11_ch7_global

11_ch7_global - Marketing Looking at the global marketing...

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Major Decisions in International  Marketing Deciding Whether to go international Deciding which markets to enter Looking at the global marketing environment Deciding on the global marketing program Deciding on the global marketing organization Deciding how to enter the market
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Economic Environment Stage of Economic Development Economic Infrastructure Consumer Income and Purchasing Power Currency Exchange Rate Industrial structure
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Politico-Legal and Ethical Environment Four key factors: Attitudes toward international buying Government bureaucracy Political stability Monetary regulations
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Cultural Environment Every country has: Folkways Norms Taboos Business behaviour Personal distance Direct vs. diplomatic Lack of promotion Meeting and greeting
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Set marketing objectives and policies Volume of foreign sales How many countries? Types of countries?
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11_ch7_global - Marketing Looking at the global marketing...

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