Description
• Define international marketing and identify
the different levels of international
involvement.
• Describe the different company orientations
and philosophies toward international
marketing.
Appreciate culture’s effect in international marketing.
Explain conceptual models and explanations of culture.
Define and describe key concepts such as positioning, brand image, brand identity, branding, augmented product
Explain the importance of these factors in developing a sustainable competitive advantage
Link global marketing research to the decision-making process
Understand analyzing organizational readiness to
internationalize.
Explain Continuum of Entry Modes
The Six Tasks of Global Market Opportunity Assessment (GMOA)
explain basic pricing concepts
please check pdf file
