THINK Marketing 3rd Edition Tuckwell Test Bank

1. The Third Edition of Think Marketing: Creating More Value for You!
2. Marketing: Creating Customer Value and Relationships
3. New in the Third Edition
4. Overall Presentation of Chapters
5. Success Stories Dramatize Marketing Practice
6. Students Will Experience Marketing Decisions
7. Valuable Learning Aids
8. MyLab Marketing
9. Teaching and Learning Support
10. Acknowledgements
11. 1 Contemporary Marketing
12. Learning Objectives
13. In Just a Short Period . . .
14. Marketing Today: Keeping Pace with Change
15. Marketing Defined
16. The Importance of Marketing
17. The Nature of Marketing Has Evolved
18. Production Orientation (Early 20th Century)
19. Selling Orientation (1920s to 1940s)
20. Marketing Orientation (1950s to 1990s)
21. Socially Responsible Marketing Orientation (1990s to 2000s)
22. Social Media Marketing Orientation (2006 Onward)
23. The Marketing Process
24. Assessing Customer Needs
25. Identifying and Selecting a Target Market
26. The Marketing Mix: Developing a Marketing Strategy
27. Product Strategy
28. Price Strategy
29. Distribution Strategy
30. Marketing Communications Strategy
31. Public Image and Its Influences
32. Maximizing Customer Value: Building Customer Relationships
33. Loyalty Programs
34. Customer Relationship Management (CRM) Programs
35. Evaluating Marketing Activity
36. Ethical Considerations for Marketing
37. Chapter Summary
38. LO1 Define the term marketing. (pp. 3–4)
39. LO2 Describe the importance of marketing in organizations today. (pp. 4–6)
40. LO3 Describe how marketing has evolved to become the driving force of business growth. (pp. 6–12)
41. LO4 Explain the fundamental process of marketing practised by organizations today. (pp. 13–17)
42. LO5 Explain the concept of the marketing mix. (pp. 17–23)
43. LO6 Explain how an organization maximizes the value of its customers. (pp. 23–25)
44. LO7 Identify fundamental methods for measuring the effectiveness of marketing activities. (p. 25)
45. LO8 Explain how ethical considerations impact marketing strategies. (pp. 25–28)
46. Review Questions
47. Discussion and Application Questions
48. 2 The External Marketing Environment
49. Learning Objectives
50. Airbnb Celebrated Its Biggest Night Ever . . .
51. External Forces That Impact Marketing
52. Competitive Forces
53. Market Structures
54. Competitive Strategies
55. The Competitive Position
56. Regulatory and Legal Forces
57. Competition Bureau
58. Office of Consumer Affairs
59. Self-Regulation
60. Economic Forces
61. Social, Environmental, and Demographic Forces
62. Lifestyles
63. Social Responsibility and the Natural Environment
64. Demographic Forces
65. Size and Age
66. Location
67. Family Formation and Household Size
68. Spending Power and Wealth
69. Education
70. Multiculturalism
71. Technological Forces
72. Managing Customers
73. Technology and Marketing Communications
74. The Internet and E-Commerce
75. Chapter Summary
76. LO1 Identify the external forces that influence marketing. (pp. 32–33)
77. LO2 Describe the way various competitive forces influence marketing strategy development. (pp. 33–38)
78. LO3 Distinguish the role that regulations, laws, and self-regulation play in the practice of marketing in Canada. (pp. 38–41)
79. LO4 Explain the impact of the economy and various market structures on marketing practices. (pp. 41–43)
80. LO5 Discuss how social, environmental, and demographic forces shape marketing strategies now and in the future. (pp. 43–51)
81. LO6 Identify and explain the effect technological trends and developments have on current and future marketing practices. (pp. 51–54)
