is a universal discipline, marketing practice varies from country to country
?2013 Pearson Education, Inc. publishing as Prentice Hall
The Marketing Concept
The concept has chanced dramatically over the years
The old concept: Focus on products
The new concept (around 1960):
Focus was a customer orientation
Development of the marketing mix: product, price, place, promotion
(4P’s)
?2013 Pearson Education, Inc. publishing as Prentice Hall
The Marketing Concept
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