International Marketing
Summary International Marketing
Chapter 1
What to learn from chapter 1: * The internationalization of business and marketing * The globalization debate and the various meanings of “globalization” * The scope of the international marketing task * The importance of the self-reference criterion (SRC) * The progression to becoming a global marketer * The increasing importance of global awareness and the strategic orientation of firms * The distinction among various terms used to describe international operations
International marketing
International marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large, in more than one country.
Of all the events and trends affecting global business today, seven stand out as the most dynamic- those that will influence the shape of international business beyond today’s bumpy roads and far into the future.
1. The rapid growth of the World Trade Organization and regional free trade areas such as the North American Free Trade Area and the European Union 2. The trend towards the acceptance of the free market system among developing countries as in Latin America, Asia and Eastern Europe 3. The burgeoning impact of the internet, mobile phones, and other global media on virtually every sphere of life 4. Changing geopolitics, including the threats of terrorism and continuing or new armed conflicts 5. The rise of new major producing and consuming nations, such as the BRICs (Brazil, Russia, India and China) 6. The imperative to properly manage resources and the global environment for the generations to come 7. The long-term effects of the adjustments that national, international, and subnational governments are undertaking currently to address the effects of the 2008-09 crisis and reduce the probability of such severe crises
Chapter 1
What to learn from chapter 1: * The internationalization of business and marketing * The globalization debate and the various meanings of “globalization” * The scope of the international marketing task * The importance of the self-reference criterion (SRC) * The progression to becoming a global marketer * The increasing importance of global awareness and the strategic orientation of firms * The distinction among various terms used to describe international operations
International marketing
International marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large, in more than one country.
Of all the events and trends affecting global business today, seven stand out as the most dynamic- those that will influence the shape of international business beyond today’s bumpy roads and far into the future.
1. The rapid growth of the World Trade Organization and regional free trade areas such as the North American Free Trade Area and the European Union 2. The trend towards the acceptance of the free market system among developing countries as in Latin America, Asia and Eastern Europe 3. The burgeoning impact of the internet, mobile phones, and other global media on virtually every sphere of life 4. Changing geopolitics, including the threats of terrorism and continuing or new armed conflicts 5. The rise of new major producing and consuming nations, such as the BRICs (Brazil, Russia, India and China) 6. The imperative to properly manage resources and the global environment for the generations to come 7. The long-term effects of the adjustments that national, international, and subnational governments are undertaking currently to address the effects of the 2008-09 crisis and reduce the probability of such severe crises