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Complete downloadable Test Bank for Global Marketing A Decision-Oriented Approach 4th Edition by Svend Hollensen. INSTRUCTOR RESOURCE INFORMATION
TITLE: Global Marketing A Decision-Oriented Approach
EDITION: 4th Edition
AUTHOR: Svend Hollensen

Table of content

1 Global marketing in the firm
2 Initiation of internalization
3 Internationalization theories
4 Development of the firm’s international competitiveness
5 Global marketing research
6 The political and economic environment
7 The sociocultural environment
8 The international market selection process
9 Some approaches to the choice of entry mode
10 Export modes
11 Intermediate entry modes
12 Hierarchical modes
13 International sourcing decisions and the role of the subsupplier
14 Product designs
15 Pricing decisions and terms of doing business
16 Distribution decisions
17 Communication decisions (promotion strategies)
18 Cross-cultural sales negotiations
19 Organization and control of the global marketing programme
20 Global e-marketing

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