Chapter 8 – Global Marketing Marketing 6th
Chapter 8
Global Marketing
Tools for Instructors
Brief Chapter Outline
Learning Objectives
Extended Chapter Outline with Teaching Tips
Answers to End of Chapter Learning Aids
Chapter Case Study
Additional Teaching Tips
Connect Activities
Brief Chapter Outline
Assessing Global Markets
Choosing a Global Entry Strategy
Choosing a Global Marketing Strategy
End of Chapter Learning Aids
Chapter Case Study: The Globalization of the Most Ubiquitous of American Cuisines—The Hamburger
Learning Objectives
LO8-1 Describe the components of a country market assessment.
First, firms must assess the general economic environment. For instance, countries with a trade surplus,
strong domestic and national products, growing populations, and income growth generally are relatively
LO8-2 Understand the marketing opportunities in BRIC countries.
Technology, particularly in the communication field, has facilitated the growth of global markets. Firms can
LO8-3 Identify the various market entry strategies.
Firms have several options for entering a new country, each with a different level of risk and involvement.
Direct investment is the riskiest but potentially the most lucrative. Firms that engage in a joint venture with
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Chapter 8 – Global Marketing Marketing 6th
LO8-4 Highlight the similarities and differences between a domestic marketing strategy and a global
marketing strategy.
The essence of a global marketing strategy is no different from that of a domestic strategy. The firm starts
by identifying its target markets, chooses specific markets to pursue, and crafts a strategy to meet the
Extended Chapter Outline with Teaching Tips
I Assessing Global Markets
A Economic Analysis Using Metrics
1 Evaluating the General Economic Environment
2 Evaluating Market Size and Population Growth Rate
3 Evaluating Real Income
B Analyzing Infrastructure and Technological Capabilities
C Analyzing Governmental Actions
1 Tariffs
2 Quotas
3 Exchange Control
4 Trade Agreements
D Analyzing Sociocultural Factors
A. The Appeal of the BRIC Countries
1 Brazil
2 Russia
3 India
4 China
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. What metrics can help analyze the economic environment of a country?
2. What types of governmental actions should we be concerned about as we evaluate a country?
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Chapter 8 – Global Marketing Marketing 6th
3. What are some important cultural dimensions?
4. Why are each of the BRIC countries viewed as potential candidates for global expansion?
Answer: Brazil’s ability to weather, and even thrive during, the most recent economic storm has
transformed it into a global contender. Russia has undergone multiple up- and downturns in its
II Choosing a Global Entry Strategy
A Exporting
B Franchising
C Strategic Alliance
D Joint Venture
E Direct Investment
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. Which entry strategy has the least risk and why?
2. Which entry strategy has the most risk and why?
Answer: Direct investment requires a firm to maintain 100 percent ownership of its plants,
III Choosing a Global Marketing Strategy
A Target Market: Segmentation, Targeting, and Positioning
1 Global Product or Service Strategies
a. Same Product or Service
b. Similar Product or Service with Minor Adaptations
c. Totally New Product or Service
2 Global Pricing Strategies
3 Global Distribution Strategies
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Chapter 8 – Global Marketing Marketing 6th
4 Global Communication Strategies
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. What are the components of a global marketing strategy?
2. What are the three global product strategies?
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