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Intro Chapter-2011 - Introduction to Global Marketing The...

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Introduction to Global Marketing The Globalization Imperative Multinational Marketing MKT 359
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Multinational Marketing The performance of business activities designed to plan, price, promote and direct the flow of a company’s goods and services to consumers or users in more than one in more than one nation nation for a profit.
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Why is it imperative? Saturation of Domestic Markets Global Competition Need for Global Cooperation Internet Revolution
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World’s Largest Companies 1980-2009* Country 1980 1990 2000 2002 2007 2009 US 45 33 36 36 34 29 Japan 8 16 23 20 8 10 Germany 13 12 10 13 12 15 France 12 10 7 9 9 10 Swiss 3 3 4 4 4 1 Holland 5 3 6 5 4 2 Britain 7 8 6 7 9 6 Italy 4 4 3 3 4 5 Belgium 1 1 1 1 1 1 China 0 0 3 2 3 5 * Fortune Magazine
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Importance More companies have a greater percentage of their sales outside their home markets. Look at tables 4-7 chapter 1
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How old is international trade? It is as old as our civilization Great traders of the past: Phoenicians Greeks Romans Arabs
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Trends in Global Business Rapid growth of regional free trade areas Acceptance of free market systems in Latin America and other developing areas Transition of former command economies toward market economies Resulting big emerging markets such as Brazil, China, India, South Korea and Poland
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Degree of Industry Globalization 0 20 40 60 80 100 120 Consumer Electronics Apparel Auto Steel IT/ business processing outsouring Degree of Industry Globalization
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60 65%
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