82. Review Questions
83. Discussion and Application Questions
84. 3 Strategic Marketing Planning
85. Learning Objectives
86. You May Remember . . .
87. The Business Planning Process
88. Strategic Planning
89. Corporate Planning
90. Mission, Vision, and Values Statements
91. Corporate Objectives
92. Corporate Strategies
93. Penetration Strategy
94. Acquisition Strategy
95. New-Products Strategy
96. Vertical and Horizontal Integration Strategies
97. Strategic Alliance Strategy
98. Divestment Strategy
99. Marketing Planning
100. The Marketing Plan
101. Marketing Plan Background—Situation Analysis
102. External Influences
103. Market Analysis
104. Product (Brand) Analysis
105. Competitive Analysis
106. SWOT Analysis
107. Marketing Plan—Plan Section
108. Positioning Strategy Statement
109. Marketing Objective
110. Marketing Strategies
111. Target Market
112. Marketing Mix
113. Budget
114. Marketing Execution
115. Some Fundamental Marketing Strategies
116. Market Penetration
117. Market Development
118. Product Development
119. Diversification
120. Marketing Control and Evaluation
121. Keeping Pace with Change
122. Chapter Summary
123. LO1 Identify the key elements of strategic business planning. (pp. 58–60)
124. LO2 Identify the nature of corporate planning and its impact on marketing planning. (pp. 60–64)
125. LO3 Outline the process for creating marketing plans. (pp. 64–65)
126. LO4 Describe the content of a typical marketing plan. (pp. 65–72)
127. LO5 Describe fundamental marketing strategies employed by organizations. (pp. 72–75)
128. LO6 Explain the control and evaluation procedures used in marketing planning. (pp. 75–78)
129. Review Questions
130. Discussion and Application Questions
131. 4 Marketing Intelligence
132. Learning Objectives
133. A Business Organization . . .
134. Marketing Research: Definition, Role, and Scope
135. Collecting and Managing Information
136. The Marketing Research Process
137. Problem Awareness
138. Exploratory Research
139. Secondary Data Collection
140. Internal Data Sources
141. External Data Sources
142. Primary Research
143. Sample Design
144. Data Collection Methods
145. Survey Research
146. Observation Research
147. Experimental Research
148. Qualitative Data and Quantitative Data
149. Qualitative data
150. Quantitative Data
151. Survey Methodology
152. Data Transfer and Processing
153. Data Analysis and Interpretation
154. Recommendations and Implementation
155. Managing Information and Customer Relationship Management
156. The Database and Data Mining
157. Information Collection and Consumer Privacy
158. Chapter Summary
159. LO1 Define marketing research, and identify the ways in which marketing research findings can be used. (pp. 82–83)
160. LO2 Outline the basic stages in the marketing research process. (pp. 84–85)
161. LO3 Describe secondary data sources available to marketing organizations. (pp. 85–87)
162. LO4 Explain the steps and methodologies for collecting primary data. (pp. 87–97)
163. LO5 Describe the role and impact of information collection on customer relationship management practices. (pp. 97–99)
164. LO6 Identify key issues associated with the collection and use of information about consumers. (pp. 99–100)
165. Review Questions
166. Discussion and Application Questions
167. 5 Consumer Buying Behaviour
168. Learning Objectives
169. tentree . . .
