ACHIEVING GLOBAL

MARKETING SUCCESS

By GMBA Tania Gutierrez

What have you learned from this course?

What are the determinants of global marketing?

1

Value

Benefits(Utilitarian + Hedonic)

Cost(Pricing + Promotion)

2

Brand Equity

Brand awarenessBrand association

Marketing Research + STPMarketing

Communication

LoyaltyCustomer Relationship Management

Database MarketingLoyalty ProgramCustomer Service Provider

Relationship

Perceived Quality (Utilitarian + Hedonic/Aesthetics)

Service QualityReliabilityResponsivenessAssuranceEmpathyTangibles/Aesthetics

Firm-Specific Competitive Advantage

Patent/Trade MarkCompetence

Channel (Sustainable Competitive Advantages)

Long-term OrientedRelationship/People BasedRequires a StructureHigh Switching Cost

3Think Globally,

Act Locally

Value Proposition /STP Strategy

Cultural DifferencesEnvironmental Factors

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