Marketing, An Introduction Plus 2019 Mylab Marketing With Pearson Etext -- Access Card Package (13th Edition)
13th Edition
ISBN: 9780135983676
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Question
Chapter 15, Problem 15.1DQ
Summary Introduction
To discuss: The term 'global firm' and the major decisions involved in international marketing.
Introduction:
A firm that operates in more than one country is termed as global firm.
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Explain what is meant by the term global firm and list the major decisions involved in international marketing. (AACSB: Written and Oral Communication)
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Intermediate marketing
QUESTIONS:
1- Distinguish between the international marketing strategies of Tesco and Carrefour.
2- Outline two opportunities and two threats to any supermarket retailer considering an entry into the Chinese market.
3- “Deciding on the global marketing program implies five global product/communication strategies firms can choose from.” As a marketing adviser, discuss which of them loo!
appropriate for Tesco to adopt, clarifying the necessary and the possible dimensions in your advice.
Chapter 15 Solutions
Marketing, An Introduction Plus 2019 Mylab Marketing With Pearson Etext -- Access Card Package (13th Edition)
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