Global Marketing Research and Strategies

This free Online course on Global Marketing Research and Strategies starts with international agreements, international laws and local legal environment. It talks about the nature of legal environment and its impact on international marketing. We will then move to primary and secondary global marketing research, given the complexity of the global marketplace, solid marketing research is critical for a host of global marketing decisions.

Next we will cover market size assessment and reasons for international marketing segmentation. A company would not like to enter a country where the market size is not sufficiently big. Next you will learn the basis for country segmentation and thereafter global, foreign and local cultural, consumer cultural positioning strategies. Market segmentation represents an effort to identify and categorize groups of customers and countries according to common
characteristics.

Next we will talk about the effect of information technology on global competition and global strategy. The availability and explosion of information technology such as telecommunications, and more recently, electronic commerce has forever changed the nature of global competition. Next we will identify the target market selections, choosing the mode of entry and the various modes of entry like exporting, licensing and franchising.