Chapter 6: Global Market Planning

6.0 Global Market Planning Summary

6.1 Measuring Market Attractiveness

6.2 Global Market Opportunity Assessment – PESTEL Analysis

6.3 Global Market Opportunity Assessment – CAGE Analysis

6.4 Global Market Opportunity Assessment – Scenario Planning and Analysis

6.5 Selecting the Countries to Enter

6.6Bases for Segmentation

6.7 Using Demographics to Guide Global Marketing Strategy

6.8 Target Market Selection

6.9 Global Positioning

6.10 Basics of Positioning