170. Understanding Consumer Behaviour
171. Consumer Purchase Decision Process
172. Problem Recognition
173. Information Search
174. Evaluation of Alternatives
175. Purchase Decision
176. Post-Purchase Evaluation
177. Influences on Consumer Behaviour
178. Psychological and Personal Influences
179. Psychological Influences
180. Needs and Motives
181. Personality and Self-Concept
182. Attitudes and Perceptions
183. Personal Influences
184. Age and Life Cycle
185. Technology
186. Economic Situation
187. Social and Cultural Influences
188. Social Influences
189. Reference Groups
190. Family
191. Social Class
192. Cultural Influences
193. Culture
194. Subculture
195. Regional Differences
196. Chapter Summary
197. LO1 Explain why it is important for marketing managers to understand consumer behaviour. (p. 105)
198. LO2 Describe the steps a consumer goes through when buying a product or service. (pp. 105–109)
199. LO3 Discuss the main psychological and personal influences on consumer buying behaviour. (pp. 109–117)
200. LO4 Describe the key social and cultural influences on consumer buying behaviour. (pp. 117–123)
201. Review Questions
202. Discussion and Application Questions
203. 6 Business-to-Business Marketing and Organizational Buying Behaviour
204. Learning Objectives
205. Level Ground Trading Ltd. . . .
206. Business-to-Business Markets
207. Manufacturers or Producers
208. Governments
209. Institutions
210. Wholesalers and Retailers
211. Professions
212. Characteristics of Organizational Buying Behaviour
213. Number of Buyers
214. Location of Buyers
215. Demand Characteristics
216. The Buying Criteria Are Practical
217. Business-to-Business Buying Process
218. Buying Committees and Buying Centres
219. Centralized Purchasing
220. Personal Characteristics
221. Relationships Are Sought
222. Integration and Partnering in Business-to-Business Marketing
223. E-Procurement
224. Steps in the Buying Decision Process
225. Problem Recognition
226. Need Description
227. Product Description
228. Supplier Search
229. Proposal Solicitation
230. Supplier Selection
231. Order Routine Specification
232. Performance Review
233. Buying Situation
234. Chapter Summary
235. LO1 Identify the types of customers that make up business-to-business markets. (pp. 128–130)
236. LO2 Discuss the unique characteristics of organizational buying behaviour. (pp. 130–134)
237. LO3 Describe how the business-to-business buying process works. (pp. 134–139)
238. LO4 Explain the steps in the business-to-business buying decision process. (pp. 139–142)
239. Review Questions
240. Discussion and Application Questions
241. 7 Market Segmentation and Target Marketing
242. Learning Objectives
243. A loyal . . .
244. Market Segmentation
245. Mass Marketing
246. Market Segmentation
247. Niche Marketing (Sub-Segmentation)
248. Direct Segmentation and Behavioural Targeting
249. Identifying and Selecting Target Markets
250. Demographic Segmentation
251. Psychographic Segmentation
252. Geographic Segmentation
253. Behaviour Response Segmentation
254. Occasions for Use
255. Benefits Sought
256. Usage Rate
257. Loyalty Response
258. Market Positioning Concepts
259. Types of Positioning
260. Head-On Positioning
261. Brand Leadership Positioning
262. Product Differentiation Positioning
263. Technical Innovation Positioning
264. Lifestyle Positioning
265. Repositioning
266. Chapter Summary
267. LO1 Explain market segmentation, and differentiate among the different forms of market segmentation. (pp. 146–152)
268. LO2 Describe the process used and information needed to identify and select target markets. (pp. 152–161)
269. LO3 Explain the concept of market positioning and its role in contemporary marketing practice. (pp. 161–168)
270. Review Questions
271. Discussion and Application Questions
272. 8 Product Strategy
273. Learning Objectives
274. Herschel Supply Co. . . .
275. Total Product Concept and Product Mix
276. The Product Mix
277. Product Classifications
278. Consumer Goods
279. Convenience Goods
280. Shopping Goods
281. Specialty Goods
282. Industrial (Business) Goods
283. Capital Items
284. Parts and Materials
285. Branding Strategies
286. Defining the Brand
287. Brand Names
288. National Brands
289. Individual Brand Strategy
290. Family Brand Strategy
291. Co-Branding
292. Private-Label and Generic Brands
293. Licensed Brands
294. Cult Brands
295. Packaging and Labelling Strategies
296. The Role and Influence of Packaging
297. Components of a Package
298. Functions of a Package
299. Protect the Product
300. Market the Product
301. Provide Convenience to Consumers
302. Be Environmentally Friendly
303. Labelling
304. Warranties
305. Brand Design
306. Benefits of Brands
307. Brand Loyalty and Brand Equity
308. Chapter Summary
309. LO1 Explain the total product concept and product mix. (pp. 172–174)
310. LO2 Describe how consumer and business goods are classified. (pp. 175–178)
311. LO3 Explain the role and importance of branding strategies. (pp. 178–183)
312. LO4 Discuss the role of packaging and labelling in the development of product strategies. (pp. 183–190)
313. LO5 Explain the benefits of branding. (p. 190)
314. LO6 Describe the various stages of brand loyalty and how brand equity is created. (pp. 190–192)
315. Review Questions
316. Discussion and Application Questions
317. 9 Product Management
318. Learning Objectives
319. Marketers know . . .
320. Organizational Structures Used to Manage Brands
321. Brand Management
322. Category Management
323. Target-Market Management
324. Regional Management
325. Continental and Global Management
326. New Product Development Process
327. New Product Decisions
328. Idea Generation
329. Screening
330. Concept Development and Testing
331. Business Analysis
332. Product Development
333. Test Marketing and Marketing Planning
334. Commercialization
335. Managing Current Products
336. Product Modification Decisions
337. Product Mix Expansion Decisions
338. Packaging and Brand Design Decisions
339. Product Maintenance or Withdrawal Decisions
340. The Product Life Cycle
341. Introduction Stage
342. Growth Stage
343. Mature Stage
344. Extending the Product Life Cycle
345. Attract New Markets
346. Alter the Product
347. Add New Products
348. Change Other Marketing Mix Elements
349. Decline Stage
350. The Length of the Product Life Cycle
351. Product Adoption Process
352. Chapter Summary
353. LO1 Explain the different organizational structures used to manage brands. (pp. 196–199)
354. LO2 Describe the steps in the new product development process. (pp. 199–203)
355. LO3 Discuss key decisions involved in managing current products. (pp. 203–205)
356. LO4 Identify the stages in a product’s life cycle, and discuss how a brand manager’s decisions are influenced at each stage. (pp. 206–211)
357. LO5 Explain how the product adoption process influences the length and shape of a product’s life cycle. (pp. 212–214)
