多元文化环境营销的行销讲座(英文版)(ppt 21页)
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多元文化环境营销的行销讲座内容摘要：
Chapter Learning Objectives
When you have completed your study of this chapter, you should be able to:
1、Explain how complex relationships among firms, countries, and regions influence world trade.
2、Understand how political, legal, and cultural issues influence global marketing strategies and outcomes.
3、Explain the strategies a firm can use to enter global markets.
4、Understand the arguments for standardization versus localization of marketing strategies in global markets, and understand how elements of the marketing mix apply in international markets.
Introduction to the Topic：
1、This chapter is about marketing on a global scale, which poses many more challenges for an organization than competing on a regional, or even national basis.
2、Due to the limited size of our markets, Canadian firms by necessity, must look beyond our borders to achieve growth.
3、There are many factors that affect how a company chooses to enter foreign markets, as shown in Figure 4.2 of the text.
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