国际市场营销(双语)ch1862 The future of global marketing

Triumph of Markets
USSR??? Only Cuba and North Korea Does economic democracy so hand in hand
with political democracy?
Keegan: Global Marketing Management
Now: automobiles are a mature product that are designed, manufactured and assembled in high-income countries
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Summary
Future of global marketing is characterized by increased environmental complexity and contradictory trends
growth and prosperity world economy trade-cycle change free markets global markets Internet & IT
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World Growth
Most of the world‘s poor countries are getting richer except for Africa
Broader global prosperity translates into dramatic growth opportunities - Singapore & Hong Kong
Get experience with a company in an industry that prepares you for promotion to a job with multicountry responsibility.
Keegan: Global Marketing Management
Population in developed economies continues to gray
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World EconLeabharlann Baidumy Dominates
USA no longer can tell successful countries how to behave
Asian Flu impact
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Trade-Cycle Model Clarified
Old: as a product matures, its production location would shift to lower-income countries
Global Marketing Management
Chapter 18 The Future of Global Marketing
Warren J. Keegan
Overview
Six Major Changes Careers in Global Marketing Summary
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Careers in Global Marketing
Go directly into a job outside your home country or into a headquarters job in a global company experience counts
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The Rise of Global Markets
Global segments for soft drinks, luxury cars, medical and industrial products, etc.
Internet Unlimited possibilities for average citizen
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Learning Objectives
Knowing the major forces shaping the future of global marketing
Learning about the opportunities open to students that intend pursuing a career in global marketing
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Rise of the Internet & Information Technology
Marketing can address the individual customer
Local to global capability Birth of e-commerce
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6 Major Changes
World Growth World Economy Dominates Trade-Cycle Model Clarified Triumph of Markets Rise of Global Markets Rise of Internet & IT