Understanding and Reaching Global Consumers and Markets: The

1 Day-of-Service Tuesday, Sept. 27 th , 2022
Understanding and Reaching Global Consumers and Markets CHAPTER 6
LEARNING OBJECTIVES (LO) LO 6-1. Describe the nature and scope of world trade from a global perspective. LO 6-2. Identify the major developments that have influenced world trade and global marketing. LO 6-3. Identify the environmental forces that shape global marketing efforts. LO 6-4 . Name and describe the alternative approaches companies use to enter global markets. LO 6-5. Explain the distinction between standardization and customization when companies craft worldwide marketing programs. 3
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