“GLOBAL MARKETING”

By

MOHD.ZOHEB KHAN
MBA II SEMESTER

SUBMITTED TO
DEPARTMENT OF MANAGEMNT STUDIES

MASTER OF BUSINESS ADMINISTRATION

AT THE
D.N.S. COLLEGE OF ENGINEERING & TECHNOLOGY
AUGUST 2010

The author hereby grants D.N.S.C.E.T permission to reproduce and to distribute publicly, paper
and electronic copies of the project report in whole or in part

Signature of student ___________________________________________________________

Department of Management Studies
AUGUST 2010

Certified by _________________________________________________________________

Mr.Sharad sharma
Project Supervisor

Accepted by ____________________________________________________________________

Mr .Sanjay balani
Professor& Head
Department of Management

i
ACKNOWLEDGMENT

During my course of study in D.N.S. COLLEGE OF ENGINEERING & TECH.{J.P.

NAGAR} AMROHA, many played an important role in my life. I take this opportunity to

thank them for their constant support, inspiration and encouragement during the completion

of my course.

I fervently feel indebted to Managing director, Head of dept, my colleagues, and the staff

of Institute of foreign trade and management, Moradabad who had timely extended their

advice, knowledge, inspiration and expertise to achieve my aspirations of life. It has been

entirely the well wishes and timely guidance that has ultimately helped me to complete the

academic course and achieve the desired ultimate goal in educating myself to the

postgraduate degree.

I take this opportunity to express my gratitude to Project guide Mr.Sharad sharma

, Lecturar, Department of management studies Institute of foreign trade and management

who gave me timely guidance and expert knowledge in the completion of my project report.

This would not have been possible but for the inspiration instilled in my mind from time to

time by her.

It is my privilege to express my sincere thanks to Mr.Sanjay balani, (HOD) Dep’t of

Management Studies, who had provided me all the requisite facilities and encouragement for

my Project report.

Last but not the least I pay reverence to the supreme ubiquitous, omniscient, omnipotent,

The Almighty God for his benevolence and blessings bestowed upon me.

MOHD.ZOHEB KHAN

ii
 PREFACE

Global Marketing Management provides a comprehensive and complete solution for

lecturers teaching the subject. As well as covering long-standing topics, there is a focus

on contemporary and pervasive issues with chapters such as Corporate Social

Responsibility and Ethics, Managing Knowledge in Global Operations, Global Marketing

Relationships and Global Marketing in the Digital Age. With an emphasis on the service

sector, which is quickly becoming a major source of GDP in most developed countries,

this new text aims to equip students with some of the most current knowledge and

practical skills to help them make key management decisions in the increasingly dynamic

and challenging global trading environment. The wide-ranging pedagogical features

within the text include boxed vignettes, short and long case studies with questions, and

self-assessment questions. To complete the package there is an accompanying companion

web site providing, for lecturers: PowerPoint slides, advice on case questions and end-of-

chapter exercises, and additional case material; and for students: links to useful web sites,

web exercises and references to further reading.

iii
 LIST OF TABLES

Table No. Table Name Page No.

1. Stages of domestic to global evolution 30

2. New Product Development Approaches 39

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 LIST OF FIGURES

Figure No. Figure Name Page No.

1. The tradeoff between standardization and adoptation 12