1. By GMBA Tania Gutierrez

2.  What have you learned from this course?  What are the determinants of global marketing?

3. Value

4. Benefits (Utilitarian + Hedonic) Cost (Pricing + Promotion)

5. Brand Equity

6. Brand awareness Brand association Marketing Research + STP Marketing Communication Loyalty Customer Relationship Management Database Marketing Loyalty Program Customer Service Provider Relationship

7. Perceived Quality (Utilitarian + Hedonic/Aesthetics) Service Quality Reliability Responsiveness Assurance Empathy Tangibles/Aesthetics

8. Firm-Specific Competitive Advantage Patent/Trade Mark Competence Channel (Sustainable Competitive Advantages) Long-term Oriented Relationship/People Based Requires a Structure High Switching Cost

9. Think Globally, Act Locally

10. Value Proposition /STP Strategy Cultural Differences Environmental Factors

11. 謝謝你們