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IM CH8

Published on Nov 19, 2015

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PRESENTATION OUTLINE

1.

Intercultural Marketing Strategy

CHAPTER 8
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2.

GLOBAL STRATEGIES

  • Globalization/Multi-domestic
  • Transportability
  • Sourcing
  • Worldviews
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3.

MARKETING STRATEGIES

  • Standardization-Adaptation
  • Concentration-dispersion
  • Integration-independence
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4.

Market Segments

  • Traditional
  • Cultural Identification
  • Cultural Affinity Zones
  • National v Regional
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Roberto Bello