358. Review Questions
359. Discussion and Application Questions
360. 10 Services and Not-for-Profit Marketing
361. Learning Objectives
362. Calgary Based Westjet . . .
363. Characteristics and Behaviours of Services Marketing
364. Services Marketing
365. Characteristics of Services
366. Intangibility
367. Inseparability
368. Variability in Quality
369. Perishability of Demand
370. Buying Behaviour in Services
371. The Services Marketing Mix
372. Nature, Scope, and Characteristics of Not-for-Profit Marketing
373. Nature and Scope of Not-for-Profit Marketing
374. Characteristics of Not-for-Profit Marketing
375. Types of Not-for-Profit Marketing
376. Marketing Strategy in a Not-for-Profit Organization
377. Chapter Summary
378. LO1 Outline the characteristics and behaviours that distinguish services marketing from product marketing. (pp. 218–222)
379. LO2 Describe the elements of the services marketing mix. (pp. 222–225)
380. LO3 Explain the nature, scope, and characteristics of not-for-profit marketing. (pp. 226–228)
381. LO4 Describe the types of not-for-profit marketing. (p. 228)
382. LO5 Discuss the role and importance of marketing strategy in not-for-profit organizations. (pp. 229–230)
383. Review Questions
384. Discussion and Application Questions
385. 11 Pricing Decisions: Objectives, Strategies and Tactics
386. Learning Objectives
387. When you sell . . .
388. The Definition and Role of Price
389. Factors Influencing Price Decisions
390. Consumer Demand for the Product
391. Consideration of Channel Members
392. Production and Marketing Costs
393. Pricing Objectives Influence Price Decisions
394. Maximizing Profit
395. Return on Investment
396. Maximizing Sales Volume (Market Share)
397. Price Strategy
398. Price Skimming
399. Price Penetration
400. Competitive Pricing (Status Quo Pricing)
401. Above Competition
402. Equal to Competition
403. Below Competition
404. Price Tactics
405. Source Pricing and Offering Discounts
406. Cash Discounts
407. Quantity Discounts
408. Trade or Functional Discounts
409. Slotting Allowances
410. Off-Invoice Trade Allowances
411. Performance (Promotional) Allowances
412. Seasonal Discounts
413. Rebates
414. Trade-In Allowances
415. Promotional Pricing
416. Flexible Pricing
417. Geographic Pricing
418. F.O.B. Origin (Plant)
419. F.O.B. Destination (Freight Absorption)
420. Uniform Delivered Pricing
421. Zone Pricing
422. Other Pricing Tactics
423. Psychological Pricing
424. Add-On Pricing
425. Pricing and the Law
426. Ordinary Price Claims
427. Double Ticketing and Bar Code Price Variances
428. Bait and Switch
429. Predatory Pricing
430. Price Fixing
431. Chapter Summary
432. LO1 Explain the importance of price in the development of marketing strategy. (pp. 233–234)
433. LO2 Describe the various factors that influence price decisions. (pp. 235–238)
434. LO3 Explain the differences among profit, return on investment, and sales pricing objectives. (pp. 238–239)
435. LO4 Describe the various pricing strategies an organization considers to achieve price objectives. (pp. 239–242)
436. LO5 Explain the various pricing tactics an organization employs to motivate purchase. (pp. 242–249)
437. LO6 Describe how legal issues can affect pricing strategy. (pp. 249–251)
438. Review Questions
439. Discussion and Application Questions
440. Pricing Supplement: Financial Statements and Pricing Methodologies
441. Financial Statements of an Organization
442. Operating Statement
443. Key Figures of the Operating Statement
444. Gross Sales
445. Cost of Goods Sold
446. Operating Expenses
447. Sample Operating Statement
448. Operating Statement Ratio Analysis
449. Gross Profit Percentage
