About This Chapter
Global Marketing and R&D Strategies - Chapter Summary
Study research and development strategies and global marketing with this comprehensive collection of international business lessons. Inside the chapter, you'll find engaging lessons that clearly explain concepts related to global marketing strategies, the international marketing mix, Ecommerce and social media's presence in global marketing. Each lesson comes with a short quiz to help you reinforce your knowledge of important marketing definitions and concepts. The chapter also includes printable lesson transcripts and our instructors are happy to answer any questions you may have. After studying the lessons in this chapter, you should able to:
- Define SWOT analysis as its used in international business
- Assess the importance of global marketing strategy
- Outline the international marketing mix and the 4 Ps of marketing
- Describe E-commerce on an international scale
- Evaluate global standardization in marketing strategies
- Understand how social media is used in global marketing
- Determine how culture, economics and technology relate to international external marketing
- Explain the benefits and purpose of global research and development
- Provide an example of PESTLE analysis
- Discuss the definition and methods associated with research and development
1. International Marketing: The Importance of Global Marketing Strategy
Companies cannot just concentrate on domestic markets if they are to remain competitive. Global marketing allows marketing managers to look for growing target markets and product opportunities overseas.
2. International Marketing Mix and the 4 Ps of Marketing
In this lesson, we will discuss how to adjust the marketing mix when pursuing an international market. Additionally, the Internet's impact on the marketing mix will be discussed.
3. SWOT Analysis in International Business
This lesson will define SWOT analysis and discuss how the tool is used for evaluating an organization. It will then discuss how SWOT can be applied to international business operations.
4. What is PESTLE Analysis? - Definition & Examples
How do you keep ahead of your competition and identify the risks or benefits of operating in a particular environment? This lesson will discuss how you can use PESTLE analysis to consider how external elements are affecting your company.
5. International External Marketing: Culture, Economics, Tech & More
International marketing plans have a specific marketing mix that will differ tremendously from the domestic version. Marketing managers have to take into account a country's economic, technological, logistical, and sociocultural differences in order to successfully target an overseas market.
6. Global Standardization in Marketing: Definition & Strategy
In this lesson we will discuss global standardization. We will look at the pros and cons as well as examples of businesses that can, and cannot, use global standardization.
7. Internet and Global Marketing: Ecommerce on an International Scale
E-commerce is a low risk business strategy for companies to use for developing an international customer base. The combination of global marketing with an Internet distribution method allows many companies to try their hand at reaching growing target markets overseas.
8. Using Social Media for Global Marketing
In this lesson, readers will be introduced to several ways that social media positively affects international business, and why those means are so effective.
9. What is Research and Development? - Definition, Methods & Examples
In this lesson, we will explore the concept of research and development. You will also learn about its different forms and how it affects our daily lives.
10. Global Research & Development (R&D): Advantages & Role
This lesson provides a definition of the discipline of global research and development (R&D) and goes on to discuss its advantages and its role in the current global economy.
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Other chapters within the Business 120: International Business course
- Introduction to International Business
- How Culture Affects International Business
- Global Economic Development
- Key Factors in International Trade
- International Trade Management & Regulation
- Exchange Rates & Currency Changes
- International Market Entry Strategies
- Management & Human Resources in International Business
- International Operations Management
- Communication & Decision-Making in Global Business
- Impact of Globalization on Organizations
- Impact of Globalization on Countries
- Global Business Ethics
- Future of Globalization
- Studying for Business 120