Cateora 15e
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Table of Contents
Book Preface
Sample Chapter
About the Authors
Feature Summary
Revision Changes
MH Connect Marketing

Student Edition
Instructor Edition
International Marketing, 15/e

Philip R. Cateora, University of Colorado-Boulder
Mary C. Gilly, University of California-Irvine
John L. Graham, University of California-Irvine

ISBN: 007352994x
Copyright year: 2011

Revision Changes

Connect Marketing is McGraw-Hill's web-based assignment and assessment platform that connects you and your students to the coursework. Interactives provided for each chapter of the textbook show students how to "do" marketing, stimulate critical thinking, and reinforce key concepts. Students receive immediate feedback and can track their progress in their own report. The following 5 types of Interactives were developed for Connect Marketing based on actual book-specific content.

  1. Case Video Pop-up Analysis: Case study videos are included, and include 6 multiple-choice pop-up questions that appear as the video plays, to test concept and/or terminology comprehension.

  2. Drag and Drop Sequencing Activity: To reinforce either chronological or multi-step processes, we provide a written overview of a topic from the text. The 8 items that represent each the steps of the overall process are included that the student will place in order on the provided timeline. If applicable a 2nd task will be to assign the appropriate 'players' to each task.

  3. Prediction/Decision Generators: Students are presented with 2-3 concepts from the text and a written case study that illustrates the concepts presented. The students will then answer a series of questions to either predict what the company will do or reach a decision on a certain issue (the 'evidence' presented will be very concrete to ensure a clearly correct response).

  4. Comprehension Multiple-Choice Activities: In order to reinforce comprehension of terminology within context, a case example from the text is included that illustrates key terms from the chapter. Students will then be provided with 6 multiple-choice questions that bridge the content from the case to the mastery of terminology.

  5. Chart Population: Students will be asked to categorize information by assigning items to specific fields within a chart. Students will then be asked to analyze the chart created with 6 multiple-choice questions.

NEW Cases: New cases have been added to the 15th edition, enlivening the material in the book and class discussions while broadening a student’s critical thinking skills. These cases bring forth many of the topics discussed in the chapters and demonstrate how these concepts are dealt with in the real world.

NEW and expanded coverage: The new and expanded topics in this fifteenth edition reflect issues in competition, changing marketing structures, ethics and social responsibility, negotiations, and the development of the manager for the 21st century. The global market is swiftly changing from a seller’s market to a buyer’s market. This is a period of profound social, economic, and political change. To remain competitive globally, companies must be aware of all aspects of the emerging global economic order.

Also substantially expanded in this edition is coverage of:

  • The causes of cultural differences

  • The Internet and cell phones and their expanding role in international marketing

  • Negotiations with customers, partners, and regulators

  • Evolving global middle-income households

  • Bottom of the pyramid markets

  • World Trade Organization

  • Free trade agreements

  • Multicultural research

  • Qualitative and quantitative research

  • Country-of-origin effect and global brands

  • Industrial trade shows

  • A growing emphasis on both consumer and industrial services

  • Trends in channel structures in Europe, Japan, and developing countries

  • Ethics and socially responsible decisions

  • Green marketing

  • Changing profiles of global managers

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