世界行销讲座跟多元文化环境营销资料.pptVIP

Marketing in a Multicultural Environment Chapter 4 Lecture Slides Solomon, Stuart, Carson, Smith Your name here Course title/number Date Chapter Learning Objectives When you have completed your study of this chapter, you should be able to: Explain how complex relationships among firms, countries, and regions influence world trade. Understand how political, legal, and cultural issues influence global marketing strategies and outcomes. Explain the strategies a firm can use to enter global markets. Understand the arguments for standardization versus localization of marketing strategies in