Test Bank for Global Marketing 7th Edition by Keegan

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Product details:

• ISBN-10 ‏ : ‎ 9780132719155
• ISBN-13 ‏ : ‎ 978-0132719155
• Author: Warren J. Keegan (Author), Mark C. Green (Author)

The excitement, challenges, and controversies of global marketing.

Global Marketing reflects current issues and events while offering conceptual and analytical tools that will help readers apply the 4Ps to global marketing.

The seventh edition examines the effect of the global financial crisis on global marketing strategy.

Table of contents:

PART I - INTRODUCTION
Chapter 1 Introduction to Global Marketing
Case 1-1 McDonald's Expands Globally While Adjusting Its Local Recipe
Case 1-2 Acer Inc.
	
PART II - THE GLOBAL MARKETING ENVIRONMENT
Chapter 2 The Global Economic Environment
Case 2-1 Vietnam's Market Potential
Case 2-2 Is China's Currency Too Strong?
	
Chapter 3 The Global Trade Environment
	
Case 3-1 The Free Trade Area of the Americas
	
	
Chapter 4 Social and Cultural Environments
Case 4-1 Fair Trade Coffee: Ethics, Religion and Sustainable Production
Case 4-2 Barbie: The American Girl Goes Global
	
Chapter 5 The Political, Legal, and Regulatory Environments of Global 
Marketing 
	
Case 5-1 America's Cuba Conundrum
Case 5-2 Genetically Modified Organisms
PART III - APPROACHING GLOBAL MARKETS
Chapter 6 Global Information Systems and Market Research
Case 6-1 Research Helps Whirlpool Act Local in a Global Market
	
Chapter 7 Segmentation, Targeting, and Positioning
Case 7-1 Carmakers Target Gen Y
Case 7-2 The Youth of the World Proclaim " We Want Our MTV"
Chapter 8 Importing, Exporting, and Sourcing
Case 8-1 Concerns about Factory Safety and Worker Exploitation in Developing 
Countries
Case 8-2 U.S. Sugar Subsidies-Too Sweet a Deal?
Chapter 9 Global Market Entry Strategies: Licensing, Investment, and 
Strategic Alliances
Case 9-1 Ford Bets Billions on Jaguar
Case 9-2 SABMiller in China
	
PART IV - THE GLOBAL MARKETING MIX
Chapter 10 Product and Brand Decisions
Case 10-1 The Video Console Wars 
Case 10-2 The Smart Car
	
Chapter 11 Pricing Decisions
Case 11-1 LVMH and Luxury Goods Marketing
	
Chapter 12 Global Marketing Channels and Physical Distribution
Case 12-1 Carrefour Expands Abroad
Case 12-2 The Future of Radio Frequency Identification
	
Chapter 13 Global Marketing Communications Decisions I: Advertising and 
Public Relations
Case 13-1 Adidas-Solomon
	
Chapter 14 Global Marketing Communications Decisions II: Sales 
Promotion, Personal Selling, Special Forms of Marketing 
Communication,
Case 14-1 Marketing an Industrial Product in Latin America
PART V - STRATEGY AND LEADERSHIP IN THE 21ST CENTURY
Chapter 15 Strategic Elements of Competitive Advantage
Case 15-1 Kodak in the Twenty First Century: The Search for New Sources of 
Competitive Advantage
Case 15-2 Lego
	
Chapter 16 Leading, Organizing, and Controlling the Global Marketing 
Effort
Case 16-1 A Marketer Takes the Wheel at Volkswagen AG: 
	
Case 16-2 Boeing Versus Airbus: A Battle for the Skies
Chapter 17 The Digital Revolution and the Global E-Marketplace
Case 17-1 eBay in Asia
Case 17-2 Blackberry in Japan
OR
Case 17-2 Apple and the Digital Rights Management Controversy

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