O'Reilly logo

International Business, 8th Edition by Michael H. Moffett, Iikka A. Ronkainen, Michael Czinkota

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

CHAPTER 14

Marketing

CHAPTER CONTENTS & LEARNING OBJECTIVES

TARGET MARKET SELECTION

1. To suggest how markets for international expansion can be selected, their demand assessed, and appropriate strategies for their development devised

2. To describe how environmental differences generate new challenges for the international marketing manager

MARKETING MANAGEMENT

3. To compare and contrast the merits of standardization versus localization strategies for country markets and of regional versus global marketing efforts

4. To discuss market-specific and global challenges facing the marketing functions: product, price, distribution, and promotion within both the traditional and e-business dimensions

Being a Good Sports Sponsorship

All around the world, the majority of corporate sponsorship is allocated to sports. Global sports sponsorship has gradually grown over the past decade to approximately $30 billion per year. At the same time, the number of big annual international sporting events has also increased exponentially—from 20 in 1912 to more than 1,000 in 2009, or an average of almost three per day. Companies seek to align themselves with—and create—meaningful sports-related memories for consumers. Because of the positive association of sports with leadership, teamwork, and the pursuit of excellence, marketers are eager to develop relationships with teams, organizers, and individual superstars, such as David Beckham and Roger Federer.

Marketers have employed a wide variety of strategies, ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required