BA437/637: International & Global Business by Chapter: Chapter Eighteen

Films on Demand (10 min)
Effective global branding requires a sound understanding of different international markets, and how products or services themselves, and the language and imagery used in their promotion, best suits consumers.

Films on Demand (9:42 min)
Going global in business requires thorough research into demographics, culture and religion, politics, economics and law to identify viable international markets and suitable marketing strategies.

Films on Demand (27:46 min)
Advertisements haven’t disappeared from TV just yet, but brand wars are now taking place on a different screen. The war being waged is a digital one. No brand can ignore the power of social networks—2 billion users in the world, an unbelievable sounding board. Social media has changed the rules of communication between brands and consumers

Describe demographic, psychographic
geographic and behavioral market segmentation with examples.

Discussion of the seven crucial stages that must take place.

A global presence is possible for any business with a creative strategy and an understanding of world markets. 13 successful companies are featured.

Examples of push marketing, pull marketing, push and pull marketing strategies are covered.

Explanation of the new product development process includes the stages.