chapter seven developing a global mindset. copyright © houghton mifflin company. all rights...
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Chapter Seven
Developing a Global Mindset
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Figure 7.1: Elements of the Global Mindset
Categorizing Global Marketing Mindsets
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Categorizing Global Marketing Mindsets (cont’d)
• Domestic Mindset
• International Mindset
• Multinational Mindset
• Panregional Mindset
• Global Mindset
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Knowledge Components of the Global Perspective (cont’d)
• Political Knowledge
• Cultural Knowledge
• Historic Knowledge
• Geographic Knowledge
• Understanding Global Market Facts
• The Importance of Acquiring Global Key Market Knowledge
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Figure 7.2: Global Customer Logic
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Figure 7.3: Global Market Segmentation Matrix
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Figure 7.4: Global Competitive Theaters
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Industry-Based Global Logics (cont’d)
• Global Industry Logic
• Global Size Logic
• Global Regulatory Logic
• Integrating Global Logics into a Composite View
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Figure 7.5: Global Logic Patterns
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Global Market and Opportunity Assessment
• The World Market as a Global Chessboard
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Source: The State of the World Atlas, Sixth Edition by Dan Smith. Copyright © 1999 by Dan Smity; illustrations copyright by Myriad Editions Limited. Used by permission of Penguin, a Division of Penguin Putnam, Inc.
Figure 7.6a: The Traditional vs. the Global Chessboard
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Figure 7.6b: The Traditional vs. the Global Chessboard (cont’d)
Source: The State of the World Atlas, Sixth Edition by Dan Smith. Copyright © 1999 by Dan Smity; illustrations copyright by Myriad Editions Limited. Used by permission of Penguin, a Division of Penguin Putnam, Inc.
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Figure 7.6c: The Traditional vs. the Global Chessboard (cont’d)
Source: The State of the World Atlas, Sixth Edition by Dan Smith. Copyright © 1999 by Dan Smity; illustrations copyright by Myriad Editions Limited. Used by permission of Penguin, a Division of Penguin Putnam, Inc.
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Global Market andOpportunity Assessment (cont’d)
• Understanding Lead Markets
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Figure 7.7: Lead-Market Relationships
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Individual Skills for a Global Mindset
• Global Language Communications Skills
• Global Telecommunications Skills