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Transcript 
By GMBA Tania Gutierrez
What
have you learned from
this course?
What
are the determinants
of global marketing?
Value
Benefits
(Utilitarian + Hedonic)
Cost
(Pricing + Promotion)
Brand Equity
Brand awareness
Brand association
Marketing Research + STP
Marketing Communication
Loyalty
Customer Relationship Management
Database Marketing
Loyalty Program
Customer Service Provider Relationship
Perceived Quality
(Utilitarian + Hedonic/Aesthetics)
Service Quality
Reliability
Responsiveness
Assurance
Empathy
Tangibles/Aesthetics
Firm-Specific Competitive Advantage
Patent/Trade Mark
Competence
Channel (Sustainable Competitive Advantages)
Long-term Oriented
Relationship/People Based
Requires a Structure
High Switching Cost
Think Globally, Act
Locally
Value Proposition /STP Strategy
Cultural Differences
Environmental Factors
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