Global Marketing and B2B Marketing
Global Marketing
Global Marketing and B2B Marketing. Advances in technology, increasing international trade, growing global income levels, and a convergence of consumer tastes require companies worldwide to examine their business strategies and tactics with a global perspective. This core reading introduces a broad array of fundamentals and strategies to help us better understand these dynamic changes in the global marketing environment.
The reading begins with a discussion on how to determine whether an organization is ready to “go global,” followed by some tools for pursuing that route. Of course, the decision of whether to enter international markets rests heavily on the organization’s market assessment and development – a topic explored at length, and followed by a look at the tasks involved in managing global marketing programs.
B2B Marketing
The overarching goal of this reading is help you recognize and understand the distinct challenges and opportunities of business-to-business (B2B) marketing. While B2B and business-to-consumer (B2C) marketing share many of the same conceptual foundations, the needs and buying processes of organizational customers demand highly specialized strategic and tactical approaches.
This reading will introduce the components of B2B marketing (market, price, distribution, and communication) and business strategy (objective, scope, advantage). The concept of “fit” on three dimensions – market-product; company-market; and company-product – is developed to illustrate the connection between the value a firm can deliver and the benefits a customer expects.
APA style for references and in-text citation
Answers with the course’s readings and at least wo scholarly journal articles. The article’s purpose is to support your positions, claims, and observations, in addition to your textbook. Sources ProQuest and EBSCOhost are great sites to find resources. Also, write in a concise and logical, using excellent grammar and style techniques. Additionally, the quality of your writing dictates grading criteria. On the other hand, if you use direct quotes from books or articles, place the words you copied (use parenthesis) and cite them in-line. Also, only use sources within the five-year range.
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