Chapter 18 Study Notes

Chapter 18 Study Notes - Chapter 18 1. Discuss the global...

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Chapter 18 1. Discuss the global marketing environment 2. Describe 3 key approaches to entering international markets 3. Explain how companies adapt their marketing mixes for international markets 4. Major decisions in international mark eting Global Marketing Environment ENVIRONMENT Global Firm: A company that operates in multiple countries and gains advantages in costs and reputation that are not available to domestic competitors. The International Trade System: When operating abroad there are many sanctions that are placed on your company. These include tariffs, quotas, or exchange controls. You have to be mindful of your home and host country standards. WTO and GATT: Organizations that work to lower barriers for companies entering foreign markets. Regional Free Trade Zones: These are made of economic communities. They are agreements between countries such as NAFTA and the European Union. Economic Environment: There are different types of economies that are more attractive to global firms. Income distribution and average household GDP are also concerns. Subsistence Economies: Agricultural economies that offer little in the way of an international market.
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This note was uploaded on 05/22/2008 for the course COMM 212 taught by Professor Brentpearce during the Spring '08 term at McGill.

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Chapter 18 Study Notes - Chapter 18 1. Discuss the global...

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