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CHAPTER 5 Global Markets and International Marketing OVERVIEW: This chapter examines the increasing importance and unique features of global markets and international marketing. We show how target market selection in foreign countries is structured by the environment by covering the basic environmental variables. Several regional and global trade agreements, alliances, and markets are considered. We examine the levels of commitment American firms have to international marketing. Finally, we look at customization versus globalization of international marketing strategies.
OBJECTIVES: 1.Understand the nature of global markets and international marketing.
2.Analyze the environmental forces affecting international marketing efforts.
3.Identify several important regional trade alliances, markets, and agreements.
4.Examine methods of involvement in international marketing activities.
5.Recognize that international marketing strategies fall along a continuum from customization to globalization.
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Class Prep: Read Chapter 5 |
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