Games, consumer promotions, 475

Gatekeepers, 168

Gender segmentation, 189–191

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, 73–74, 443

Generation Y (Millennials), 74–75

Generation Z, 75–76, 498

Geographical indicators, 250–251

Geographical organizations, 566

Geographical pricing, 315

Geographic market nichers, 535

Geographic market segmentation, 189–190, 196

Geographic organization, 58

Geographic shift, in population, 77–78

Glad-handing, 470

Global advertisers, 445–446

Global branding, 559

Global expansion

• e-tailers, 515

• Netflix, 569

Global firm, 545

Globalization. See also International entries

• backlash against American, 553

• international marketing manners, 170–171

• international marketing research and, 121–123

• marketing and, 28

• retailers and, 387

• segmenting international markets, 196–197

• services/products and, 274–275

• sustained growth and, 483

Global marketing

• convenience stores and, 560–561

• decisions, 554

• defined, 544–546

• international marketing decisions, 546

• international trade system, 546–548

• marketing objectives, 554–556

• market potential, indicators of, 556

• organization, 566

• package delivery and, 555

• standardized/adapted, 559, 561

Global marketplace

• direct investment, 558

• distribution channels, 565–566

• entry strategies, 556

• exporting, 556–557

• joint venturing, 557–558

• price and, 564–565

• product adaptation, strategies for, 561–562

• promotion, 562–564

• whole-channel concept for, 565

Global product and communication ­strategies, 561

Global standardization

• IKEA, 542–544

• marketing and, 559, 561

Global value delivery network, 565

Goals, company, 42

Good-value pricing, 287

Government

• legislation regulating business, 86

• markets, 72, 177–178

• 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, 26–27, 79–80, 381, 581

• good-value pricing, 287

• pricing decisions and, 299

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

Green retailing, 386–387

Green supply chains, 353

Gross domestic product (GDP), 544

Group interviewing, data collection, 111–112

Groups, consumer buyer behavior and, 138–140

Growth

• strategies for, 46–48

• sustained, selling and, 482–484

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

Growth stage, of PLC, 270, 273

Guiding philosophy, 48