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Chapter 15 ECQ and notes.docx - 15.1 - Global Marketing...

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15.1 - Global Marketing Today-Companies must understand the global marketing environment especially theinternational trade system-Should assess each foreign market’seconomic, political-legal, and culturalcharacteristics-Companies can decided whether it wants to go abroad and consider the potential risksand benefits-Must decide the volume of international sales it wants, how many countries it wants tomarket in, and which specific markets it wants to enter-These decisions call for weighing the probable returns against the level of risk-Global Firm:A firm that, by operating in more than one country, gains R&D, production,marketing, and financial advantages in its costs and reputation that are no0t available topurely domestic competitors-Economic Community:A group of nations organized to work toward common goals inthe regulation of international trade15.2 - Deciding How to Enter the Market-The company must decide how to enter each chosen market-Exporting, joint venturing, or direct investment-Many companies start as exporters, move to joint ventures, and then make directinvestments into foreign markets-InExporting,

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Term
Spring
Professor
CLARK
Tags
Marketing, foreign market, global marketing organization, Global Marketing Today

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