Companies undertake International Marketing for a variety of reasons. Some are pushed by poor opportunities in the home market, and some are pulled by superior opportunities abroad. Given the risks of International Marketing, companies need a systematic way to make their International Marketing decisions.
This Project concentrates on major dimensions of global marketing, the global marketing mix, and managing and leading the global marketing effort.
A company that fails to go global is in danger of losing its domestic business to competitors with lower costs, greater experience, better products, and, in a nutshell, more value for the customer.
1.1. INTRODUCTION TO GLOBAL MARKETING
We live in a global marketplace. As you read this project, you may be sitting in a chair imported from Brazil at a desk imported from Denmark under a lamp from Italy. On your desk you might have a PC clone from Taiwan, software programmes from India or perhaps a Macantosh designed in the United States and made in Ireland. Your shoes might have come from Bulgaria, and the coffee you are sipping could be from Latin America or from Africa, or tea made in India. In the background you have on your favorite soft-rock radio station playing a Grateful Dead record pressed on a Philips of the Netherlands compact disc. You are planning to go to a Hollywood movie made in Los Angeles and then you plan to meet friends for dinner at the new McDonald's in town. Welcome to the new millennium. Yesterday's marketing fantasy has become today's reality: A global marketplace has emerged.
The world has undergone a complete revolution economically from the time only 50 years ago when students sitting at their desks would, perhaps with the exception of the books they were reading, not have any article in their possession that was manufactured more than 75 miles from where they lived. This project is about global marketing, which is defined as:
It is the process of... [continues]
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