Discussion 8 Global and B2B marketing

 learn.

Using your HBS coursepack, review the following core marketing readings:

PLEASE SEE THE ATTACHED HBR JOURNAL AND USE AS THE SOURCE. DO NOT USE ANY OTHER OUTSIDE SOURCES.

 

Global Marketing

Advances in technology, increasing international trade, growing global income levels, and a convergence of consumer tastes require companies worldwide to examine their business strategies and tactics with a global perspective. This core reading introduces a broad array of fundamentals and strategies to help us better understand these dynamic changes in the global marketing environment. The reading begins with a discussion on how to determine whether an organization is ready to “go global,” followed by some tools for pursuing that route. Of course, the decision of whether to enter international markets rests heavily on the organization’s market assessment and development – a topic explored at length, and followed by a look at the tasks involved in managing global marketing programs.

B2B Marketing

The overarching goal of this reading is help you recognize and understand the distinct challenges and opportunities of business-to-business (B2B) marketing. While B2B and business-to-consumer (B2C) marketing share many of the same conceptual foundations, the needs and buying processes of organizational customers demand highly specialized strategic and tactical approaches. This reading will introduce the components of B2B marketing (market, price, distribution, and communication) and business strategy (objective, scope, advantage). The concept of “fit” on three dimensions – market-product; company-market; and company-product – is developed to illustrate the connection between the value a firm can deliver and the benefits a customer expects.

Following your review, prepare a response to the following discussion questions:

What best practices does the first reading identify for global marketing?

What strategic decisions are important for B2B marketers to consider?

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