BUS 622 BUS/622 BUS622 WEEK 1 DISCUSSION 1 (ASHFORD)
BUS 622 BUS/622 BUS622 WEEK 1 DISCUSSION 1 (ASHFORD)
Ashford BUS 622 Week 1 Discussion 1 Global Marketing Big Picture [WLO: 1]
Global Marketing Big Picture [WLO: 1] [CLOs: 1, 5]. 1st Post Due by Day 3. Prior to beginning to work on this discussion, read Chapter 1: Introduction to Global Marketing. Make sure that you have a good grasp of the following key terms and theories:
• Global marketing
• Marketing mix
o Competitive advantage
o Product/Market expansion framework
o Driving forces affecting global marketing
o Restraining forces affecting global marketing
There is a saying in the business world that “nothing fails like success.” Take Gap, for example. How can a fashion retailer that was once the source for wardrobe staples such as chinos and white t-shirts suddenly lose its marketing edge? Motorola also fell victim to its own success. The company’s Razr cell phone was a huge hit, but Motorola struggled to leverage that success. Google acquired Motorola Mobility but then sold it to Lenovo in 2014. Also, Starbucks former CEO Howard Shultz warned that his company and brand risked becoming commoditized. And, as noted in Case 1-3 of the textbook, some industry observers say that Apple “lost its cool.”
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