Global Marketing 8th Edition Keegan Test Bank

Global Marketing 8th Edition Keegan Test Bank

Product details:

• ISBN-10 ‏ : ‎ 0133545008
• ISBN-13 ‏ : ‎ 978-0133545005
• Author:  Warren J. Keegan, Mark C. Green 

Global Marketing reflects current issues and events while offering conceptual and analytical tools that will help students apply the 4Ps to global marketing.

MyMarketingLab for Global Marketingis a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams—resulting in better performance in the course—and provides educators a dynamic set of tools for gauging individual and class progress.

Global Marketing 8th Edition Keegan Solutions Manual

Table contents:

Part I: The decision whether to internationalize

1. Global marketing in the firm
2. Initiation of internationalization
3. Internationalization theories
4. Development of the firm’s international competitiveness

Part I Case studies

Part II: Deciding which markets to enter

5. Global marketing research
6. The political and economic environment
7. The sociocultural environment
8. The international market selection process

Part II Case studies

Part III: Market entry strategies

9. Some approaches to the choice of entry mode
10. Export modes
11. Intermediate modes
12. Hierarchical modes
13. International sourcing decisions and the role of the subsupplier

Part III Case studies

Part IV: Designing the global marketing programme

14. Product decisions
15. Pricing decisions and terms of doing business
16. Distribution decisions
17. Communication decisions (promotion strategies)

Part IV Case studies

Part V: Implementing and coordinating the global marketing programme

18. Cross-cultural sales negotiations
19. Organization and control of the global marketing programme

Part V Case studies

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