450. Operating Expense Ratio
451. Net Profit Percentage
452. Calculating Operating Ratios
453. Balance Sheet
454. Sample Balance Sheet
455. Balance Sheet Ratio Analysis
456. Return on Investment (ROI)
457. Return on Equity (ROE)
458. Pricing Methods
459. Cost-Based Pricing
460. Full-Cost Pricing
461. Target Pricing
462. Break-Even Analysis
463. Demand-Based Pricing
464. Retail Pricing: Markups and Markdowns
465. Markups
466. Markdowns
467. Review Questions
468. 12 Distribution and Supply Chain Management
469. Learning Objectives
470. Technology is having . . .
471. Distribution Planning
472. Basic Role of Intermediaries
473. The Structure of Distribution Systems
474. Manufacturer to Consumer
475. Manufacturer to Retailer to Consumer
476. Manufacturer to Wholesaler to Retailer to Consumer
477. Channels that Include Agents and Brokers
478. Channel Length and Width
479. Distribution Channels and Competitive Advantage
480. Electronic Marketing Channels and Multi-Channelling
481. Direct Marketing and Electronic Marketing
482. Contract Marketing
483. Factors Influencing Channel Selection
484. Product and Service Characteristics
485. Competition
486. Company Resources
487. Intensity of Distribution
488. Intensive Distribution
489. Selective Distribution
490. Exclusive Distribution
491. Channel Relationships
492. Channel Control
493. Manufacturer Control
494. Distributor (Wholesaler) Control
495. Retailer Control
496. Integrated Marketing Systems and Partnerships
497. Vertical Marketing System
498. Administered VMS
499. Contractual VMS
500. Corporate VMS
501. Horizontal Marketing Systems
502. Supply Chain Management
503. Logistics Functions in a Supply Chain
504. Order Processing
505. Warehousing
506. Inventory Management
507. Transportation
508. Transportation Coordination
509. Chapter Summary
510. LO1 Define distribution planning, and describe the role of intermediaries in the distribution channel. (pp. 264–266)
511. LO2 Describe the structure of different types of distribution channels. (pp. 266–270)
512. LO3 Evaluate new channel strategies as a means of gaining competitive advantage. (pp. 270–273)
513. LO4 Describe the influences that are considered when selecting a distribution channel. (pp. 273–276)
514. LO5 Describe the nature of relationships between members of a channel of distribution. (pp. 276–278)
515. LO6 Explain the concept of integrated marketing systems. (pp. 278–280)
516. LO7 Explain how supply chain management systems are improving operational efficiency in the channel of distribution. (pp. 280–282)
517. LO8 Describe the key logistics marketing functions in a supply chain. (pp. 282–286)
518. Review Questions
519. Discussion and Application Questions
520. 13 Retailing
521. Learning Objectives
522. Saje Natural Wellness . . .
523. Retailing and Its Position in the Economy
524. Retailing and Its Functions
525. Retailer Classifications
526. Ownership
527. Chain Stores
528. Retail Franchising
529. Independent Retail Stores
530. Products and Services Offered
531. Product Lines
532. Services Offered
533. Non-Store Retailing
534. The Retailing Marketing Mix
535. Location
536. Brand Identity
537. Atmosphere
538. Merchandise Assortment
539. Merchandise Control
540. Marketing Communications Strategy
541. E-Retailing
542. Chapter Summary
543. LO1 Explain the importance of retailing in Canada, and identify key trends influencing the industry. (pp. 290–291)
544. LO2 Define the functions associated with contemporary retailing. (pp. 291–292)
545. LO3 Describe the various types of retailers based on ownership, products and services offered, and method of operation. (pp. 292–298)
