Global Marketing（沃伦·J·基坎第四版教材，Kristopher Blanchard制作）

Chapter 1 Introduction to Global Marketing
Power Point
by
Kristopher Blanchard
North Central University
1.Marketing and global marketing
Marketing
Process of planning and executing the conception pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organization goals
Global Marketing
Focuses resources on global market opportunities and threats; the main difference is the scope of activities because global marketing occurs in markets outside the organization’s home country
Reasons for Global Marketing
Growth
Access to new markets
Access to resources
Survival
Against competitors with lower costs (due to increased access to resources)