世界行销讲座之多元文化环境营销(PPT 21页)

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 global markets, and understand how elements of the marketing mix apply in international markets.

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