546. LO4 Describe the roles and functions of the major components of the retail marketing mix. (pp. 298–305)
547. LO5 Describe retailing’s transition into the digital marketing environment. (pp. 305–308)
548. Review Questions
549. Discussion and Application Questions
550. 14 IMC: Media Advertising, Social and Mobile Communications
551. Learning Objectives
552. When you think of Budweiser . . .
553. The Integrated Marketing Communications Mix
554. Marketing Communications Planning
555. Marketing Communications Objectives
556. Marketing Communications Strategy
557. Advertising and Its Role
558. Creating the Message
559. Placing the Message: Selecting the Right Media
560. Assessing Media Alternatives
561. Internet (Online) Advertising
562. Television and Video
563. Radio and Online Audio
564. Newspapers
565. Magazines
566. Out-of-Home Media
567. Direct Response Advertising
568. Social Media Communications
569. The Social Media Environment: Consumers Are in Control
570. Types of Social Network Advertising and Marketing Communications
571. Display Advertising
572. Sponsored (Suggested) Posts
573. Video Ads
574. Brand Page (Fan Page)
575. Company Blogs
576. YouTube Channels
577. Viral Marketing and Communications
578. Benefits of Social Media Communications
579. Mobile Media Communications
580. Mobile Applications
581. QR Codes
582. Video Game Advertising
583. Chapter Summary
584. LO1 Define integrated marketing communications, and describe the components of the integrated marketing communications mix. (pp. 312–313)
585. LO2 Describe the basic elements comprising marketing communications planning. (pp. 313–315)
586. LO3 Explain the nature of creative (message) decisions that are part of an advertising campaign. (pp. 315–320)
587. LO4 Explain the nature of media decisions that are part of an advertising campaign. (pp. 320–322)
588. LO5 Assess the various media alternatives for delivering advertising messages. (pp. 322–329)
589. LO6 Describe the role of social media in marketing communications campaigns. (pp. 329–335)
590. LO7 Describe the role of mobile communications in marketing communications strategies. (pp. 335 –337)
591. Review Questions
592. Discussion and Application Questions
593. 15 IMC: Sales Promotion, Public Relations, Experiential Marketing, and Personal Selling
594. Learning Objectives
595. How many times . . .
596. Sales Promotion
597. Consumer Promotion
598. Coupons
599. Free Samples
600. Contests
601. Cash Refunds (Rebates)
602. Premiums
603. Loyalty (Frequent Buyer) Programs
604. Delayed-Payment Incentives
605. Trade Promotion
606. Cooperative Advertising
607. Trade and Performance Allowances
608. Dealer Premiums
609. Dealer-Display Materials
610. Public Relations: Its Role in Marketing Communications
611. Corporate Communications
612. Reputation Management
613. Publicity Generation
614. Fundraising
615. Public Relations Strategies
616. Press Release
617. Press Conference
618. Websites
619. Social Media
620. Experiential Marketing
621. Event Marketing and Sponsorships
622. Sports Sponsorship
623. Festivals, Fairs, and Annual Events Sponsorship
624. Cultural and Arts Sponsorship
625. Cause Marketing Sponsorships
626. Strategic Considerations for Event Marketing
627. Personal Selling
628. The Role of the Contemporary Salesperson
629. Gathering Market Intelligence
630. Problem Solving
631. Locating and Maintaining Customers
632. Follow-Up Service
633. The Steps in the Selling Process
634. Chapter Summary
635. LO1 Identify the roles and functions of various consumer promotion activities (pp. 343–348)
636. LO2 Identify the roles and functions of various trade promotion activities (pp. 349–350)
637. LO3 Identify the role of public relations in the development of marketing communications strategies (pp. 350–353)
638. LO4 Describe the public relations tools and techniques for communications strategies. (pp. 353–355)
639. LO5 Explain the role of experiential marketing in marketing today. (pp. 355–363)
640. LO6 Describe the role of personal selling in the marketing communications mix. (pp. 363–364)
641. LO7 Describe the basic steps in the selling process. (pp. 364–366)
642. Review Questions
643. Discussion and Application Questions
644. 16 Global Marketing
645. Learning Objectives
646. Many prominent companies . . .
647. Canadian International Trade and the Movement to Global Markets
648. Analyzing Global Marketing Opportunities
649. Economic Environment
650. Consumer Environment
651. Culture
652. Language
653. Needs and Motivation
654. Political Environment
655. Trade Barriers
656. Legal and Regulatory Environment
657. Technological Environment
658. Competitive Environment
659. Global Business Strategies
660. Direct Investment and Acquisitions
661. Joint Ventures
662. Licensing
663. International Franchising
664. Contract Manufacturing
665. Indirect and Direct Exporting
666. Marketing Strategies for Global Markets
667. Product
668. Price
669. Marketing Communications
670. Distribution
671. Chapter Summary
672. LO1 Outline the importance of international trade for Canada and Canadian corporations. (pp. 370–371)
673. LO2 Describe the factors an organization considers when pursuing global markets. (pp. 372–379)
674. LO3 Outline the various business strategies commonly used when entering foreign markets. (pp. 379–382)
675. LO4 Describe the nature of marketing strategies used by firms when seeking global market opportunities. (pp. 382–388)
676. Review Questions
677. Discussion and Application Questions
678. Glossary
679. Endnotes
680. Index

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