G

  • Games, consumer promotions, 475

  • Gatekeepers, 168

  • Gender segmentation, 189191

  • Gender-specific packaging, price and, 313

  • General Agreement on Tariffs and Trade (GATT), 547

  • General need description, in business buying decision process, 172

  • General public, marketing environment and, 71

  • Generational marketing, 76

  • Generation X, 7374, 443

  • Generation Y (Millennials), 7475

  • Generation Z, 7576, 498

  • Geographical indicators, 250251

  • Geographical organizations, 566

  • Geographical pricing, 315

  • Geographic market nichers, 535

  • Geographic market segmentation, 189190, 196

  • Geographic organization, 58

  • Geographic shift, in population, 7778

  • Glad-handing, 470

  • Global advertisers, 445446

  • Global branding, 559

  • Global expansion

  • Global firm, 545

  • Globalization. See also International entries

    • backlash against American, 553

    • international marketing manners, 170171

    • international marketing research and, 121123

    • marketing and, 28

    • retailers and, 387

    • segmenting international markets, 196197

    • services/products and, 274275

    • sustained growth and, 483

  • Global marketing

    • convenience stores and, 560561

    • decisions, 554

    • defined, 544546

    • international marketing decisions, 546

    • international trade system, 546548

    • marketing objectives, 554556

    • market potential, indicators of, 556

    • organization, 566

    • package delivery and, 555

    • standardized/adapted, 559, 561

  • Global marketplace

    • direct investment, 558

    • distribution channels, 565566

    • entry strategies, 556

    • exporting, 556557

    • joint venturing, 557558

    • price and, 564565

    • product adaptation, strategies for, 561562

    • promotion, 562564

    • whole-channel concept for, 565

  • Global product and communication ­strategies, 561

  • Global standardization

  • Global value delivery network, 565

  • Goals, company, 42

  • Good-value pricing, 287

  • Government

    • legislation regulating business, 86

    • markets, 72, 177178

    • pricing, external influence on, 299

    • regulation, sustained growth and, 483

    • resource management and, 81

  • Government publics, 71

  • Great Firewall of China, 568

  • Great Recession (2008–2009)

    • advertising budgets and, 433

    • consumer confidence, 89

    • consumer spending and, 2627, 7980, 381, 581

    • good-value pricing, 287

    • pricing decisions and, 299

  • Greening activities, internal/external, 585. See also Sustainable marketing, 587

  • Green retailing, 386387

  • Green supply chains, 353

  • Gross domestic product (GDP), 544

  • Group interviewing, data collection, 111112

  • Groups, consumer buyer behavior and, 138140

  • Growth

    • strategies for, 4648

    • sustained, selling and, 482484

  • Growth-share matrix, BCG, 43. See also ­Boston Consulting Group

  • Growth stage, of PLC, 270, 273

  • Guiding philosophy, 48

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