Marketing: An Introduction, 13e
Marketing: An Introduction
Thirteenth Edition
Chapter 15
The Global Marketplace
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First Stop: L'Or?al "The United Nations of Beauty"
L'Or?al balances local brand responsiveness and global brand impact.
Copyright ? 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Global Firm
? Operates in more than one country ? Gains research and development, production,
marketing, and financial advantages that are not available to purely domestic competitors ? Faces increasing problems
? Highly unstable governments and currencies ? Restrictive government policies and regulations ? High trade barriers and corruption
Copyright ? 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Major International Marketing Decisions
Copyright ? 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Looking at the Global Marketing Environment
? International trade system ? Economic environment ? Political-legal environment ? Cultural environment
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