Marketing on a global scale

OpenStax

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Learning objectives

Defining marketing

The role of marketing in the firm: a basis for classification

Defining international marketing

1 Standardization and customization

2 Reasons for entering international markets

3 Reasons to avoid international markets

4 The stages of going international

7 Joint ventures

8 Direct investment

9 Us commercial centers

10 Trade intermediaries

The international marketing plan

The international marketing environment

7 Business norms

8 Religious beliefs

9 The political/legal environment

10 Political stability

11 Monetary circumstances

12 Trading blocs and agreements

14 Expropriation

15 The technological environment

16 The economic environment

17 The competitive environment

Discussion question

Source: OpenStax, Business fundamentals. OpenStax CNX. Oct 08, 2010 Download for free at http://cnx.org/content/col11227/1.4

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